Behind the Launch: SKAGEN x Neighborhood Goods Watch
A smiley on a vibrant green watch; it’s the kind of accessory you’d want on your wrist while you dance in a flash mob to Come on Elieen. Playful with a touch of quirk, this SKAGEN x Neighborhood Goods collaboration emerged from a mutual obsession with color and Danish design sensibilities. In the era of smartwatches controlling the lights in your house and telling you when to stand up during the day, opting into the simplicity of a classic timepiece feels like a breath of fresh air. We talked with Ian Miller (whose shared name with heartthrob in My Big Fat Greek Wedding is purely coincidental), Global Director of Concept and Design, and Brooke Davis, Neighborhood Goods’ Creative Manager about how this collaboration came to be.
Our friendship with SKAGEN began when they shared shelf space as one of the first brands in our store. Ian recalls, “there was such an exciting energy in our initial pop up, like our shared love of color and nod to happiness in our iconography. So, when the exciting opportunity came about to collaborate, we were so thrilled to partner and design a product together.” Inspired by Denmark’s Wes Anderson-esque landscape, with its rows of pastel houses lining the sea, SKAGEN integrates the spectrum of color which exists in their daily life. They pare down this aesthetic with a focus on functionality to create simple pieces with enduring characteristics. The lucky medium for this collab is a Skagen fan favorite: the 41mm Aaren watch. Each timepiece features a white sandblast dial, three-hand movement and silicone strap. With a blank canvas to ideate on, it was time to bring the watch faces to life.
The teams worked together to come up with designs which included sleek elements of Neighborhood Goods’ classic iconography, like our logo and smiley. They wanted these watches to be a subtle expression of the two brands that the average human could wear in their everyday life. The two designs were made for two types of people: the more serious personalities who appreciate minimalism and sleek accessories and those who want their wardrobe to express energy and excitement.
Having the Neighborhood Goods logo line up perfectly with the watch face, was a happy accident.”I freaked out when we figured out the logo fit. That was definitely a great win,” said Brooke Davis. While this watch was a match made in heaven for Neighborhood Goods, there still was a pull to incorporate the positive messaging in the catchphrase we often utilize: “Have a good day.” Cue our beloved smiley. Paired with a band in primary green, a smiley peers out behind the subdial on the second watch in this limited edition timepiece while the more minimalist black watch subtly incorporates the Neighborhood Goods logo. We loved these options so much, we kept both of them!
Remarkably, we are launching this SKAGEN x Neighborhood Goods collaboration on the same day we are celebrating our two year anniversary of our very first store at Legacy West in Plano, TX. Come into any of our stores to try on the watches for yourself.