Belfast-based watch business Nomadic has opened a boutique in the Northern Ireland capital where customers will be able to see their watches being assembled.
The company has a stated aim to build on Belfast’s industrial, and particularly shipbuilding, history by demonstrating that watches can be made — in part, at least — in the city.
Nomadic’s showroom is more than just a retail space, it is designed to give customers the opportunity to see their watch’s final assembly behind a glass screen.
“Nomadic’s watchmakers will be assembling and fine-tuning their timepieces in full view of visitors, offering a rare insight into the craftsmanship behind the brand,” the company describes.
Nomadic’s ambition is no less than putting Belfast on the world’s watchmaking map and has invested over £1 million in developing its retail and watchmaking operation.
It expects to create 10 jobs over the next two years, many in watchmaking, which will allow the business to increase capacity from 2,000 per year today to 5,000 by 2027.
Prices are typically in the $1,000 to $1,700 range for diver and GMT watch collections that typically use Swiss-made Sellita automatic movements.
The company has been steadily conquering new peaks with the design and finishing of its watches, which are sold direct to consumer online and at fairs like Wind-Up Watch Fair in the United States, British Watchmakers’ Day and WatchPro Salon in London.
Peter McAuley, Nomadic’s founder says opening a physical store has been an ambition since the business was founded.
“I firmly believe that in a world filled with artificial Intelligence, people value a meaningful in-person experience more than ever. Speaking face to face with an expert, getting hands on with a watch and immersing themselves in an incredible retail environment is not something you can replicate online,” he suggests.
His mission in the store is to make it less about retail and more about connecting with people. “This store is the realisation of that vision, and I can’t wait to bring this experience to the Belfast high street,” he declares.
Nomadic is following a trend for microbrands that were born as direct to consumer online players, but are now discovering the value of meeting customers face-to-face.
Christopher Ward recently opened a retail space at its Maidenhead headquarters. Fears opened in its home city of Bristol.
Both said the benefits of retail extend well beyond the commercial success of the store as direct contact with customers gives them invaluable feedback that can influence future product development, marketing and merchandising.
Nomadic wants to feel those benefits within and beyond Belfast. At the opening of its first store, Mr McAuley said that he already has plans to expand to other cities around the world.