Brand Highlight: Nixon

Greetings from sunny Southern California!

We couldn’t think of a better brand to highlight this week than So. Cal native Nixon. In fact, we're coincidentally wearing our Sentry SS, pictured above.

Founded by Andy Laats and Chad DiNenna in 1998, Nixon’s focus is on the youth lifestyle market. Starting with $1 million from angel-investors, Nixon released its first catalog of seven watch models through 200 retailers (mainly surf, skate and snow shops.) The brand’s popularity quickly grew and was soon featured in fashion stores such as Barneys New York and Fred Segal.

Andy and Chad knew that in order to be successful, they would need feedback on their brand. Not just any feedback though, they enlisted legendary skateboard Tony Hawk among other professional athletes to give them advice. This became their “secret sauce” and they figured if it was good enough for Tony Hawk, it would be good enough for every customer.

In 2006, Nixon was sold to Billabong but in a reverse ownership deal, Laats and DiNenna purchased back the company in 2012. The brand is now owned by the founders, Trilantic Capital Partners and Billabong, and has former prAna chief Scott Kerslake as the new CEO.

Nixon’s success is due in part that the owners knew their market because they were their own best customers. They listened to their target market, hired rockstars to promote their brand, and never changed their values even as their business skyrocketed. Today, Nixon sells 90 watch models ranging from super affordable to luxurious in over 80 countries worldwide. They’ve even expanded their line to include headphones, wallets and more accessories.

“It started as a frustration at a lack of quality watches that simultaneously do the talking for you and has since grown into a group of athletes, rock stars, retailers, and dedicated loyalists that bring Nixon products to market. Fueled by adventures far and wide and often sometimes by those that happen just down the street we deliver products that meet your needs in various high-stress work and play environments.” -Nixon.com

Now that this article is written, it's time to enjoy our espresso and check out the new items on x-wear.com that were released today!

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