Matt Capozzi of Cinco
The Unit by Cinco for Nixon
The RPM by Cinco for Nixon
by Adnan Arif
There are a lot of new fashion watch brands launched every year but there are very few that truly breakout. Even rarer is a long term collaboraton between a breakout brand and a design firm that has gone from strength to strength each year. Such is the relationship between Nixon and Cinco.
Established in 1997, Nixon was an attempt to reboot the wristwatch accessory market in the action sport genre. Watches previously sold in skate and surf shops didn’t serve their market well and Nixon saw an opening. However, the brand quickly attained crossover appeal and now is a success story with a presence in over 25 countries and a product range that includes watches, soft goods and now headphones.
There are a number of reasons for Nixon’s success – their ability to conjure up enthusiasm in their action sport segment, their unorthodox brand positioning but most of all, it is their product design that adds a fresh twist to the current world of mainstream wristfashion.
So, ever curious, I recently spoke with Matt Capozzi of Cinco about their work with Nixon. Matt has always worked in the action sports industry and has had the unique opportunity of having worked both with Cinco as a client as part of Nixon and now as Cinco’s Product Experience Director:
Could you tell us how Cinco got around working with Nixon?
Matt Capozzi: This one goes way back. Before starting Cinco with 4 other friends Kirk James worked back in Vermont at JDK on many great projects including Burton Snowboards. One of his main clients was Andy Laats who would later start Nixon. Years after working together Andy was starting to formalize his plans with Chad Dinenna to start Nixon. They needed a design partner to help with many aspects of the brand from naming, identity and logo, to the overall look and feel as well as their product, packaging, retail and tradeshow booths. That was back in 1997 and we are still designing almost every technical product they make here at Cinco today. Since then like Nixon has grown, so has Cinco. We are now a studio of over 35 here in Portland bringing our wholistic brand, digital and product design strategy to many of the worlds top brands in the lifestyle, entertainment and consumer electronics space.
How would you define Cinco’s design approach when it comes to watches?