Our Story

History

Formed in 2005, NFW is the brain-child of it’s owner and designer, George Fox, a veteran of the watch industry. George worked for some of the world’s largest watch brands, but was never satisfied working in a large corporate environment. His entrepreneurial spirit longed to design watches that were exactly the way he wanted them to be, putting design first, using the finest materials and not cutting any corners along the way. This uncompromising spirit is evident in everything that NFW produces.

George also wanted to keep NFW small, allowing him to connect directly with his customers. In fact, NFW has been blessed with one of the most loyal & passionate followings in the watch industry. They’re affectionately known as “The NFW Family.”

From it’s very first year in business, NFW has been the watch company selected to produce watches for professional athletes, coaches and team owners for major sporting events such as the Super Bowl, the NBA Playoffs, and the NFL Pro Bowl.  Since 2010, the NFL has commissioned George to create a special watch for all NFL referees to use as their official timing device during NFL games. This high-level, demanding customer group keeps coming back to NFW, year after year, because of the quality and integrity that we put into everything we do. You’ll find this same quality, value, integrity and extreme attention to detail in the NFW that you purchase. 

As the company has grown, NFW has dedicated itself to giving back - with a focus on serving those who serve. We are proud to partner with a number of amazing organizations and donate a portion of the proceeds from these watches to do some good in the world.