At first glance, Nodus might seem like just another player in a very competitive industry. However, a closer look reveals several unique characteristics that make this brand stand out. Firstly, they have positioned themselves as partners of other watch companies, sharing with them technical innovations and collaborating on the design of new products, such as the very cool Trailtrekker. Nodus is also not afraid to experiment with vibrant colors and bold designs, which helps make their pieces more memorable.
In this conversation, Wes shares his vision, how the company operates, and what he sees for the future of Nodus. It is an intriguing perspective that deserves the attention of every watch enthusiast.
1. Why did the founders decide to express their passion for design in the limited space a watch offers?
Cullen and I were always driven by our passions since we were kids. We first became friends over music and guitar, and eventually built guitars together. When we got to college, our passion for watches was ignited and our conversations slowly moved away from music and towards watches. Much like our guitar-building journey, we were inspired by many brands that came before us but wanted to put our own twist on watch design. While watches are physically small, there is an incredible amount of detail that goes into a design. As detail-oriented people, we felt that this was the perfect medium to get our ideas across.
2. Considering the increase in the number of new watch companies, what is Nodus doing to set the brand apart from competitors in the industry?
We see Nodus as the watch industry's R&D lab. We have some innovations that we have tested on our own watches. Once these ideas are proven and tested under Nodus, we share them with many of our friends and colleagues in the industry. Our close proximity to our manufacturing partners allows us to rapidly test and iterate at a level that many independents aren't able to. Through our work, we have developed cost and quality advantages that we share with partners to raise the standard for independent brands and grow the overall size of the market.
3. Who is your priority target market, and how do you customize your watches to meet their needs and preferences?
Our market consists of mostly watch enthusiasts, as this is the market that holds brands to a higher standard and actively sends feedback to brands. By having such a consistent feedback loop, we can iterate much quicker and apply feedback to our products.
4. Can you discuss Nodus' approach to sustainability and ethical sourcing within its supply chain, and how does this resonate with today's conscious consumer?
We limit the amount of plastics and styrofoam that we use in our packaging, shipping supplies, and products. Our commitment to ethical sourcing extends beyond just the product itself, as we frequently visit our factories, to ensure a comfortable working environment for the craftspeople that work on our watches and straps. By being so close to our supply chain, we have full visibility over everything from materials to people.
5. What role does digital marketing play in Nodus' overall marketing mix? Are there any particular platforms or strategies that have proven especially effective?
Most of our marketing is via word of mouth, particularly on watch enthusiast forums such as WatchUSeek or Facebook groups. My personal favorite platform currently is WatchCrunch. We also use the typical social media platforms - Instagram and Facebook primarily - to communicate with our customers and showcase our work. However, we don't think about marketing in a very traditional way, as we are not a very traditional watch brand or business.
We primarily focus on three things:
NodeX™ - our research and design projects, which we develop and test on Nodus watches then partner with other brands.
Design Lab - our customization and collaboration platform for groups, brands, designers, etc to work with us on custom watch designs.
Intersect - a collaborative watch event that is co-hosted by us and other watch brands.
6. Collaboration with influencers and brand ambassadors has become a common marketing tactic. Can you discuss any notable partnerships or collaborations Nodus has engaged in to enhance its brand visibility and reputation?
As I alluded to earlier, we are all about collaboration, as our three main efforts are all tied together by the idea of collaboration. For example, at Intersect, we bring in brands from all over the world, like Rze from Singapore, Farer from the UK, MK II from Pennsylvania, etc.
Through NodeX™, we have licensed our extension module to brands such as Sangin Instruments, Astor & Banks, and Farer.
We have collaborated through our Design Lab with brands such as Raven Watches and automotive journalist Matt Farah from The Smoking Tire to create his own bespoke watch design.
Generally speaking, we don't have any brand ambassadors or influencer partners, as our main focus is on creating cool and innovative watches - sometimes that means partnering with cool and popular brands and people.
7. What can we expect from the brand in the future?
Our focus will remain on the three efforts outlined: NodeX™, Design Lab, and Intersect. But as far as our watch design goes, we are leaning into the idea of "efficient design," where each watch will be made with no wasted space, with wearability at the forefront of our minds, and versatility as a core design focus. We are currently in development of the new Sector platform, new Duality, as well as a handful of very exciting Design Lab projects. NodeX™ 2.0 is also in development, alongside upgraded crown and bezel mechanism designs.
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