Belfast-based luxury watch brand Nomadic Watches is set to open its first retail store in June, enhancing customer experience and production capacity while aiming for international growth.

Belfast-based luxury watch brand Nomadic Watches is preparing to launch its first physical retail presence later this year. Founded by mechanical engineer Peter McAuley, the brand will also move its assembly operations to the new location at Imperial House on Donegall Square East, marking a significant expansion for the company that began in McAuley’s spare bedroom in 2021.

The new store, designed by Belfast agency Crown Creative, is slated to open in June and will be situated adjacent to the Ulster Bank headquarters. McAuley outlined that the retail space will provide an immersive experience for customers, stating, “It’s not just going to be a shop to buy watches. We are actually bringing our watchmakers in there and they’re going to be behind a nice big glass panel.” He added, “Whenever you come in to see the watches you’ll be able to see the guys actually building them,” emphasizing the importance of showcasing local talent.

In addition to the immersive retail environment, the new assembly line will enhance production capacity. McAuley highlighted that Nomadic Watches anticipates producing around 2,000 pieces this year. Each timepiece from the brand ranges from £995 to £2,750, distinguishing itself as “attainable luxury” compared to more prominent luxury brands. For instance, a new Rolex Oyster Perpetual watch typically starts around £5,000, with the upper tiers of Rolex collections reaching six-figure prices. McAuley remarked, “There is definitely a big market for luxury products, but we see ourselves as attainable luxury,” underlining that while Nomadic Watches remains a luxury offering, it is positioned to be more accessible for a broader audience.

As part of this expansion, the company plans to invest £1 million over the next 24 months to double its workforce, intending to recruit ten new staff members. McAuley articulated his vision for the brand’s future, saying, “The plan over the next five years is for us to become a household name – as the Irish watch brand or the Belfast watch brand.” He acknowledged the absence of a local watch brand in a landscape dominated by large British and Swiss names, stating, “We want to be that.”

Nomadic Watches has quickly gained an international footprint, having shipped timepieces to 40 countries last year. As it continues to grow, the company aims to forge a connection between its products and their customers, embodying their stories and histories through the timepieces it creates.

Source: Noah Wire Services