Earlier this year, we announced we’d be switching to a batch production system, making and releasing our watches in monthly instalments. We hadn’t fully anticipated the latent demand that had built during the months we weren’t selling, and, as a result, the watches in both batches sold out in minutes.
While this way of working brought organisational benefits for us, it meant many of you were unable to purchase the watch you wanted and were left disappointed. So, over the past few weeks, we've spent time going through your feedback to come up with a new system.
We want everyone to have the opportunity to purchase one of our watches, so our plan in the medium-term is to reopen the order books in a way similar to before, with an appropriate lead time provided for each order.
Because of the pent-up demand, we’ve decided that the best way to proceed is to implement a waiting list that will, initially, give priority to customers who missed out on the last two batches.
The Waiting List
We're basing the waiting list on two combining factors: the anOrdain customer accounts that many of you recently set up and the purchases that failed during the past two batch releases. Please note that, unfortunately, we can’t track attempted purchases where the item was removed from your basket before payment details were entered.
In the interest of transparency, we'll be releasing a couple of new products within the next 4-6 months: the opaque Model 1 in 35mm and 41mm cases and the revised Model 2 in 36mm and 39.5mm. The first part of 2022 will be allocated to the production of 38mm Model 1s and finalising the designs of these new watches.
On January 7th 2022, Erlend and Nini will be in touch with the first 180 people on our waiting list, inviting them to purchase either the 38mm Model 1 or the 38mm Model 1 Fumé. If you fall within these first 180 names, you can choose between buying one of these watches in your preferred colour or waiting until we release our new models. If you opt to wait, don’t worry - you’ll keep your place near the top of the queue.
We’ll be limiting each purchase to one watch per customer, and we’ll need to hear back from you within 36 hours. If we do not hear from you within that timeframe, your place in the queue will be forfeited.
For those who are further down the waiting list, we’ll provide an estimated lead time as soon as we can, and at this point introduce a small non-refundable fee that will be transferable to another model if you change your mind.
In spring, we’ll open the waiting list with our full range of watches available. This will include the opaque Model 1 in 35mm, 38mm and 41mm, the Model 1 Fumé in 38mm and the Model 2 in 36mm and 39.5mm.
To join the waiting list, simply set up your anOrdain account here .
If you think you’re on the waiting list now and you’d like to opt-out, you can let us know by emailing email@example.com.
Once again, we'd like to thank you sincerely for your patience, understanding and feedback during this transition period.
We’re looking forward to starting this new chapter with you in the new year.
Until then, we wish you all the best over the festive season, from everyone here at anOrdain.
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