Nixon launches first European store in Paris

By

Olivier Guyot

Published
Sep 7, 2014

On September 4, Nixon opened the doors of its new store in Paris’ upper Marais (3rd arrondissement).

For the Californian watch and accessories brand, the opening of the 900 square foot store at 14 rue Froissart is very significant.

It’s not only the brand’s first French store, but also its first European location. In other words, it’s the beginning of a new retail adventure for the company.

The brand has moved into a commercially dynamic neighborhood that includes the likes of Royal Cheese and Cuisse de Grenouille, not to mention the boulevard Beaumarchais which features Merci, Ami and APC and now awaits the arrival of Melinda Gloss and Kitsuné.

And with its arrival in France, the brand, which has roots in board sports, has developed a strong store concept centered on the consumer experience.  

The space features wall-sized screens displaying the brand’s marketing concept, dubbed “Horizon”. In line with the concept, a horizon line on the walls 4 feet off the ground circumscribes the space.

Below the horizon, the floor and walls are black; above, they are gray. The products are arranged in eye-catching installations that play around with transparency.

The brand has set up a wall of watches that takes its inspiration from by the kind of sneaker walls found in footwear stores.

In the middle of the space, a large transparent case with watches arranged on a wavelike set of pedestals, displays dozens of models.

On the other side, a wall features black and white photos and accessories, while its range of apparel is presented on hangars.

The second part of the store, which plays around with bright wooden furniture, overlooks the watch bar. That’s where Nixon offers a unique opportunity for its customers.

Clients are invited to create their own customized products starting off with the base of models like The Time Teller, The Sentry and The 48-20 Chrono.

Customers can, in speaking with the barman, design their own watch, choosing among different dials, casings, and wristbands. The option to engrave details on the back of the watch should make the experience even more appealing.

The concept is set to be rolled out in London as well.

Next month, Nixon plans to open a 650 square foot flagship on Newburgh Street in the Carnaby Street neighborhood next month.