Martina Etti, head of international sales, Nomos
While Nomos Glashütte may still be a relatively niche brand, the critical acclaim the watchmaker has long been receiving has been translating into sales, with turnover doubling in the past three years – something Martina Etti is only too pleased to shout about.
A keen focus for the brand is the UK market, and Etti says that a lot of time is being spent building up a strong retail network here. “We want to work with the best and we want them to do it with total conviction,” she says. “Building up a high-quality retailer network takes time and commitment, but it is fundamental to our sales strategy.”
Nomos also has its sights set on expansion outside of Europe as it strives to position itself as a major global brand. Another particularly important market for the watchmaker in the past year has been the US, where it opened an office in New York, just a year after making its debut in the country.
“Our ambition at Nomos is to grow as a global brand, with a particular focus on the UK and US markets right now,” she says. “The buzz generated by our recent activities Stateside has been decisive for this.”
Off duty, Etti says you’ll most likely find her in jeans and trainers, hanging out with her husband and two sons, or indulging in one of her various culture vulture activities – she loves the opera, theatre and contemporary art. To reflect this, Etti has chosen the atelier of an artist friend as the location of her Hot 100 shoot, adding that it is also pretty on brand for Nomos too.
“It is a place where our group of friends love to meet, eat, drink and discuss things all night long, surrounded by paintings, photos and lots of other interesting stuff,” she says. “These are all things I love and which breathe the same spirit as our Nomos office in Berlin, where our marketing and design team is based.”