Nixon Redesign Concept exercise

I've been a big fan of nixon watches for a while. I also think they've needed a fresh redesign for a while. So I wanted to play with redesigning and restructuring how they present their product and use their already existing beautiful product shots.

I get to work on a lot of interesting and challenging designing every day at work, so I like to still mess with other brand concepts on the side.

My hypothesis behind this was: By creating an experience that calls attention to and organizes Nixon's product and lifestyle in a beautiful way, will increase online sales and brand loyalty ... i have no way to prove that to be true since its only a concept, but it had fun making it =)