With the opening of its first New York Store, Nixon is set to infuse the SoHo neighborhood with some California charm. The brand’s West Coast inspired collection of Team Designed, Custom Built watches challenge the status quo of how watches are typically displayed at retail with award-winning, innovative merchandise tools. An open watch table formed in the shape of a wave — a subtle nod to Nixon’s surf heritage — provide customers with an immersive experience that allows shoppers to not just look, but touch and interact with products. Additionally, a large format watch wall, inspired by boutique sneaker walls, showcases watches in an open format. Rather than withholding product behind locked glass, the new open format flips the script of traditional watch shopping and redefines watch merchandising, inviting customers to engage freely with product.
Another first for the brand, the NYC retail concept also introduces a workshop-inspired customization bar — available in-store or by appointment. Here, guests 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 they’ve helped design.
The new store location gives NYC shoppers an opportunity to get to know and shop the brand best known for its strong roots in Southern California culture. Echoing that sentiment, Brian White, VP of Nixon Sales, had this to say: “The New York location presents a great opportunity for us to showcase our best foot forward and introduce the brand to a whole new audience. Add to that, it’s our only Customization Bar location in North America and we are excited to give a unique Nixon experience you can’t find anywhere else to our brand followers in SoHo.”
Be sure to check out Nixon SoHo Flagship store through the video above as well in the in-depth preview photos below.
Nixon Soho Flagship Store
122 Prince St
New York, NY 10012
- Maggie Waller/HYPEBEAST