Image via Complex Original
Sporting goods stores serve their purpose, and malls have their special place in our Auntie Anne-scented memories, but there’s nothing like walking into your favorite specialty boutique to talk shop with pro-level staff. Besides being the first to offer new arrivals and the limited-edition drops that sell out in .02 seconds online, brick-and-mortar stores offer up a sense of community that you can’t find in the comments section. That’s why we’re happy to add Nixon to our roster of can’t-miss spots. The squad dropped by the SoCal brand’s recently opened Soho location to investigate how their store parallels our favorite sneaker shops. From a customization bar to an expert staff, you won’t be disappointed if you find yourself there this holiday season.
That Boutique Feel
The New York brick-and-mortar spot opened this month to reveal a next-level space that stays true to the brand’s action sports heritage. Thanks to Nixon’s signature wave-inspired watch display, customers are free to interact with the products without having to point at their pick through a glass case. Like your go-to sneaker boutique, you can get a feel for your favorite styles before taking the plunge.
Performance Roots
The brand was founded by a pair of action-sport industry enthusiasts in 1998 after unsuccessful attempts to find a quality watch that fit their active lifestyle. The company remains focused on delivering products that are inspired by the high-stress adventures we take on, whether it’s for work or play. Similar to any sneaker brand, Nixon’s original designs were shaped by sport and the needs of an active lifestyle.
Pick Your Lane
When you’re browsing for your next sneaker cop, you probably already have a style in mind. Maybe you’re all stocked up on retro runners, but are on a quest for the next best skate silo. The same goes for watches, since every great personal collection requires a variety of options. Choose from a specific type of watch—the assortment includes surf, classic, digital, chronograph, or automatic styles—at price points ranging from $50–$400-plus for your best fit.
Totally Customizable
If you’re not totally set on a specific style or colorway in-store, the new location allows you to create your own one-of-a-kind look at the Nixon customization bar. The difference between this custom opportunity and one for your kicks? It takes less than an hour to piece together a limited-edition timepiece (and you don’t have to worry about the colors looking different than expected upon arrival). This may seem like a fairly standard option for folks looking to customize their watches, but in an industry that is relatively stiff when it comes to what changes can and cannot be made, Nixon is setting a new precedent by offering a unique customization service that is essentially unheard of in the watch world.
Limited Drops
Sneakers and concert hoodies aren’t the only limited-edition items we’re trying to get our hands on today. Star Wars fans won’t be disappointed by Nixon's take on what Darth Vader would pick to flick of the wrist. Nixon’s Swiss-made Automatic RSVP collection considers itself an invitation to re-imagine unpredictable elements and exclusive materials. Ever wanted a wristwatch with a distinctively vintage feel in an unexpected hue? Check these out before they’re gone.
Next-Level Performance
Just like sneaker companies take pride in dropping the next best performance technology, Nixon continues to bring wearable technology to the next level. The brand unveiled the Ultratide as the world’s smartest tide watch to provide wearers with real time, Bluetooth-connected wave, wind, swell, and water info, revealing the temperature, height, and speed of each.
Join the Club
Unlike cars and designer wares, a watch collection (much like a sneaker one) is a realistic hobby. Beyond the obvious dollar sign difference, timepieces that express your personal style don’t have to take up a ton of space or time to maintain. In short, it's all too easy to be Mr. Nice Watch.
If you’re in NYC, check out the new location at 122 Prince Street, between Wooster and Broome Streets, from 10 a.m. to 8 p.m. Monday to Saturday, or 10 a.m. to 7p.m. Sunday.