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Nixon is an American watch brand that was founded by Andy Laats and Chad DiNenna in 1997. The company was founded in California and is still headquartered there today.
The brand is well known for making a vast variety of different watches, each model being completely different to the other. Despite the brand not really having an iconic poster boy, Nixon is most synonymous with surfing and has made several tide watches. Not only this, but they have a yearly invitational-only surf challenge with a 10000 Euro prize fund.
Like many other brands, Nixon has collaborated with the likes of Star Wars, Disney and Metallica to make original and themed timepieces.
Nixon was acquired by Billabong in 2006 for $131 million. In 2012 a more complex corporate deal was struck by a private equity firm and Billabong who now own 48.5% of the brand each. Founders Andy Laats and Chad DiNenna own approximately 3% of the company which now has a total value of over $450 million.
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Are Nixon A Luxury Watch Brand?
Nixon is not a luxury watch brand. The company makes fashionable watches and has a huge variety of different models released each year. Nixon definitely designs their own watches and their unique style proves they do not copy other brands.
With that being said, the brand is certainly not luxury as it never really makes watches out of precious metals such as gold, very rarely has Swiss-made automatic movements and do not sell their watches at an expensive price point. Therefore it is quite obvious that Nixon is a fashion brand.
The core demographic of Nixon watches is people who are aged under 30. Typically people who buy luxury watches are a lot older than this since they have a lot more disposable income.
Where Are Nixon Watches Made?
Most watches made by Nixon are manufactured in China. This means that parts such as bracelets, dials and bezels will all be made and assembled there. However, Nixon does not use Chinese movements in their watches. Most of the movements used are Miyota (Japanese) quartz, these movements are not high end, but are very reliable and accurate.
If a Swiss movement is ever used in a NIxon watch, it will says on the bottom of the dial in small letters “Swiss made”.
How Much Do Nixon Watches Cost?
Nixon watches are not expensive. Typically the watches range anywhere from $50-400. This usually depends on the finish and complications that the watch has. For example, a chronograph date watch is going to cost more than a typical 3 hand watch with no complications, no matter which brand is selling it.
Occasionally, Nixon will release Swiss-made automatic watches which cost considerably more than their usual models.
Are Nixon Watches Good Value For Money?
Nixon watches are pretty good value for money. The company is an established American brand, creates a variety of styles and is somewhat innovative for a fashion brand.
When comparing Nixon to rival brands, they cost a very similar amount. For example – Hugo Boss, Tommy Hilfiger and Emporio Armani all sell watches of a similar price to Nixon. All three of these brands use the same Japanese movement and assemble their watches in China.
The main difference between the brands is the style and design of the watches. Nixon are generally much more open and keen to experiment with new designs. Lastly, Nixon are known primarily as a watch brand, whilst its competitors are fashion brands that make watches.
How To Tell If A Nixon Watch Is Real
As Nixon makes so many different watch models, it can be extremely difficult to tell what is real and what is fake. With that being said, there are a few things you can look out for to stop yourself from getting caught out.
Firstly you can open the back of the watch. If the movement is Chinese, this will be a dead giveaway. Nixon will not use cheap Chinese movements in its watches. Although they are a fashion brand, the company still has standards to uphold and would not jeopardize their name using a very cheap movement.
Secondly, there will never be any sloppy workmanship or obvious errors. Things such as poorly printed dials, off center subdials or rough edges anywhere on the watch or bezel, are all signs that something is not quite right.
Lastly, a good way to tell on a watch with luminous hands is by charging the lume and then putting the watch in a dark room. Fake brands often try to save money by putting on very cheap or thin coats of lume. Therefore their lume will not last very long at all before fading (usually under 5 minutes).
The Best & Most Iconic Nixon Watches
Nixon Time Teller
The aptly named time teller is the most basic and inexpensive watch that Nixon sells. Time Teller couldn’t be more appropriate, as all this watch does is tell the time. There is nothing fancy about it at all. The dial is extremely basic and the case is made of a lightweight polycarbonate with a silicone strap. If you are a person who likes minimalist things and hates showing off, this is the ideal watch for you.
Nixon Regulus
The Regulus is pretty much a militant version of the Casio G-Shock. Whilst it is not as tough as the Casio, not much is. This watch is still extremely durable and you won’t have any problems with it as an outdoor watch, getting it wet or dropping it. With input from the US special forces, the Regulus is designed to be discrete. It has a silent mode and is almost invisible in the night. This can be annoying if you want to tell the time in the dark, but this watch is meant to be quiet and not noticed.
Nixon The Dork
Another aptly named watch by Nixon. The dork is designed to look like it is something from an 80’s high school movie. The watch is practical as it is nerdy, it can be charged via a mini USB cable, which is unusual for a watch but certainly useful. Secondly, if you have trouble with your vision or simply cannot see the LCD display, you are able to push a button and have the time dictated to you through the large speaker on the front of the watch.
Nixon 42-20 All Gold
The Nixon 42-20 is one of the most expensive watches sold by the brand. It should also be noted that the watch is available in a larger 50mm case size if you prefer oversized chronographs. As you can see, the design of the watch is very unusual. The subdials of the watch are jammed into the middle of the dial so that the outer numbers are visible. This watch is also 100% ideal for left handers given that it can be worn on the right wrist and give easy access to both the crown and chronograph pushers.
Nixon Sentry
The Nixon Sentry is a no-nonsense watch. It has quite a minimalist dial and comes with either the day-date option or none at all, depending on what you prefer. Overall, this watch is quite overpriced compared to other Nixon watches. It is the most popular design, so perhaps this is why. But really it doesn’t really offer too much more than the Time Teller and is considerably more expensive.
Nixon Patrol
Another sensibly designed watch is the Nixon Patrol. The dial is very simple yet effective. Nixon has chosen to display only the even numbers around the dial and make everything the same size with a double digit display of 02 through to 08. The leather strap is very sturdy and the hands are very well lumed on this model. If this style is good, but you feel it is a bit too plain, the patrol is also available in gold.
Nixon The Ruckus
On first impression, the Ruckus is quite an ugly and oversized watch. Although to be honest, this watch was not really designed to be a fashion icon, but more so a durable analog watch. It certainly does that as its polycarbonate case is both lightweight and durable. The ruckus is waterproof up to 100 meters, so you aren’t going to have any trouble in a rainstorm. Lastly, at under $50, this watch is a real bargain and great value for money.
Nixon Banks
First of all, you likely will not have seen a watch like this before. The design is extremely unusual and will leave you wondering what is going on. However, the Nixon banks, although strange looking, is relatively simple. The main time is shown in the center dial, with the seconds displayed in the bottom right subdial.
Should you require it, there is a subdial in the top left corner of the dial which can be used to track a second timezone.
Nixon Corporal
The corporal is a military watch that commands respect much like its namesake. The dial shows both 12 and 24 hour time in small numbers just inside of the hour indicators. Although the corporal is reasonably expensive at around $200. It is quite difficult to find a military looking watch for a decent price. The only other real option is a brand such as TW Steel, but these watches are usually considerably more expensive.
