Darrel and Ellen Watson outside their store in Boone, NC.

Darrel and Ellen Watson outside their store in Boone, NC.

About Us

Darrel Watson has always been a cowboy at heart. Growing up in the mountains of Western North Carolina, he lived a life many today have never experienced—one dependent on the land. His parents had seven children and 200 acres, and they made their living as farmers.

To this day, Darrel leases farmland and owns cattle all over the High Country of North Carolina. And unlike most modern cowboys, he also has his own western-themed store—Watsonatta Western World in downtown Boone. 

The store is packed from floor to ceiling with every western product imaginable, from hats to jeans to framed photos of John Wayne. Watsonatta carries hand-painted shirts and vests, kids’ boots and dress-up items, horse and tack supplies, and a huge selection of jeans. Cowboy boots are the store’s best-selling item, and there’s a price for everyone: Watsonatta carries everything from $59.95 work boots to $2,000 natural alligator cowboy boots.


 Darrel first opened Watsonatta more than 40 years ago. The cowboy entrepreneur was in his early 20s and had just $600 in his pocket. He’d just moved back to the High Country after a stint in Charlotte, where he’d worn a number of hats: at various times he worked for an advertising agency, managed a rock ‘n roll band and owned horse stables. Darrel enjoyed his time in Charlotte but, as he told High Country Press in 2006, “the mountains brought [him] back.”



Watsonatta Western World is located at 711 W. King Street, Boone,  NC. Come pay us a visit! If you don't have time to stop by, give us a call at (828) 264-4540. We will ship anywhere.