Nixon
- Founded
- 1997
- Based in
- Encinitas, California, USA
- In our catalog
- 2 watches from $100 to $550
Nixon was born in board shops, not jewelers. Its first customers were surfers, skaters and snowboarders, and its watches were designed for them: big, bold, colorful and tough enough for salt water and falls. In the 2000s a Nixon on a rubber strap was as much a part of action sports style as the right shoes.
History
Andy Laats and Chad DiNenna started Nixon in Encinitas, a surf town north of San Diego, in the late 1990s. Their idea was to make watches for the people they knew, sold through the shops those people already went to. It worked, and Nixon expanded into headphones, bags and accessories. The brand has had several owners over the years, including Billabong, but has kept its Southern California identity.
Signature models
- Time Teller: The bestseller for years, a slim, simple watch in endless colors and collaborations.
- 51-30 Chrono: The other extreme, a 51 mm chronograph rated to 300 m, designed to be as big and bold as possible.
What it's known for
Nixon releases watches with surf brands, artists and bands, and its tide-tracking models are popular with surfers. The watches use Japanese quartz movements.
Price and positioning
Nixon watches mostly cost $100 to $500. G-Shock is the obvious rival on toughness and price, and Swatch on fun. Nixon's edge is its surf and skate culture.
Nixon watches in our library
- Nixon Time Teller ($100 to $125)
- Nixon 51-30 Chrono ($500 to $550)