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editorial: about minimatikal – the extended version

Hi guys!

Now that is fully up-and-running I felt it was time for a bit of background. So sit back, relax, and allow me to explain what it is that we’re trying to do here.

What is minimatikal? is owned and operated by Ace Jewelers. We’re based in Amsterdam, the Netherlands. With Ace Jewelers we’ve been Authorized Dealer for NOMOS since early 2016, and it’s been a great ride since. We’ve sold many, many watches, we’ve visited them both in Berlin as well as in Glashuette, and we even had the opportunity to create our own Limited Edition. NOMOS is one of our favorite brands, and the people behind it make it a joy to work with as well.

Why minimatikal?

NOMOS has been available in the Ace Jewelers eBoutique ever since the launch, where it sits nice and comfortably in between a decent number of other luxury watch brands. But our love for NOMOS runs so deep that we felt it deserves its own place too. From an editorial perspective we wanted a place 100% dedicated to NOMOS, allowing us to geek out on the tiniest details. From a technical perspective we wanted to explore other eCommerce platforms than the one used by the main Ace Jewelers website, which is a rather large and sometimes complex machine. In terms of design it had to be tailor-made to fit the style and feel of the brand; clean and simple, yet not too serious. In short we were looking for a platform that would highlight NOMOS, that’d be be easy to operate and maintain, and that would allow us to experiment, change, and adapt in real time. Oh, and it had to be as cheap as possible!

The result of all this is what you see here: our love letter to NOMOS. First of all we have the blog, where we post whatever we feel suitable for a NOMOS-oriented website; press releases, our own editorial content, links to reads on other venues – all of that. Next we have a number of static pages, including those that feature all sizes (yes, including lug-to-lug!) of the various models. Finally there’s the eComm section. It’s mostly straps and buckles for now, though we’ll be adding more and more watches in time. For that we hope to add a lot of cool pre-owned pieces, display models and discontinued pieces – at great prices.

Who runs this place?

It’s me, Dale, with the help of Elise and the support of other Team Ace members. Send me an email via Hello@(…) if you have any questions!