FOSSIL DIGS UP ANTIQUES FOR NY STORE
Byline: Marc Karimzadeh
NEW YORK — When guests enter the Fossil store in SoHo tonight to celebrate its official opening, they will find an installation of screens that are set into Fifties television cases and showcase old TV clips from that time.
That’s because the Richardson, Tex.-based company, which is known for putting its signature retro-inspired watches in vintage-look cases, is trying to bring its touch of Fifties Americana to SoHo.
For Fossil, the new store, located at 541 Broadway between Prince and Spring Streets, is the first in Manhattan to feature accessories and apparel, from jeans, belts and hats to sunglasses, wallets and fashion jewelry.
“This store will heighten the awareness that Fossil is not just designing watches and accessories, but also clothes,” said Leonardo Ruiz, area manager at Fossil. “Being in SoHo is so special because it’s a shopping mecca for everyone who is looking for something a little different and fun.”
Fossil’s creative team designed the 5,000-square-foot store, where watches account for 50 percent of the mix, apparel for 30 and accessories 20 percent. Since its soft opening in mid-July, Ruiz said best-selling items include stainless steel Fossil Rocks watches with mother of pearls faces that retail for $65 to $85.
The store is also the first for Fossil to feature an extensive selection of antiques that, unlike other Fossil units, are also for sale, such as whimsical vintage clocks, radios, fans, toasters and globes. One display case features collectible compacts displayed alongside Fossil’s newer watches. Another consists of vintage salt and pepper shakers assembled by Fossil employees from various sources, such as flea markets or eBay, said Ruiz.
There are also several shadow boxes positioned above the clothing, with themes such as school and housework interpreted with Fifties items like vintage pencil cases, lunch boxes, soaps and Brillo pads.
“With the antiques that are exclusive to [SoHo], this is just the true Fossil shopping experience,” Ruiz said.