TGIF Shopping: Nixon Premium Watches Opens NYC Location

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.”

Related: Harry Winston Avenue Dual Time Automatic

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.


Ski Butlers are a Thing. We Went to the Rockies to Find Out What they Do and Why

Why the saviest skiers and smartest shredders enlist the help of a ski butler to service and set up their gear.
Food & Drink

The New Little Book Whiskey Release is a True Winner that Won’t Last Long

Little Book Chapter 2 is a blend of Kentucky rye and extra-aged Canadian whiskies and it does not disappoint.

Fall Reading List: 10 Books to Read in October for Chills and Thrills

Poe, Dante, and King... the boys are back in town.

A New Class of Retro Designer Motels Recalls California’s Bygone Surf Era

Embrace an endless summer of sick surfer hair, salty beach air, and some of the world's best breaks.
Fashion & Style

Keep Your Toes Off the Cold Floor this Winter with the Best Men’s House Shoes and Slippers

Slip into a new pair of men's slippers and keep your toes toasty this winter.
Fashion & Style

Don’t Fear the Flannel: The Best Men’s Flannel Shirts for Fall

For all the flannel fanatics out there.
Fashion & Style

Meet Corridor, the Fashionable Clothing Company Founded by a Former FBI Agent

"I was going to transfer over to CIA from FBI, and I went to graduate school during the process. I started tailoring clothes on the side just to make money."

Beards, Booze, and Bacon: The Mongolian Cashmere Episode

How did a trip to Mongolia turn into a failed non-profit that eventually became a direct-to-consumer cashmere brand? Listen in.
Fashion & Style

The Best Fall Sales on Menswear and Gear This Weekend

Jackets, outdoor gear, watches, shoes — you name it, we've found a deal on it.
Fashion & Style

Layer Up for Fall ASAP with the Best Men’s Puffy Vests

Get in-vested in this quintessential fall style staple.

15 Best Travel Pants for Hiking, Exploring, and Everything in Between

Our favorite, all-around travel pants are suitable for every environment and activity, from finding comfort on the plane to finding adventure outdoors.
Fashion & Style

Weather the Season in Style with the Best Men’s Boots for Fall

These boots were made for walking ... in the crisp autumn air.
Fashion & Style

Stock Up on the Best Crewneck Sweatshirts for Men this Fall

The best crewneck sweatshirts are warm, stylish, and easy to layer.
Fashion & Style

What to Wear Tailgating: Fall Style Essentials for Football Fans

Snag these tailgating style basics before the next game.