Brand worn by Kanye West and Justin Beiber promises “futuristic time”.
American watch brand Nooka has arrived in the UK under Tide Distribution with a view to shaking up the UK fashion watch market with its oversized, colourful watches.
The brand currently offers 85 different models including interchangeable watches and a choice of seven POS displays.
It was founded in 2004 by artist and designer Matthew Waldman who wanted to create watches with “enhanced functionality and a futuristic philosophy”. Waldman says he was struck by how limited watch styles were in how they displayed the time and, after being inspired by a large wall clock in a London hotel, sketched designs on a napkin that were later patented becoming Nooka.
Waldman said of the brand’s UK move: “The Nooka story is a truly global one with touch points in London, New York, Osaka, and Tokyo. These are all cities that share and develop the common language of fashion and global pop culture.
“The British are some of the most design conscious people in Europe, always excited by [what’s] new, and this is something that resonates with me as a designer and world citizen.”
The brand has been worn by a number of celebrities including rapper Kanye West and teen pop star Justin Bieber. It also claims to attract a large following of “street wear enthusiasts”.
The watches range from £99 to about £300, with a number of interchangeable or moveable designs including digital chronographs and LCD watches that display time through a representation of dots or bars.
Nooka has already launched a UK-based website and also sells T-shirts, belts, wallets and Japanese-inspired vinyl toys.
The collections bear similarities to colourful French fashion watch brand Wize & Ope and the futuristic LCD range designed and sold via Tokyo Flash.