{"id":38647,"date":"2014-10-13T11:32:22","date_gmt":"2014-10-13T10:32:22","guid":{"rendered":"http:\/\/www.wonderlandmagazine.com\/?p=38647"},"modified":"2015-01-17T18:44:39","modified_gmt":"2015-01-17T17:44:39","slug":"nixon-hits-london","status":"publish","type":"post","link":"https:\/\/www.wonderlandmagazine.com\/2014\/10\/13\/nixon-hits-london\/","title":{"rendered":"Nixon hits London"},"content":{"rendered":"

Nixon move their watches to London with a new flagship store in Carnaby, the capital’s coolest shopping destination
\n<\/p>\n

\n

\"Nixon<\/a><\/p>\n

Founded in 1998 in California, Nixon is where the cool kids get their watches. It’s hardly surprising, then, that the brand has just opened a new flagship store in one of the world’s most influential cities: London. Featuring a customisaton bar where disciples can create their own one-of-a-kind timepieces, it’s set to be a destination store. We caught up with the brand to find out what makes them tick.<\/p>\n

Why have you now chosen to tackle the London market, why not sooner?<\/strong><\/p>\n

We\u2019ve had a presence in the UK and London for a long time, in smaller boutiques and skate\u00a0and surf\u00a0destinations as well as\u00a0great retailers\u00a0like Selfridges,\u00a0Conran and Harvey\u00a0Nichols. I joined Nixon a year ago and it was clear that we could do more in London, and we wanted to do it quickly, so we decided a store was the best way to really give people a full experience of the brand. London\u2019s the best fashion and design market in the world and an amazing place to\u00a0try\u00a0some new things\u00a0at retail: open merchandising that takes our watches out from under glass; our sneaker-inspired watch wall; and a custom bar to create one-of-a-kind product. We\u2019re building out our product range and investing more in the brand, so it\u2019s natural for us to look for destinations where you can experience more of what we\u2019re doing\u2014and retailers can see what we\u2019re capable of and perhaps try on some of the experience for size.<\/p>\n<\/div>\n

\n

Why\u00a0Carnaby\u00a0Street<\/strong><\/p>\n

SoHo\u00a0and the\u00a0Carnaby\u00a0area are an amazing fit\u00a0for\u00a0Nixon. The retail and the community are design driven, style savvy, and curious about the new\u2014Nixon brings a different point of view and I think they\u2019ll enjoy that.\u00a0As a brand we\u2019re not Swiss luxury, and we\u2019re not a shallow fast-fashion brand; we\u2019re an authentic California brand rooted in skate, surf and snow but with an urban and city sophistication that I think fits well in\u00a0Carnaby.\u00a0We\u2019ve got some great retail neighbours on Newburgh Street, brands we love and we\u2019re super excited to be in that mix. And commercially, it\u2019s a destination that draws not just Londoners but a far-flung crowd, and we like that diversity.<\/p>\n<\/div>\n

\n

\"Nixon<\/a><\/p>\n<\/div>\n

\n

\u00a0The new London store boasts to offer some innovative display techniques which look amazing, how do you expect customers will react to this?<\/strong><\/p>\n<\/div>\n

\n

I think they\u2019re going to be stoked about it! Watches have been sold in the same unhelpful way for years, someone needed to get a little more democratic and inviting and set them free. We\u2019ve decided to merchandise our watches out in the open, not under glass:\u00a0 customers can touch and feel, try them on, really interact with the product. Why put watches under glass and create a barrier and an intimidating experience when we can let you engage with them in a way that respects you and treats you like an adult? We\u2019re not Swiss, so why behave like a Swiss watch company? The fixtures in the store are about us having some fun. The Swiss are brown shoes; we\u2019re sneakers. And the open merchandising, the wave-inspired watch table, the sneaker-inspired watch wall reflect that.<\/p>\n

Were there any difficulties in adapting Nixon for the London audience?<\/strong><\/p>\n<\/div>\n

\n

Not really.\u00a0Although we\u2019re rooted in California, our product perspective is pretty broad and translates well around the world. We\u2019ve had London consumers for a long time, and our ecommerce businesses\u00a0in the UK\u00a0is\u00a0great and has given us some real insights into\u00a0what London consumers want. So we\u2019ve adapted around that but also put in some things that are a little different to give people a\u00a0great introduction to Nixon.<\/p>\n<\/div>\n

\n

\u00a0Nixon is known for its diverse range of watches as seen in your ‘Horizon’ collection, will you be designing any products specifically based for the new London store?<\/strong><\/p>\n

For sure.\u00a0We\u2019ll do some limited and custom products, and we\u2019ll also do some\u00a0collaborations\u00a0with friends of the brand from London. Our stores give us an opportunity to do some different things\u00a0compared to what\u00a0we can do with most of our retail partners, so we\u2019ll have some fun.<\/p>\n<\/div>\n

\n

\"Nixon<\/a><\/p>\n<\/div>\n

\n

\u00a0Tell us about your\u00a0customisation\u00a0bar…<\/strong><\/p>\n<\/div>\n

\n

We\u2019ve always designed every\u00a0product as a custom product:\u00a0each model is built from the ground up, everything crafted just for that specific model. So doing individual custom pieces wasn\u2019t really that much of a leap, we just hadn\u2019t had a venue to do it before.\u00a0We think we\u2019ve created something that is\u00a0a great retail experience and one that let\u2019s people really engage with the brand. You get to\u00a0tell us\u00a0what inspires you, your style,\u00a0and\u00a0we walk through some different, curated options: what model, what\u00a0case, what finish, face, crown, band. In London and in Paris we\u2019ve got custom bar\u00a0\u201cbaristas\u201d\u00a0who are deep into our watches and they\u2019ll help you through the process. We then build the watch in the\u00a0store. You get to custom engrave the\u00a0caseback, and walk out with\u00a0a one-of-a-kind piece that\u00a0represents your style,\u00a0is very personal and\u00a0makes exactly the statement you want to make. It\u2019s super fun.<\/p>\n<\/div>\n

\n

\u00a0What do you hope to achieve for the brand by establishing yourself in London and Paris?<\/strong><\/p>\n<\/div>\n

\n

It\u2019s\u00a0about getting introduced to consumers in those cities\u00a0in a bigger but more personal way, and it\u2019s also about trying some new retail ideas for Nixon. We\u2019ll learn a lot, about what the different consumers want and also about how the retail concepts work, what we should amplify and build on.\u00a0It\u2019s also great for retailers to get a better and more up-to-date look at Nixon, see us in action,\u00a0and\u00a0see a broader representation of the brand, on our terms.<\/p>\n<\/div>\n

\n

\u00a0Do you have plans to tackle other big cities?<\/strong><\/p>\n<\/div>\n

\n

For sure.\u00a0The goal isn\u2019t to shift the business to a retail-centric model, but we think that having a retail presence in key cities helps us showcase the brand to consumers, and to retailers, with a more complete presentation. We are looking at other locations in Europe as well as in the US, and we have retail locations underway in Hong Kong, Melbourne and Sydney. We already have great businesses in those locations so it\u2019s about going deeper and taking the brand to the next level. We\u2019re\u00a0super\u00a0busy but we\u2019re stoked!<\/p>\n

 <\/p>\n

www.nixon.com<\/p>\n

 <\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

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