• Macy’s is taking lessons from the popular streetwear brand Supreme and doing weekly “drops” of its new limited-edition watches.
  • These so-called “Watch Drops” kicked off in September and will be rolled out each week until November 21.
  • Fashion drops are not only a good way to build hype around new items, but given that there is usually a limited amount of inventory available, they also help to create exclusivity around the brand.

Macy’s is taking lessons from Supreme in the art of building hype around new products.

This fall, the retailer is doing 11 weekly “drops” of a selection of luxury and limited-edition watches from brands such as Tag Heuer, Seiko, and Tissot. These so-called “Watch Drops” kicked off in September and will be rolled out each week until November 21.

In an interview with What Women Wear, Macy’s executive vice president Stephen Moore said that the store is expecting this new collection to sell out quickly….