One of the big introductions for Nixon this year is the Nixon x Beastie Boys, a collaboration to benefit the Doctors Without Borders charity. “We love the Beastie Boys, always have, and when they approached us to do something fun with the Time Teller for a great cause, it was a no brainer,” says Andy Laats, President and CEO, Nixon.
NIXON X BEASTIE BOYS
In addition, Nixon is introducing the Ceramic 51-30, arguably the largest ceramic watch on the market today. “The watch is big, 51mm in diameter, and it’s great in ceramic because it’s lighter, smoother and therefore easier to wear,” Laats says. “Big watches are powerful, and big white ceramic watches are even more so.”
The last key introduction Nixon was ready to talk about is the Magnacon, which is a Swiss chronograph paired with a ballistic nylon band which, according to Laats, makes a smart blend of sporty, comfortable and refined design.
CERAMIC 51-30, MAGNACON
“I’ve noticed quite a few watch brands that only really make sense in a narrow price segment or limited to a strict set of materials,” Laats adds. “Nixon, refreshingly, is a multi-faceted brand with many stories to tell. To have products ranging from the US$85 Beastie Boys Time Teller to the US$2400 Ceramic 51-30 in the same range, in both the best surf shops at home and worldwide, is testament to the brand’s depth and authenticity.
“We’ve been told by our retail partners that the holiday season was a struggle, but that the watch category and Nixon in particular performed above expectations” he adds.
Source: Europa Star April - May 2010 Magazine Issue
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