NIXON SS20 Watches

NIXON SS20 Watches

Retail Buyers Guide:  Watches SS20

Brand:  NIXON
Interviewee:  Shaun Ryan, Product Manager Men’s Analog

NIXON SS20 Watches

What are your main price points for next season?
$200/ €200 is a spot we’ve found that allows us to put a lot into the product and not be out of reach for our customer.

How are you segmenting your watches collection?
We build product for a specific consumer and then find them where they shop. We’re focusing on our customer and not trying to be everything to everyone.

What general trends are you noticing?
Sustainability is huge right now and we’re happy to be pushing in that direction. More importantly than telling a story, we’re working to make sure we’re doing the right thing. New “sustainable” partners pop up every day but we’re careful to make sure we partner with people that want to make a difference, not make a buck.

NIXON SS20 Watches

What is your collection theme and which stories are you telling to get customers stoked on boardsports watches?
Our inspiration comes when we’re out of the office doing the things we love. We all do this in a different way but at the end of the day it’s an escape. Our seasonal theme is “Art of Escape” and we’re highlighting different ways to enjoy escaping from the daily grind.

What makes this product category important to your brand?
With phones always in our pockets or bags, we have access to the time at any given moment. A watch is now more than ever about making a statement and showing others what you’re about. At NIXON, we’re proud to make product that our customers wear as a badge.

What are the main features boardsports customers demand from a boardsports watch? 
Style is first, if it doesn’t look good it’ll never go on their wrist. Beyond that ease of use is huge. There’s a bit of an anti-smart movement where consumers want something that has features that benefit them but doesn’t require a bunch of setup or hauling around extra cables.

Which technical features are you the most proud of?
One of the newer models in our lineup, the Ripley, is built to transition from city to adventure at the press of a button. It’s built around a classic analog movement, with some tech functionality layered in to enhance your experience. Once in Adventure Mode, there are displays for temperature, elevation as well as a chronograph timer. Additionally, the digital module has dual digital time zones, dual chronograph timers, an alarm and a 100M water rating.

NIXON SS20 Watches

What are you doing with materials, colours and textures?
Every season we bring in new materials, colors and textures to tell our seasonal story. This season we’re working with a more neutral palette inspired by the environment as it transitions from snow to sun. Coming off of winter, our Spring/Summer 2020 collection pulls in color and material built to get outside.

Please name and describe your 3 highlight pieces and items that retailers should definitely order.

The Ripley

The High Tide

The Regulus

Brand Previews


98 Shops 1st try show

Retail Buyer’s Guides

Foils 2021

Kites SS21

Longboards SS21

Surfboards SS21

Sunglasses SS21

Wetsuits SS21


Great Outdoors SS21

Hanging Shoes SS21

Boardshorts SS21

Bottles & Flasks SS21

Backpacks SS21

Skate Hardgoods SS21

Swimwear SS21

Skate Shoes SS21

Foamies 2020

Kiteboards 2020

Kites 2020

Longboards 2020

Sunglasses 2020

SUP 2020

Surfboards 2020

Impact Vests 2020

Powsurfers FW20/21

Cruisers 2020

Wetsuits FW20/21

Beanies FW20/21

Base Layers FW20/21

E-Boards 2020

Facemasks FW20/21

Snow Safety FW20/21

Goggles FW20/21

Snowboards FW20/21

Skate Shoes FW20/21

Longboards SS20

Watches SS20

Sunglasses SS20

Kiteboards SS20

Kites SS20

Wetsuits SS20


Sun Cream SS20

Hanging Shoes SS20

Boardshorts SS20

Surfskate SS20

Backpacks SS20

Skate Shoes SS20

Eco Textiles SS20

Longboards 2019

Surfboards 2019

Underwear 2019

SUP 2019

Sunglasses 2019


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