Nixon

So here's the thing about Nixon - they're not just another watch company trying to sell you timepieces. They're basically the brand that figured out action sports athletes actually wanted watches that didn't look like their dad's Timex. Founded back in 1997 by Andy Laats and Chad DiNenna in Encinitas, California, Nixon started because these guys noticed a gap in the market. Laats had worked at Burton (yeah, the snowboard company), and they both realized surfers, skaters, and snowboarders needed watches that could handle their lifestyle but still looked good at a party.

What's kind of cool is how they built the whole thing. Instead of going mass market right away, they sold exclusively through board sport shops and fashion retailers. That gave them street cred, you know? And it worked. Today they're sold in over 90 countries, which is pretty wild when you think about it starting as seven watches in a catalog.

The watches themselves range from affordable everyday pieces to their "Elite" collection with Swiss automatic movements. Their 51-30 Chrono is basically iconic at this point - you've probably seen it on someone's wrist. They also do collaborations with bands like Metallica and Nirvana, plus Disney properties like Star Wars. It's that mix of action sports culture with pop culture that keeps them relevant.

But Nixon's more than watches now. They've got clothing, bags, wallets, belts - basically everything you'd need to complete your look. The surf and skate roots are still there in every design. They pay attention to details, which sounds cliche, but when you're wearing their gear, you notice it. The quality's there.

One interesting shift: they used to have standalone retail stores in places like Berkeley, Melbourne, and Bali. As of 2025, though, they've moved entirely online and through retail partners like Tillys and Macy's. Makes sense in today's market, honestly. Why pay rent on storefronts when everyone's shopping online anyway?

The company's had an interesting journey ownership-wise too. Billabong bought them in 2006 for about $55 million, then in 2012 Nixon went independent again with private equity backing. The whole transaction valued them at around $464 million, which shows how much the brand had grown.

What really sets Nixon apart is their customization options. If you're in the US or Canada, you can build your own watch - pick the case, dial, hands, band, even add engraving. It's that "team-designed, custom-built" philosophy they've always had. They don't want everyone wearing Nixon; they want the right people wearing Nixon. And by "right people," they mean creative independents, free-thinkers, people living unbound lives.

Their headquarters is still in Carlsbad, California, keeping that SoCal vibe alive. They've got offices in France and Australia too, maintaining that global presence. The brand's been worn by everyone from Ryan Reynolds to Kendrick Lamar to Dave Grohl - not because of endorsement deals necessarily, but because the watches genuinely fit their style.

Are they perfect? No company is. But for what they set out to do - create premium watches and accessories for the action sports lifestyle market - they've pretty much nailed it. Twenty-eight years later, they're still pushing boundaries and staying true to their roots. That's harder than it sounds in the fashion and accessories world, where trends change faster than you can set your watch.