Company Profile: Nixon

The surf brand Nixon is associated with stylish watches and a range of quality lifestyle gear. In this article we explore the company history, key people and products that have made Nixon one of the world’s premium surf brands.

History of Nixon

When was the company founded?

Nixon was founded in 1997.

Where was it founded?

Nixon was founded in Encinitas, California.

Who were the founders?

Nixon was founded by  Andy Laats and Chad DiNenna.

Why was it founded?

The company is rooted in an unsuccessful shopping trip in 1996. DiNenna, a California native, was looking for a watch. He wanted something that reflected his surfing lifestyle. When he couldn’t find it, he looked down at his wrist and came up with an idea: a watch company that catered to action sports.

DiNenna, then an advertising salesman, took the idea to Laats, a mechanical engineer who was getting his MBA at Stanford. Together, the 30-somethings raised nearly $1 million from venture capitalists to start Nixon, which designs, markets and distributes watches. Manufacturing is done primarily in China.

Important milestones in the company’s history

Laats and DiNenna raised nearly US$1 million from venture capitalists to start Nixon and, in 1997, the debut catalog was released; seven models were released through 200 retailers. Nixon opened a subsidiary in France in 2000, and by 2005 had 90 models and 60 employees, with sales growing by 55 percent annually.

The Company Today

Who is the CEO?

Nancy Dynan is promoted to the role of President. As President, Dynan will oversee Nixon’s business globally, taking on the responsibilities previously handled by outgoing CEO Scott Kerslake, who has stepped away from the role in order to pursue new opportunities outside the company.

How many staff do they have?

Nixon Inc. estimated number of employees is 145.

How much revenue do they earn?

Nixon Inc. estimated revenue is $65 million.

Where are they located?

Nixon Inc. headquarters is located at 701 S Coast Highway, Encinitas, California, 92024, United States.

Do they have a foundation / non-for-profit arm?

Nixon Inc. has no foundation or non-for-profit arm.

Which products do they specialize in?

Nixon Inc. specializes in watches, backpacks and premium accessories.

In the News

Any mainstream news articles referencing the brand?

Nixon Names New President

Any interesting quotes from executives or ambassadors?

The best version of surfing is not competing, I think. It’s just… it’s perfect. You’re perfectly present. You’re perfectly in the moment. You’re perfectly not thinking about anything else in the world. You’re just surfing. You’re surfing away with your friends or your family, and that’s it. You’re just there.

John John Florence, Nixon Team

Every part of me is a surfer. I love surfing, and I love the waves that I surf. So that’s the thing that I get excited about most: What kind of waves am I going to be able to surf? Am I going to be surfing alone, or will we be surfing waves that no one’s surfed before? Second to that is photography.

John John Florence, Nixon Team

There’s a risk to everything you do. You can take off on a one-foot wave and get hurt; you can take off on a ten-foot wave and get hurt. You just don’t think about it at all. You just go for it. When you kick out of a really big wave, it feels pretty damn good. You want to do it again.

John John Florence, Nixon Team

The Ambassadors

Who is sponsored by the company?

John John Florence, Zion Wright, Da Rulk, Nathan Florence, Leila Hurst, Justin Bishop, Nathan Fletcher, Mikkel Bang, Zach Miller, Josie Millard, Etienne Aurelius, Nicole Naone

John John FlorenceFacebook
Zion WrightFacebook
Da RulkInstagram
Nathan FlorenceFacebook
Leila HurstFacebook
Justin BishopFacebook
Mikkel BangFacebook
Nathan FletcherFacebook
Zach MillerFacebook
Josie MillardFacebook
Etienne AureliusInstagram
Nicole NaoneFacebook


Do they produce any eco-friendly products or have a sustainability focus?

Nixon Inc. has both eco-friendly products and a sustainability focus.

Our goal is to get waste out of the ocean and more people into it.

Plastic Partners

Watches Made With Ocean PlasticOur Time for Change#Tide is an innovative company that believes that the plastics that threaten our oceans can create sustainable products and a more circular economy. It uses Swiss precision to transform ocean-bound plastics into a versatile and sustainable base material for our new line of surf watches. The fact we can now make a technical surf watch from ocean plastic is a massive step for our company, but it’s just the beginning.
Bags Made With Ocean PlasticA Cleaner CarryREPREVE is a company dedicated to reducing the number of plastic bottles in landfills by recycling them into high-performance fabrics. The REPREVE Our Ocean fiber takes that mission one step further by sourcing bottles that are at risk of leaking into the ocean. By partnering with REPREVE, we have been able to craft our entire bag line out of this revolutionary material, eliminating thousands of plastic bottles per year.
MADE WITH SOCIAL PLASTIC®Stopping ocean plastic and improving the lives of collector communitiesCommitted to empowering a regenerative society, Plastic Bank® builds ethical recycling ecosystems and reprocesses the materials for reintroduction into the global supply chain as Social Plastic®. Their members receive a premium for the materials they collect which helps them provide basic family necessities.
With Nixon’s commitment to a sustainable product line, Plastic Bank is an ideal partner for our long-term success.

With Nixon’s commitment to a sustainable product line, Plastic Bank is an ideal partner for our long-term success.

Campaigns and Partnerships

Are they doing anything interesting in terms of campaigns or partnerships?

Nixon partnership with Unify.

Showcase products

For more information

Visit the Nixon website.