Need an ultra-rugged smartwatch? Nixon got you covered

Earlier on today at Basel World in Switzerland Nixon revealed it’s latest wearable, an Android Wear watch called the Mission, the world’s first Android Wear watch built to resist water of about 100 meters (330 feet), the highest waterproof rating of any smartwatch on the market. The smartwatch is also the first with Qualcomm’s new Snapdragon Wear 2100 CPU inside, a new chip used mostly in wearables that uses 25% less power than its predecessor, this means you should expect battery life that will lasts longer than the current generation of Android smartwatches.

Nixon sport watch will be available this October for $400, although this seems on the high side compared to other regular smartwatches like the Moto 360 (which isn’t as rugged as the Mission) starting at $299, Casio’s Smart Outdoor Watch is water-resistant up to 164 feet and is sold at $500, which makes the Mission a better option.

The Mission is made from from polycarbonate and stainless steel, with an AMOLED display which is protected by Corning’s Gorilla Glass 3, it has a round 1.39-inch AMOLED touchscreen (that works even when it’s wet), a 400 x 400 resolution and an ambient light sensor. Like other smartwatches, it features GPS, thermometer, altimeter, barometer, e-compass, gyrometer, accelerometer and humidity sensors. The Mission also works with iPhones running iOS 8.2 or higher and Android smartphones running Android 4.3 or higher.

There are a lot of sports-oriented wearables, but not many are aimed squarely at surfers, skiers, and snowboarders, this smartwatch is aimed at extreme sports fans, targeting skiers and snowboarders, and runs custom apps for tracking these sports.

The California-based company hasn’t given a  no word yet on how much the Mission watch will cost. It’s expected to ship later this year. You’ll be able to pick one up at Nixon stores, selected retailers, and on the Nixon website.

Nixon was founded 1997 in Encinitas, California, by Andy Laats and Chad DiNenna after DiNenna’s unsuccessful attempt to find a watch that reflected his personal style. Both Laats and DiNenna worked in the action sports industry and were introduced through mutual people working in those circles. Laats, a former snowboard product manager at Burton met with DiNenna to discuss the start up of Nixon. Laats and DiNenna raised nearly US$1 million from venture capitalists to start Nixon and, in 1997, the debut catalog was released; seven models were released through 200 retailers. Nixon opened a subsidiary in France in 2000, and by 2005 had 90 models and 60 employees, with sales growing by 55 percent annually. Today, Nixon is an American watches, accessories and audio brand. Focused on the youth lifestyle market, Nixon’s range of team-designed, custom-built products was first introduced at retail via independent boardsport retailers, including surf, skate, & snow shops.

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