California-based watch, accessories and audio brand Nixon is opening up its first brand-owned retail stores in Europe. The first store opened yesterday (September 4) in Paris’ Rue Froissant in the heart of the historic and creatively thriving district le Marais, situated among some of the city’s most well known art galleries and fashion houses. The Paris opening will be followed by a further one in London’s Carnaby area this October.

The new locations premiere Nixon’s “Horizon” marketing concept. The stores will feature new merchandise tools such as an open watch table in the shape of an undulating wave or a large format watch wall (inspired by retail-common sneaker walls) which will offer an accessible retail experience contrary to classic behind-the-glass watch presentations. Customers will also be able to create their own one-of-a-kind watches at the newly introduced, workshop-inspired customization bar.

Nixon creative director Tom Jones explains: “In an often overly cluttered retail landscape, the new Nixon retail locations are simple, bold, and curated; allowing for a more immersive and inspiring retail experience.”

Chad DiNenna, Nixon co-founder and EVP comments: “Our focus is to turn up Nixon’s awareness in key cities around the world and introduce ourselves, our premium products and our point of view to people in a big way.”