Blackout

Anthony Farrer having a meeting with his team during the blackout.

The Blackout, or Social Media Blackout, was the viral invention of Marco Andoldildo, business partner of Anthony Farrer, and Anthony Farrer, in his capacity as Marketing Genius, in which he shut down his business's social media and created a panic among the public, as it seemed he had vanished with their money. This led to widespread concern and speculation, especially when it caught the attention of local news and went viral online.

When TPG came back online along with the reopening of the physical store, Farrer explained that the blackout had all been a marketing stunt aimed at raising awareness for the excessive time people devote to social media, and he revealed that he and the TPG team had instead been working for charity causes during the whole blackout week in an apparent attempt to showcase the team's volunteer work during that week and gain redemption and validation from the (angry) fan base. However, none of that expected justification ever came and Farrer later acknowledged that it was a misguided and poorly executed idea, highlighting the importance of clear communication in business, especially regarding such sensitive matters. It definitely sparked a lot of discussions about ethics in marketing and transparency in the luxury watch industry. Nevertheless, it was during this event that Farrer auto-proclaimed himself a "marketing genius" and it was thus that this title was born.

Notable Memes

A number of notable memes have originated from the Blackout.

• Call Roman Sharf

Blackout Episode

The Timepiece Gentleman Blackout Episode