Australian lifestyle brand The 5th has launched its second limited edition watch, following the first release selling out in 40 minutes.
The response by consumers has been attributed to the brand changing its business model from opening its online store only five days a month, to operating a permanent eCommerce platform.
The decision also resulted in over 100,000 customers signing up for the brand's VIP program.
The 5th founder Alex McBride said the brand was proud of its achievements in under three years but recognised that the model needed to change.
“We wanted to get back to designing and collaborating on new products. The old model was great for so long but we got tired of marketing the same product every single month."
Since launching, the brand has also amassed an Instagram following of over 400,000 and achieved over $1 million worth of sales in a single day in May.