California-based premium watch and accessories brand Nixon is setting up shop with its first West Location, laying down brick and mortar roots smack dab in – where else – Manhattan’s SoHo neighborhood.
“New York is an obvious fashion center (like Paris and London) and part of our key cities strategy of reaching a broader audience,” says Tom Jones, VP Global Marketing and Creative. “We love the energy and culture of New York. We are design obsessed people – it is part of Nixon’s DNA – and we wanted to be able to share our brand and products with a like minded audience and invite them to share in our experiences. In order for us to clearly convey what Nixon is all about, it is important for us to be able to showcase a complete brand experience to the community – doing a retail space is the only way.”
The store will showcase Nixon’s signature watch table, with its watches displayed in the shape of an undulating wave – a reference to Nixon’s heritage in action sports, specifically in surf. This horizon line-inspired display creates the illusion of watches floating effortlessly in a wave pattern.
“We wanted to reimagine the way watches are displayed and were inspired by our roots in surf, skate and snow,” says Jones, “and as a result we have introduced the horizon line concept, an element that connects all board sports environments. We display the watches above glass in a way that lets people check out the product at their leisure with no pressure or intimidating experience.
Anchoring the store is Nixon’s customization bar, which allows customers the opportunity to create one-of-a-kind watches.
The new space will also give Nixon the opportunity to spotlight its limited-edition offerings, including its new, Swiss-made Automatic RSVP collection.
Taking cues from the sneaker world, they created the first watch wall where people can walk up and check out a watch just like you would a sneaker. “This is a familiar way to engage product that no other watch brands have done,” explains Jones.
Nixon SoHo is located at 122 Prince Street, between Wooster Street and Greene Street.