Creating hard-wearing, heavy-duty time pieces mastered to endure skate, surf, snow and style shifts, Nixon is the ultimate manufacturer of elite accessories, expertly crafting watches that transcend trends.
Perfectly blending rough and tough functionality with a striking signature aesthetic, Nixon has redefined the way the world keeps time for the past thirteen years. Founded by friends and forward-thinking entrepreneurs Andy Laats and Chad DiNenna in 1997, the two pioneers embarked on their brave business venture with little funds or experience. Raising all venture capital off their own backs, Andy and Chad plotted over the course of a year from their hometown of California. After months of blood, sweat and tears, the two successfully amassed an impressive one million dollars with which they opened a subsidiary in France in 2000. Fast-forward a few and by 2005 Nixon had picked up some serious speed, producing a 90-strong watch collection from a team of 60 employees with sales rocketing. Establishing the brand as a global success what followed was a mega-million deal with major surfing brand Billabong and an expansion to headphones and a range of analog and digital watches for both men and women.
Counting high-profiled fans amongst single-namers Brad, LiLo and Kanye, Nixon has majestically monopolised the world of modest luxury with their classic designs and reputable quality. i-D Online took time out with Nixon co-founder and director of marketing Chad Di Nenna to find out what makes him tick.
What time is it? 15:16
What’s your favourite way to pass the time? Surfing with friends down the street from the office.
What’s your favourite time of day? Noon, because it’s sunny, warm, and things are always popping around Nixon.
What has time taught you? Listen more and be patient, it’s not about what happens in the next 10 minutes it is more about how the decision you make today will effect things 10 years from now.
If you could travel forward to any point in time where would you go and why? My 100th birthday might be good to see how everything worked out in life. Look at where Nixon is, my family and friends and then I can go back and make any adjustments in my approach for the better.
If you could travel back to any point in time where would you return and why? My wedding day, being surrounded by all your family and friends for one of the biggest parties of your life, there’s a good time!
What’s your favourite time of year? Summer, people come out of their shells when the sun is hot and shining down on everything. People where we live tend to be out and about a lot more just enjoying life.
Time flies when you’re having fun, if you could travel anywhere to have fun where would you go and why? There is a private surf island in Fiji called Tavarua. Last few years we have grabbed a lot of our co-workers, close friends and supporters of the brand and taken the place over for a week’s worth of chaos and camaraderie. Surfing, freediving, fishing, skating, karaoke, scavenger hunts. It gets pretty crazy and you always return with stories for life.
If you had Bernard’s watch and you could stop time what would you do and why? I’d like to sit here and say I would do things that could benefit the environment and humanity but it is hard to not think about all the fun, mischievous and illicit things you could get away with when you have a watch like that so in order to maintain any dignity and/or respect you might have for me, I’ll keep my answer to myself on this one!
Nixon has opened a pop-up store in Selfridges, London from 22nd April – 22nd of May.