Q&ANomos’ Chief Branding Officer On The Brand’s Deutsche Distinction And More

Give us your view of the novelties of the year from Nomos.

First we have the Update series, which works on our new calibre DUW6101. That’s the new Neomatik date calibre, which is used in very slim watches. They’re quite flat, but they’re automatic. And now the movement comes with a date, which can be adjusted forward and backwards very quickly. We are extremely proud of this new ‘engine’. Then we have the Autobahn series, which is one model in different colours. We are very happy about this watch because it’s specially designed by Werner Aisslinger, who is quite a famous designer back in Germany, and maybe worldwide, because he has had exhibitions in New York, London and Paris. This dial has got these curves and the very special date. Last but not the least, we’ve got the Tetra Petit Four series, which is our classic watch, Tetra, in four new spring colours.

Which is your favourite?

My favourite 2018 novelty is the Autobahn in white, with a silver-plated dial.

What would you say are the strongest trends in watches this year?

In the last two or three years, I think watches have become more sophisticated, a little more elegant, and maybe not as loud anymore, as they were a few years ago.

People are saying smaller sizes are still in. What do you think?

Yes, but only with the men’s watches. The women, I think, prefer bigger watches than a few years ago. So maybe they meet at a size between 37 and 39mm.

What are the true values of watchmaking according to you?

Quality, quality, quality! You’ve got to have a watch you can rely on, the best materials and the best design, and everything. Usually, people wear their watches every day and they want to keep them for a lifetime. It’s not a fashion thing for me but something that has to last for a long time.

Why should someone choose Nomos?

I think to buy a Nomos watch is a good idea, because our watches have a high and appreciating value. A Tangente watch used to cost €500 about 25 years ago, and now it costs up to €3,000. The value has increased. We have changed the calibres in these watches now, but still, Nomos watches have increased in value. It’s a good idea to invest in a watch made in Germany, which will have high quality with German engineering and craftsmanship. German product design means watches with a minimalistic look. It’s definitely cost-effective since Swiss watches of the same quality are more expensive.

What are the key differences between Swiss and German watchmaking?

I don’t want to talk about the others, because they should talk about themselves. We have got 11 calibres, all made by ourselves. To have 11 calibres is something special. We don’t buy anything, and I think that’s exceptional. I don’t know many Swiss brands that are doing that—maybe the very expensive ones—but not the other brands. They may have a calibre or two, while they source the rest. Even the design is different between Swiss and German watches.

Nomos has been known for its high design values. What strong design influences do you consider while developing products?

Usually, we work with mood boards, and we collect pictures from different parts of everyday life, of art, of interior design and fashion, but most important is art. Our design department works in Berlin. I think it’s important for us to be in cafés, galleries and museums, and to watch people, in the tube even, to see what’s on the street, and to get a feeling of the things that are coming.