#Mapic2014 RETAILER WATCH: Nixon

California-based Nixon has opened two stores in Europe this autumn, in London and Paris.

BACK TO THE BEGINNING
Founded in 1998 in California by Chad DiNenna and Andy Laats, Nixon is a premium watch and accessories brand for the youth lifestyle market. Nixon began with a small line of team-designed, custom-built watches sold exclusively in specialty boardsport and fashion retailers. Currently distributed in over 70 countries, Nixon’s product range has grown to include select softgoods, leather goods, custom audio products and more.

ON OFFER TODAY
The brand continues to innovate with several major products that have set the precedent in their particular categories, including the Super Tide watch, with a high-definition screen and the ability to hold 233 global tide locations pre-programmed for the next 15 years. The Blaster is Nixon’s first entry into Bluetooth portable speakers, and for Nixon, the focus is on their product, making it better particularly for those who surf, snowboard and ski. It is team designed and custom built. Nixon’s retail shops feature a workshop-inspired customisation bar where customers can create their own timepiece. This experience allows customers to choose from a palette of component parts and engraved detailing options for a custom-built watch.

WHERE TO TOMORROW?
Nixon has stores in 80 countries around the world, with a great base and platform to build on. In Europe, it’s about to go deeper into core countries and key cities, and it plans to use its flagship stores as hubs surrounded by some new retailer relationships and e-commerce to help broaden the brand. A new store in Hong Kong is helping build retail partnerships to build the business there and launch into mainland China.

Nixon opened its second European company-owned retail location in Newburgh Street, Carnaby, London, in October 2014. The new retail location follows in the footsteps of a Paris location, which opened in September 2014.

Nicky Godding
Retail editor

Nixon is focused on several key European cities as opportunities to grow the business and reach a broader audience. It sees the retail stores as an opportunity to elevate the brand with consumers and show what it can do.

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