Nixon is following in the footsteps of other luxury brands by taking their products directly to the customers with two new European brand stores. Today, (September 4, 2014) Nixon opened a store in Paris’ le Marais district. And in October they will open a store in London as well.
These new locations premiere Nixon’s Horizon marketing concept. The horizon line is a reference to a common thread, which runs through the Nixon landscape—oceans, mountains, concrete jungles. A subtle nod to the diverse environments of surfing, snowboarding and skateboarding, the horizon line is more of an ownable design point of view than a literal interpretation. It becomes the canvas for the Nixon story, allowing us to showcase our perspective and products in a bold, distinct way.
Appears to be just one more step toward Nixon running everything their way. For the official word from Nixon including Paris store location and business hours, please follow the jump.NIXON PARIS: NOW OPEN
FIRST BRAND-OWNED RETAIL NOW OPEN, LONDON TO OPEN THIS OCTOBER
Encinitas, CA – Expanding Nixon’s retail experience, the California-based watch, accessories and audio brand opened the doors to their first brand store in Paris today. Located on rue Froissart in the heart of le Marais—the historic and creatively thriving district of Paris— Nixon’s new space is situated among some of the city’s most well known art galleries, fashion houses and restaurants.
Come October, London will play host to Nixon’s next store opening in the capital city’s culturally inspired Carnaby area. Positioned parallel to the legendary Carnaby Street, the new retail location on Newburgh Street is currently in the final stages of its transformation.
These new locations premiere Nixon’s Horizon marketing concept. The horizon line is a reference to a common thread, which runs through the Nixon landscape—oceans, mountains, concrete jungles. A subtle nod to the diverse environments of surfing, snowboarding and skateboarding, the horizon line is more of an own able design point of view than a literal interpretation. It becomes the canvas for the Nixon story, allowing us to showcase our perspective and products in a bold, distinct way.
Tom Jones, Nixon Creative Director had this to say: “The new Horizon retail concept is something we’re all very excited about. In an often overly cluttered retail landscape, the new Nixon retail locations are simple, bold and curated; allowing for a more immersive and inspiring retail experience. This new visual language, paired with industry firsts—such as the sneaker style watch wall and above glass merchandising—clearly express the brands confidence and point of view. We think these new ideas will create a more inclusive customer experience creating deeper connections with our product.”
Challenging the status quo of how watches are typically displayed at retail, both locations feature new, innovative merchandise tools. An open watch table formed in the shape of an undulating wave has been designed to provide customers with a totally immersive, accessible, and premium retail experience that allows them to not just look, but touch and feel the ‘new’ from Nixon. A large format watch wall, inspired by boutique sneaker walls, showcases watches in an open format. Rather than withholding product behind locked glass panels, the open table and open wall displays redefine watch merchandising, inviting customers to interact freely with the product.
A first for the brand, the new retail concept also introduces a workshop-inspired customization bar. Here, the store’s clientele are invited to create their own one-of-a-kind timepiece from a palette of component parts and engraved detailing options. This truly unique experience allows the end consumer to wholly engage with the brand and leave with an original watch that they’ve helped design.
Chad DiNenna, Nixon Co-Founder and EVP of Marketing, added: “The opening of our first stores in Paris and London are indicative of bigger brand initiatives taking place globally. Our focus is to turn up Nixon’s awareness in key cities around the world and introduce ourselves, our premium products and our point of view to people in a big way.”
Nixon Paris Store Details:
14 Rue Froissart, 75003 Paris
Phone +33 (0)1 42 77 04 71
Days and Hours:
Monday: 2:00pm – 7:30pm
Tuesday – Saturday: 11:00am – 7:30pm
Sunday: 2:00pm – 7:30pm
For access to all available high res imagery, please contact: Deborah.Hsu@nixon.com
For access to a curated library of web-ready imagery, please click here.
About Nixon
Founded in 1998 in Encinitas, CA, Nixon is the premium watch and accessories brand for the youth lifestyle market. Focused on making the little stuff better, Nixon began with a small line of team-designed, custom-built watches sold exclusively in specialty boardsport and fashion retailers. Currently distributed in over 90 countries, Nixon’s product range has grown to include select softwoods, leather goods, custom audio products and more. For more information, please visit: Nixon.com.
