Nixon Watches reorganizes to focus on digital

Nixon reorganized this week with the announcement that it cut 13 jobs and will add 11 new to focus on its digital business in the coming year.

Mission Smartwatch – Nixon

Firings came from multiple departments although the company has not given more specifics as to job titles let go. In a statement, CEO Nick Stowe said letting the 13 people go was “the really hard part” of the reorganization.

New positions created will include a VP of e-commerce and a team of digital marketers who will focus on developing Instagram stories. Existing roles are also to change. Stowe also said Nixon will open “11 new roles where we have gaps and opportunities, mainly in digital marketing, product, and e-commerce.” Stowe explained the company was “overdue” in making changes and pointed to how the consumer shops online and how the reorganization shows how Nixon is adjusting to modern business.

Stowe said the new digital focus will “modernize Nixon and really get us aligned with the changes we see happening around us.”

The watch segment has been struggling as more consumers rely on their phones for time telling. Action Watch, an organization of 200 stores in the watch business, saw a 24% drop in sales for Q3 of last year over previous years.

Nixon’s brand recognition remains however. Nixon drove three quarters of the sales Action Watch tracks.

After the reorganization, Nixon will continue to have 250 employees globally.

 

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