*UPDATE, 7AM AEST – ALL 2012 ‘SPEEDY TUESDAY’ MODELS HAVE BEEN ‘TEMPORARILY ALLOCATED’. THE WEBSITE ADVISES THAT YOU PLEASE TRY (OR CRY) AGAIN LATER*

Hashtag us #surprised because Omega, the brand that only just recently added prices to their site (!), has well and truly embraced the digital world, this evening – right this minute in fact – announcing three groundbreaking firsts for the brand. Before we begin, let us ask you a question. Have you ever tagged a watch on #speedytuesday ? If so, pat yourself on the back. You made this happen.

Surprise #1: The “Speedy Tuesday” (yes, inspired by #speedytuesday on Instagram which was created five years ago by Fratello watches founder Robert-Jan Broer) limited edition will be sold exclusively online.

Wait, what? Yes. No need to worry about missing your place in the dealer-controlled queue. If you’re online, you’re in with a chance. Missed out on a Snoopy? This one is all you. Why is Omega doing an online-community inspired LE? The official press release explains: “#SpeedyTuesday…has been steadily growing around the world with Speedmaster pictures and comments being shared every week. In tribute to these chronograph devotees, Omega is proud to introduce the new model that blends some of the Speedmaster’s most popular design features.” A watch brand listening to their fans? How refreshing.

Surprise #2: You will be able to specify the limited edition number you want as part of the online process.

Again, if you’re tight with a dealer and ‘know people’, this won’t blow your mind. But for the rest of us, this is a big deal. And you won’t have too long to wait either, with the watches slated for mid-year delivery.

Surprise #3: It’s inspired by the Alaska Project III model created for NASA in 1978 (and it comes in a special leather watch roll)

So far from an obvious choice, but an obviously fan-driven one, because you’d be hard-pressed to find an Omegamaniac that doesn’t love the Alaska Project models. From the press release: “At the time, NASA insisted that the watch had to be both anti-reflective and easy-to-read, or in other words – suitable for use in space. The “Speedy Tuesday” has stayed true to these qualities with a brushed matte-finish stainless steel case and large radial numerals on the sundials. The use of the “Reverse Panda” dial is also influenced from the past. First used by Omega in 1966, the white opaline-silvery subdials are set against a black dial, encircled with a bezel ring and tachymeter scale in matte black aluminium. There is a rare appearance of the vintage Omega logo and all markings and radial subdials have been coated with bright luminescent ink.” Each timepiece is presented in a special leather watch roll containing a black and white NATO strap with #SpeedyTuesday engraved on the strap’s loop. The roll also contains a strap changing tool.

Enough suspense. Where and when can you buy one? Followers of @omega on Instagram are encouraged to look out for the watch from today and be quick with their reservation if they hope to own one of these limited edition pieces. Watches can be reserved here.