“Nixon is a watch brand sold in non-watch stores at the moment, and we want to change this,” states Michel Bouchard.
That will require deft repositioning so that Nixon doesn’t lose the Californian fashion vibe that makes it attractive to surfing and skateboarding fans, but opens up its market to more mainstream watch lovers.
“Remember Nixon, as a lifestyle Californian brand, used to be sold in action sports shops and fashions shops, but we are a watch brand, not a licence,” Michel asserts.
The UK is one of three European countries where Nixon is focusing its firepower this year. The biggest news will be the opening of two retail stores this summer in London and Paris.
“One being in the trendy Marais in Paris in September, the other will be in the Carnaby Street area in October,” Michel reveals.
Nixon is also enjoying a successful partnership with department store John Lewis, which already stocks its watches in ten destinations.
Michel is one of a growing legion of Frenchmen who have made London their home. Both of his two children were born in the city and are now, to Michel’s dismay, growing up as Englishmen. “My two kids were born in London. Technically they are French, as my wife and myself are French, but when I hear the accent of my son in English, it really makes me feel I have to get them some French lessons.”