You Know the Mark. Here’s the Story Behind It.
A familiar logo can become something you recognize without thinking. On a watch face, a clasp, or a favorite piece, it becomes part of the everyday.
But how often do you stop to ask where it came from?
Nixon’s founders, Andy Laats and Chad DiNenna, are sharing the story behind the brand’s mark—and it’s worth 23 seconds of your time.
Watch: The Origins and Meaning of the Iconic Nixon Logo
A Mark Built to Last
When Nixon began in 1998, the founders wanted an identity that could carry meaning over time. As Chad explains:
“We wanted it to represent motion and wanted it to be as timeless as watches…”
The wordmark was redesigned in 2009. The wings stayed.
That continuity is what makes the story interesting. Design can evolve while holding on to the detail that makes it recognizable.
Every Nixon Earns Its Wings
For Andy, the mark also represents a standard:
“We believe that the product doesn’t get the logo UNLESS it’s special.”
It’s a good way to think about the things we choose to wear. The details matter: how something looks, how it feels, and whether it feels like you.
At The Waiting Room, we like giving you a reason to look a little closer. Knowing the story behind a familiar mark adds another layer to finding your next watch—or appreciating the one you already own.
Take a Closer Look
Watch the short film, explore Nixon’s full logo story, then come explore Nixon at The Waiting Room.
You know the mark. Now you know a little more about what it stands for.
Find Your Nixon
Shop Nixon at The Waiting Room
Source: Nixon’s retailer share kit and logo story. Video and quoted commentary courtesy of Nixon.
