Watches can be incredibly personal—after all, they’re worn every day throughout many of life’s ups and downs. Why shouldn’t you have one that serves as a reminder of all the hard work you’ve done and the things you’ve accomplished? For veterans and first responders, NFW watch company allows them to do just that.
NFW was started by George Fox, who left a 10-year career at Timex to focus on making watches in his vision, without compromising quality or price point. He accomplishes this goal by spending money on what really matters — the watches — instead of high-priced marketing. For 13 years, his company has been growing steadily with a supportive fan base, especially among the military. He also believed that he could do good with his craft, which has been realized through NFW’s partnerships with charities that support veterans and first responders.
The first partnership started in 2011, when George was approached by a Special Forces Unit to create a special watch for them, with their insignia engraved on the face. He met with unit representatives in Fort Bragg, N.C., and broached the idea of allowing the public to buy the watches as a way to show support and raise funds for the Special Forces Association. This idea was enthusiastically received and the watch was a success.
This first collaboration between military and small business was the start of a series of charity watches that celebrate Operation Enduring Warrior, the Chris Kyle Frog Foundation, Honor Flight, and first responders. Fifty dollars from each sale goes to the charities and nonprofits that support veterans. These watches do more than just advertise the organization. They also serve as a constant reminder to the wearer of the qualities that are endemic to the men and women who served and continue to serve under that symbol. Taya Kyle, Chris Kyle’s widow, said, “It’s great that the watches raise money for CKFF. But the best thing these watches do is every time someone wears one, sees one, or comments on one, it helps keep Chris’ spirit alive.”
To showcase these watches, NFW relies on the men and women who served in the honored units and wear their timepieces with pride. By not using the traditional watch marketing techniques, such as hiring celebrity endorsers, they are able to keep the watch costs down, allowing more people to wear this reminder of their service every day.
Recently, NFW was chosen to make watches for Medal of Honor recipients, further cementing the company’s relationship with our service men and women, and exemplifying the integrity that George Fox based his company on. He believes that his work with veterans had been more than repaid tenfold, as he has learned from their grit, ingenuity, and spirit. He also feels that it has helped him become a stronger father to his children, allowing him to model strength and integrity. In his spare time, George volunteers with the organizations, such as helping World War II veterans on Honor Flights and running with Operation Enduring Warrior in Spartan Races.
What does NFW stand for? Rumor says it’s “Nice F**king Watch,” which they are.