Nixon (company)
| Company type | Private |
|---|---|
| Industry | Wristwatches, Accessories, Apparel |
| Founded | 1997 in Encinitas, California, United States |
| Founder | Andy Laats, Chad DiNenna |
| Headquarters | Carlsbad , United States |
Area served | Worldwide (more than 90 countries) |
Key people | Andy Laats (co-founder), Chad DiNenna (co-founder) |
| Products | Wristwatches, Apparel, Accessories |
Number of employees | 60 (2005) |
| Website | www |
Nixon is a United States-based brand specializing in wristwatches and accessories, founded in 1997 in Encinitas, California by entrepreneurs Andy Laats and Chad DiNenna. Originally operating standalone retail outlets in cities such as Berkeley, California, Bondi, Melbourne, and Kuta, Bali, Nixon transitioned its approach by April 2025 to prioritize distribution through retail partners like Tilley's and Macy's, alongside its own e-commerce platform. The company maintains an international footprint, with products available in more than 90 countries worldwide.
History
The inception of Nixon dates back to 1997 when Andy Laats and Chad DiNenna launched the company in Encinitas, California. Laats brought an engineering background from Cornell University and was pursuing an MBA at Stanford University, having previously overseen snowboard product development at Burton Snowboards. DiNenna contributed experience from his communications studies at California State University, Long Beach, and five years working in publishing at TransWorld Media.
With close to US$1 million raised through venture capital, the founders introduced their first catalog featuring seven watch designs distributed across 200 retail locations. By the year 2000, Nixon had expanded overseas by establishing a French subsidiary. By 2005, the product lineup had grown to 90 models, the workforce numbered 60 employees, and the company reported annual sales increases averaging 55%.
Now headquartered in Carlsbad, California, Nixon operates globally with additional offices in France and Australia. Its business strategy emphasizes partnerships with retailers rather than maintaining a network of independent stores.
Purchase
In December 2006, Nixon was purchased by Billabong International for roughly US$55 million upfront, with an additional deferred payment of about US$76 million scheduled for fiscal year 2012. After six years under Billabong's ownership, Nixon regained independence in spring 2012 through a joint venture involving Trilantic Capital Partners ("TCP") and Billabong. Both TCP and Billabong each acquired a 48.5% ownership stake, while Nixon’s management team—including founders Laats and DiNenna—retained a combined 3%. This deal valued Nixon at approximately US$464 million, equating to about 9.2 times its last twelve months’ EBITDA.
Watches
Nixon’s product portfolio features an extensive selection of wristwatches for men and women, encompassing both digital and analog styles powered by Japanese and Swiss movements. Signature models like the Nixon Time Teller and the 51-30 Chrono have become coveted collector’s pieces and are regularly updated with new colorways and materials.
In the United States and Canada, customers can personalize their watches by choosing components such as the case, dial, chronograph hand, and strap. Additionally, US buyers have the option to add engraved inscriptions on select designs.
The brand frequently partners with entities across diverse sectors to produce exclusive limited-edition watch lines. Prominent collaborations include:
- Film & TV: Disney franchises such as Star Wars
- Music: Artists and bands including Metallica, Grateful Dead, 2PAC, and Nirvana
- Art: Featuring creators like Hannah Eddy
- Action Sports: Companies such as Santa Cruz, Independent, and Spitfire
Although Nixon once introduced a smartwatch offering, it no longer markets any connected watch models.
Apparel & Accessories
Beyond its range of men's and women's timepieces, Nixon also provides a selection of apparel and accessories, including shirts, sweatshirts, bags, hats, wallets, and belts.
Audio Products
Nixon debuted its audio lineup in 2009, introducing headphones and later expanding to portable speakers. Nevertheless, the brand has since discontinued its audio offerings.
Nixon Surf Challenge
Since the year 2000, Nixon has organized an exclusive annual Surf Challenge near the border of Spain and France in San Sebastián, Spain, featuring a prize pool of €10,000. This competition has also been hosted in locations such as the Lofoten Islands, Norway, and La Graciosa, Canary Islands, Spain.
Nixon Jibfest
Drawing inspiration from snowboarding maneuvers known as jibbing, the Nixon JibFest was established following conversations with riders Jeremy Jones, JP Walker, and Dave Downing. After being on pause for eight years, the event made a comeback in 2011 with a redesigned course and new participants, showcased through a web series on vice.com.
Distinguished Clients
Nixon's products have been embraced by prominent personalities in entertainment and music. Actors like Adam Scott, Ryan Reynolds, Milo Ventimiglia, Tom Hardy, and Tom Holland have been spotted wearing Nixon items. In the music scene, artists including rapper Kendrick Lamar, singer Justin Bieber, and musician Dave Grohl have also chosen Nixon watches.
Nixon timepieces have appeared prominently in film and television, worn by:
- Michiel Huisman sporting a Nixon Regulus in Echo 3
- Linda Hamilton wearing a Nixon Regulus in Terminator: Dark Fate
- Sam Rockwell featuring a Nixon Fader in The Way, Way Back
- Mason Gooding donning a Nixon Never Too Late for Heart Eyes