Watching the Scent Marketing Trend

New York based Nooka - known for its innovative linear watch designs - has entered the endorphin branding™ age with the release of a new signature scent aptly called Nooka.

Designed by German fragrance developer Drom and Pierre-Constantin Gueros (who is credited for translating an abstract vision for the scent into particular ingredients), the new fragrance combines notes of leather and minerals intended to evoke imagery of watchbands and the quartz mechanism with top notes meant to smell like “electricity.”

“I don’t know if it sounds like bullshit,” says Matthew Waldman, who founded Nooka in 2004, “but the fragrance is designed.” The point, notes the innovative branding and interactive designer, is to create the scent of a “glam future” not unlike that envisioned in the 1960s and 70s and entirely appropriate to the funky-futuristic look of the Nooka watch lines. “I aspire to a chrome-coated future.”