Nite Watch - uncompromising sports watches, with tritium
Nite International used to distribute Traser watches from Switzerland in the United Kingdom and as a result of that success, the company decided to start its own brand, Nite, focusing on modern designs.
"We wanted to be the masters of our own destiny with our own brand," says Andy Youings, Marketing Manager, Nite Inter-national. "We knew the market, we understood the watches. We try to make the best Tritium watch we can. We use extra thick sapphire glass, extra long pins, durable, strong cases. We want it to be as durable and strong as possible."
When the UK Special Forces chose the MX10, which carries a NATO stock number, it really put Nite on the map. Right now, Nite's biggest market is the UK, but the company has distributors in Japan, Sweden, Germany and Australia/New Zealand.
"We want to expand in the sports and military market," Youings says. "We are doing a lot of direct selling and working with military retailers in the UK. We are making good headway into the outdoor retailers."
The majority of Nite's watches are water resistant to 200 metres and the designs are rugged and good looking. "The design of the watch allows us to stand out," Youings says. "Most of the other brands are very military looking and actually quite similar in design from model to model. We have tried to take the benefits of the Tritium technology but be more design led, to have a wider appeal. People who want this technology are also going to want a good looking watch on their wrist.
"In the UK, we find a lot of people are pretty familiar with the Tritium technology," Youings continues. "Although in Sweden and Japan, people are not so familiar with it. You have to go through the process of educating people about the product, how it works, what the benefits are and more."
With the new collection, to be introduced this year, the company is using Swiss movements, for the improvement of the image of the brand. "The market wants Swiss movements, particularly, so we are providing that now," Youings says.