The brand releases five new styles every fifth day of the month
For watch brands, timing is everything. But for The Fifth, an Australian start-up that manufacturers and sells chic, minimalist analog watches, timing is also the backbone of its business model.
The brand, which sells exclusively online, uses a unique (and social) mode of e-commerce to sell its unisex styles: On the fifth day of every month at 5 a.m., the brand releases five styles from its two lines—New York Classic and Melbourne Minimal—for five days or until they sell out.
Shoppers can access the shop and purchase a watch only if they’ve signed up to be on the brand’s mailing list. The emphasis on exclusivity “has now driven customers to want more diversity from the brand,” says brand co-owner Alex McBride, “so come May 2016, [the company] will be expanding their collection into eyewear, handbags, and leather goods.”
At press time, the self-funded brand, which is based in Melbourne, has 402,000 Instagram followers (see its beautifully edited feed here). According to Keklak, the business ships 6,000 units monthly.
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