Nixon is more than the name of a former president of the United States of America. It is an indisputable brand of high-quality watches. Founded by Andy Laats and Chad DiNenna in 1997, Nixon focuses on the concept of fashion watches, aiming for a lifestyle market. It may sound like we're using complicated concepts, but in truth, the brand wants to be seen as an integral part of any outfit. Somewhere between "a t-shirt and a tattoo", according to Laats.
But let's go back. Laats, who had worked at the Burton company as a snowboard product manager, decided to leave his job to pursue a Masters in Business Administration. At that point, DiNenna, who specialises in communications, challenged him to set up Nixon at a time when the market wasn't specifically focused on watches. They decided to take a risk and opened a small factory in Encinitas, California. They started with 7 models designed for athletes and currently have more than 90 different watches for anyone who wants to be stylish. At BZR- Street Style Culture you'll find, at least, 41 models.
Over time, the business has evolved and so has the product catalogue. So, although Nixon is best known for its watches, the brand also produces other accessories such as hats and wallets.
As we've already told you, Nixon started by being aimed at the world of sports, specifically surfing, skateboarding and snowboarding. Basically, any activity that had a board. The founders worked closely with various athletes and realised there was potential for more. Today, the brand says it's made for independent, creative and free-thinking people.
Meanwhile, Nixon has been sold to Billabong International, only to return later to the hands of DiNenaa and Laats in 2012. Since then, it has partnered with beloved brands such as Metallica, Mickey Mouse, Star Wars and Santa Cruz. DiNenna said in an interview with Boardsport Source last month that at Nixon they believe in a junction between style and functionality. That's exactly the point of a fashion watch: to add sophistication without losing sight of timelessness and practicality.
The watches you'll find on our site range from analogue to digital. There are leather, stainless steel and TPU plastic buckles. There are models in silver, gold, rose gold, black and with pattern. The products are unisex, not least because Nixon watches are more connected to each person's personality. The most iconic ones are the minimalist Time Teller, the high-performance Regulus, the classic Sentry and the irreverent 51-30.
If you're wondering if the brand's name has any connection to former US President Richard Nixon, let's get it straight right away. When DiNenna and Laats were looking for a name, they wanted a word they could build a legacy on. They gathered a group of young snowboard athletes to test some suggestions and all were frowned upon. That is until they got to Nixon. At that point, no one said anything except "I think my mum said he had done something wrong". That's when the brand's founders realised they had found a name that was recognisable, but without much meaning to the youngsters.
The rest is history. The logo, on the other hand, which you'll find in evidence on two of the three caps you can find on our website, is made up of three components. The empty inside represents the bottom part of an hourglass. The black exterior symbolises the wings of time. Together, they form the shape of a flame. It is indeed complex, but with obvious references to the passage of time and timelessness.
Don't miss the opportunity to take your style to a new level. Nixon is synonymous with class in its purest state. Discover all the products on our site and don't let the time go by without noticing it.
