Nixon Watches

If you're not wanting to drop a few grand for a Bell & Ross (my favorite watches by the way) or more than a few grand for an IWC, you should check out the watches by Nixon. They range anywhere from $100-$300 and the design is so clean. If you're not familiar with Nixon...

Nestled comfortably out of the way up against the pacific ocean in southern California, and tucked neatly next to the best surf in Europe, you'll find Nixon people doing what we do. What started as a frustration at a lack of quality watches that simultaneously do the talking for you and deliver what you need in various high stress work and play environments has grown into a network of athletes, rock stars, retailers, and dedicated loyalists that bring Nixon products to market.

Their line extends beyond watches to other accessories and even some clothing. I don't know that I'd lump them in with other "surf" companies though. Nixon seems to be a bit more sophisticated than that. Even though it's only 8-years-old, the company reminds me of an old dude on a longboard that carries a kind of mystique and legend that everyone respects.