Marketing: The Fifth’s Timed Release

In Marketing, News, What's New by Marilise Gavenas


Lots of companies exploit exclusivity to drum up demand.

But The Fifth has made it into a fine art.

Every month on the fifth—today!—this Melbourne, Australia-based watch company sells its timepieces online for just five days.

Or until stock runs out.

Whichever comes first.

Then they’re taken off the market and the whole cycle begins again.

Since founding the company in 2014, Alex McBride’s has dreamed up marketing ploys that include a $1,000 “surprise cash” giveaway to existing watch owners who post pictures of their timepieces on social media—garnering his brand 412,000 followers on Instagram.

As well as product releases that sometimes sell out in less than five days.

the fifth

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