The town of Novi Pazar lies at a distance of 25 km northeast of the district town and has a population of 14 000 inhabitants. Novi Pazar is the municipal centre of 15 component settlements. The town is known under the name of Enipazar until 1878.

In the region of Novi Pazar there are remains of an ancient Bulgarian ground fortification from VII c. and a pre-Bulgarian necropolis from VIII c. During XVIII-XIX c. the town is an administrative and trade centre of the region. The town is described in the Ottoman tax registry books in 1622. The tourist sight of the town is the clock tower from 1862. The municipality is specialized in the production of porcelain, grains, vines, tobacco and technical cultures.