17 years ago a watch company was born at the end of the road west, California. Not only challenging the industry’s traditional Swiss dominance Nixon was created for those which the watch industry ignored: Surfers, skateboarders, snowboarders. 

After becoming a reference in the Action sports world, Nixon came to us with a big challenge - how to move the brand into the premium/lifestyle/fashion world without losing its soul and core beliefs? 

Alive in California is a call to action for the people wired like the action sports community but don’t necessarily skate, surf or snowboard. For these driven individuals every second is an opportunity to get out of their comfort zone, to waste no time and push the never been done.