MING Watch

Gone In (Nearly) 60 Seconds

Yesterday, we sent out an email with 24 hours notice of availability. Today at 9pm, we hit the go button, and...with 2,500 people waiting, it was inevitable that 50 watches would be claimed rather quickly. Though honestly - we never guessed in our wildest dreams that it would take less than three minutes - thank you all for your support.

If we could do it again - we would definitely not have made the 17.01 limited, but we of course confirm there will still only ever be 150 of each dial in total. Though we feel very bad for not being able to satisfy everybody, a commitment is a commitment and we highly value integrity. With any new brand, there's a very high risk of getting it wrong and having thousands of items stuck and unsellable - understandably, this was something we wanted to avoid.

Here's what happens now:

We have one more announcement planned for this year, which will not be a 17-series watch, and another watch in the 17-series in the next 12 months. We can't say too much more for now other than a) both watches won't be limited, and b) the 17-series watch won't just be a 17.01 with some minor cosmetic tweaks.

- MT