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The hungry wolf fights harder than the full wolf. Fernando Mendoza's journey from overlooked recruit to Heisman winner, and the watch built to commemorate it.

Read the original article in the National Herald. John Kanaras, founder and CEO of AXIA Time, spoke to The National Herald about the remarkable rise of his company, which in just a few years has secured partnerships with major sports organizations such as the College Football Playoff, the Heisman Trophy, and most recently FIFA.  AXIA, which began in 2018 as a personal venture by the Greek-American entrepreneur, experienced rapid growth and recently reached a major milestone by becoming the first official wristwatch partner of the FIFA World Cup.   Kanaras attributed this success both to the company’s innovative philosophy and to the values he inherited from his Greek heritage.  With family roots in the villages of Skoura and Varvitsa in Laconia, Kanaras said that Greek culture, family, the Church, and the principle of ‘philotimo’ have been foundational to both his personal life and professional journey.  “Greek culture, the Church, family, and the idea of philotimo have shaped who I am as a person and how I operate in the world. All of these are directly connected to the founding of AXIA and what the company stands for.”  As he explained, even the company’s name comes from the Greek word for ‘value’ – ‘axia’.  “We want to provide real value to our customers. We want to create something worthy of their investment. And we do that through philotimo – treating people with dignity, respect, and hospitality.”   An Idea Born from Personal Experience  The idea for AXIA emerged from Kanaras’ own experience. As a lacrosse player at the University of Pennsylvania, he participated in a historic run by his team to the Final Four. However, the commemorative watch the athletes received did not reflect the significance of that achievement.  “For nearly thirty years I searched for a high-quality, attractive watch that would properly honor that season. When I realized what I wanted didn’t exist in the market, I decided to create it myself.”  The company started as a hobby, producing limited projects for friends and acquaintances in the lacrosse community, but the response far exceeded expectations.  “In January 2024, we sold more watches than we had sold in the previous two years combined. That’s when I decided to leave my day job and devote myself fully to AXIA.”   Partnership with FIFA  Speaking about the FIFA partnership, Kanaras described it as a major validation of the company’s progress.  “The fact that an organization of FIFA’s size and prestige chose us is tremendous recognition. In six months we created 45 different designs and approximately 8,000 watches. It was an extremely demanding process, but it gives us the opportunity to present ourselves on a global stage.”  More Than Telling Time  According to Kanaras, AXIA watches are not primarily about telling time – they are about preserving meaningful memories.  “No one needs a watch anymore to know the time. What we’re trying to do is help people keep the important moments of their lives close to them. Every time they look at their watch, they remember a special experience, an achievement, or a milestone.”   Advice for Young Greek-Americans  Addressing young Greek-Americans who hope to start their own businesses, Kanaras emphasized perseverance and belief in one’s vision.  “If you truly believe in something, start. It takes a tremendous amount of work, endurance, and persistence. It’s the hardest thing I’ve ever done in my life, but also the most rewarding.”  Concluding the interview, he offered an optimistic message to anyone hesitant to pursue their dreams.  “I’m turning 60 next week, and I feel more creative than ever. It’s never too late to chase your dreams. If I hadn’t started this journey, I would always have wondered what might have happened.” 

National Championship timepieces and ultra-limited, coach-signed collector sets now available to commemorate the season Hoosiers will talk about forever WARREN, N.J., Jan. 28, 2026 /PRNewswire/ -- Every championship season has its moments. The throw that silences a stadium. The drive that turns belief into destiny. The season that becomes legend. For Indiana fans, 2025 will always be remembered for the Hoosiers' historic run capped by a national championship victory that will live on in highlight reels, living rooms, and now, in time itself. To celebrate this historic season, AXIA Time (AXIA), Official Timepiece of the College Football Playoff, released its Indiana National Championship Timepiece Collection, honoring the defining plays, the championship road, and the players and fans who made this season unforgettable. Also available is an ultra-limited collaboration with Head Coach Curt Cignetti, with signed collector-grade display box sets to preserve this moment in Hoosier history.   "At AXIA Time, we live to commemorate moments like this," said John Kanaras, Founder and CEO of AXIA Time. "Our National Championship designs were created to honor Indiana's journey and give the Hoosier community a piece of history that can be worn, cherished, and passed down." A Season Etched in Steel and Sapphire The Indiana National Champions Collection is available in three Swiss Made designs: Argos Automatic – 42mm Argos Automatic – 38mm (unisex) Lythos Quartz – 42mm Each timepiece is crafted with solid stainless-steel cases, sapphire crystal with anti-reflective coating, and high-precision Swiss movements—built not just to be worn, but to be handed down. Every detail tells the story of Indiana's championship journey: "Hoosiers" circling the dial, anchored by the Indiana trident at 12 o'clock "2026 National Champions" permanently marking the achievement The trident engraved on the crown and framed in the outline of Indiana on the buckle The full championship road etched into the rehaut, recording BIG TEN Champions at 12 o'clock and the final scores from the Rose Bowl, Peach Bowl, and National Championship—like a box score you can wear on your wrist The Coach-Signed Collector's Set For fans who want something as rare as the season itself, AXIA partnered with Coach Curt Cignetti to create an ultra-limited, signed display box set. Each set includes: An Indiana National Championship watch A hand-crafted walnut display box, bearing Coach Cignetti's third-party authenticated signature A vial of authentic championship-game confetti, preserved from the night Indiana sealed its place in history From Game-Winning Plays to a Lifetime on the Wrist Whether you remember the season by Mendoza's Heisman moment, the final drive that sealed the title, or the roar of Memorial Stadium when belief became reality, AXIA's National Championship Collection gives Hoosiers a way to carry that feeling forward—long after the confetti is swept away. The Indiana National Champions Collection and limited, coach-signed box sets are available in strictly limited quantities. Learn more or secure your piece of Hoosier championship history at www.axiatime.com. About AXIA Time AXIA Time creates heirloom-quality, Swiss Made timepieces that honor life's defining achievements. Guided by axia (value), philotimo (integrity and doing right by others), and the spirit of Ithaka (finding meaning in the journey), AXIA designs watches meant to be worn, cherished, and passed down. From championship teams to once-in-a-lifetime milestones, AXIA builds watches that don't just tell time—they tell stories. AXIA Time. Made for the Moment. Built for Forever.

Read the original article in Something about Rocks. As England prepare to face Argentina in the World Cup semi-final, AXIA Time has created a limited-edition watch designed to capture the tournament through the colours of the national team. The England model forms part of a collection of official FIFA World Cup 2026 licensed timepieces spanning 14 countries, three price levels and a potential World Champions edition for whichever nation lifts the trophy. We spoke to AXIA Time founder and CEO John Kanaras about becoming FIFA’s first official licensed watch partner, designing around national identity without using federation logos and why a commemorative watch should offer more than conventional football merchandise. Something About Rocks: How did the opportunity to work with FIFA come about? John Kanaras: AXIA makes ultra-custom watches designed to commemorate the significant moments in people’s lives. Until now, we’ve primarily been a US brand, creating watches for universities, championship teams and government agencies.We’re the official timepiece of the College Football Playoff and the Heisman Trophy, and a mentor of mine who was involved in global football saw what we had done in the college sports space. He felt football supporters would connect with the same idea and offered to introduce us to FIFA. FIFA was looking for a watch partner. We’re a small business, so becoming the official timekeeper wasn’t realistic, but we agreed to enter the category as an official licensed product. Something About Rocks: What is the distinction between being an official licensed product and the official timekeeper? John Kanaras: The official timekeeper is a much larger sponsorship requiring a very different level of capital. We sit within FIFA’s official licensed products programme. Historically, the watch category has been occupied by high-end brands. We offer Swiss Made automatic watches below $2,000, as well as a more accessible entry-level model. That allows us to reach a broader group of supporters. It was also an opportunity for AXIA to begin entering the international football space. We’ve had success with American sport, but the World Cup introduces the brand to a completely different global audience. Something About Rocks: You signed the agreement in January. How did you create the collection in time for the tournament? John Kanaras: It was an all-out sprint. We had to create around 45 different designs in a matter of months. There wasn’t much sleep, but it was extremely rewarding. The compressed timetable also meant we couldn’t create watches for all 48 competing nations. We agreed to focus on the three host countries, the previous World Cup winners and several other internationally significant football nations. We initially included Italy but removed it when they failed to qualify. The final collection covers 14 nations, alongside a separate FIFA tournament design. Something About Rocks: How did you approach the England watch without a licensing agreement with the Football Association? John Kanaras: We don’t use any marks or intellectual property belonging to the individual federations. The England watch doesn’t feature the Three Lions, for example. Instead, we looked at what supporters visually associate with the team. England’s flag is red and white, but the team’s identity is also connected to the navy, white and red found across its kits. We used those colours as the design reference. Nobody owns the colours themselves, and they create a much stronger emotional connection with supporters than simply reproducing the national flag. As the relationship develops, we would like to work with individual federations too. That would allow us to incorporate elements such as the Three Lions into future designs. Something About Rocks: Was the collection originally based more closely on national flags? John Kanaras: Yes. Our first designs were mainly inspired by the flags, but I didn’t love them. A colleague suggested bringing blue into one of the watches because it was associated with the team’s kit. That changed our approach completely. I realised that, as a supporter, I would want something that resembled the colours worn by the team rather than simply the national flag. We redesigned the entire collection around the kits. For countries such as England, Italy and the Netherlands, the colours associated with the team can be quite different from the flag. Something About Rocks: The England design is relatively understated compared with some of the collection. Was that deliberate? John Kanaras: The structure of the watches is broadly consistent across each country, but the different colour combinations create very different personalities. The England watch has a white dial, so it feels clean and subtle. The stronger colours naturally have more immediate impact. Mexico’s green came out beautifully, while Japan, Uruguay and Portugal are also particularly striking. As a watch enthusiast, I’m naturally drawn towards some of the bolder colours, but the England watch has a restrained quality that makes it very wearable. Something About Rocks: Who is the customer? Is it a football supporter or a watch enthusiast? John Kanaras: It can be both. There is a natural intersection between people who love watches and people who love football. Watch enthusiasts can look at the movement, the construction and the specifications and quickly understand the value. They then decide whether they trust the brand and connect with the design.The football supporter often arrives through emotion. They fall in love with the idea first but may visit the website six or seven times before buying. They want to understand whether the price is fair and whether the company is legitimate. For someone who attended a match, it can also become a record of a bucket-list experience. We offer custom engraving, and customers have been adding the games they attended and personal messages they may eventually pass down with the watch. Something About Rocks: Why does AXIA place so much emphasis on commemoration? John Kanaras: The company began with a watch I received after winning a championship while playing lacrosse at the University of Pennsylvania. I loved what the watch represented, but the quality and design didn’t match the importance of the memory. I had a tortured relationship with it. I valued it because of what it meant, but I disliked it as an object. For around 30 years I searched for a better watch that could commemorate that season. When I turned 50, I decided to create one myself. That became AXIA. The idea is to make something subtle and wearable that keeps an important memory close. When you look at the watch, it should bring you back to that moment. Something About Rocks: How are the watches manufactured? John Kanaras: I design the watches and source the individual components, which are produced by specialist manufacturers around the world. The components are then shipped to Switzerland and assembled by a watchmaker there. You could describe us as a virtual manufacturer. I don’t come from a traditional watchmaking background. Before AXIA, I worked in vaccines and pharmaceuticals, where I developed a detailed understanding of supply chains. The products are very different, but many of those skills were transferable. Something About Rocks: How involved was FIFA in approving the watches? John Kanaras: Very involved, but also very collaborative. FIFA wanted to make sure its marks were treated correctly, that the tournament was properly represented and, above all, that the quality was consistent with the event. We submitted initial designs, complete renders and then physical prototypes, which were sent to Switzerland so the team could see and handle them. FIFA’s standards are extremely high. It was a rigorous process, but I respected it. Something About Rocks: What is the World Champion Guarantee? John Kanaras: It came from asking what I would want as the customer. We want supporters to buy the watch now, wear it during the World Cup and build memories around the tournament. But they might hesitate because they wonder whether they should wait in case their country wins. The guarantee removes that decision. Customers who buy an eligible country watch will receive store credit equal to its full value if that nation becomes world champion. They keep the original watch and can use the credit towards the World Champions edition or another AXIA watch. It allows them to enjoy both parts of the experience. Something About Rocks: What will distinguish the World Champions edition? John Kanaras: It will introduce a fourth and more elevated model called the Diasimos. The World Cup trophy will sit at 12 o’clock on the dial, with the colours adapted for the winning nation. FIFA was understandably protective of the trophy because it is such an important part of its intellectual property. We produced a physical prototype to demonstrate the level of detail we could achieve. FIFA was impressed with the quality and approved the design approach. The first three versions will use a gold-plated brass trophy. For the top model, which will cost more than $3,000, we are exploring the possibility of creating the trophy in 14-carat gold. Something About Rocks: Which watches have been the strongest sellers? John Kanaras: Morocco is currently our number-one-selling country watch, with the United States and Mexico close behind. One of the biggest surprises has been the FIFA tournament watch. It is currently around our fourth bestseller, and I honestly didn’t expect to sell many. The black and gold design works well visually and is subtle enough that it doesn’t immediately read as a FIFA watch. It also gives supporters an option if their country isn’t among the 14 nations represented in the collection. Something About Rocks: How difficult has it been for a relatively small brand to build awareness around such a large global event? John Kanaras: That has probably been our greatest challenge. Because the agreement was completed so late, we missed the buying windows for major platforms such as the FIFA online store and Fanatics. They responded positively to the collection but told us they would have needed the catalogue around six months earlier. Most of our marketing has therefore been through digital advertising, public relations and relationships within the watch industry. We hope to build on the experience and are already beginning conversations about the 2027 Women’s World Cup. With more time, we would be able to approach distribution and awareness very differently. Something About Rocks: After beginning AXIA as a personal project, what does it mean to see the brand working with FIFA? John Kanaras: I’m still pinching myself. This began as a hobby and a passion project and unexpectedly became a business. I recently turned 60, and I’ve never felt younger. To be creating a collection around the World Cup at this point in my life is incredibly exciting. The tournament is built around moments people remember for the rest of their lives. That is exactly what AXIA was created to celebrate.

Read the original article in Dosage Magazine.  The AXIA Philadelphia Marathon watch is a numbered run of 250 automatic timepieces built around a simple idea: a marathon finish lasts a moment, and a runner should have something to wear afterward. AXIA Time calls it the Official Timepiece of Philadelphia Marathon Weekend, which runs November 20 to 22. It costs $995 at axiatime.com, and the engraving is included. The dial is blue, pulled from the red, white and blue of the marathon’s own identity. The Philadelphia Marathon Weekend logo sits in polished steel at 12 o’clock. At 6 o’clock, the America250 logo marks 250 years since the signing of the Declaration of Independence. Two lines of text, “Marathon 490 BC” and “Philadelphia 2026,” tie the race’s Greek origins to the city where it ends. Smaller details on the AXIA Philadelphia Marathon watch do the rest. The second hand is red, and the crown carries a Liberty Bell. The case is 38 mm across and 10.3 mm thick, which is a restrained size, and on a runner’s wrist that seems right. AXIA says feedback from Philadelphia Marathon Weekend participants shaped the size, the styling and the personalization, so the watch was designed with the people who will wear it. The watch is Swiss Made and runs on a Sellita SW200-1 automatic movement. It comes on a 316L stainless steel bracelet with quick-release pins, plus a red rubber strap, so the same watch can go from the long run to the dinner afterward. A screw-down crown and 100 meters of water resistance mean sweat and rain are not a concern. This is a pre-order, and the first 250 pieces are individually numbered. Per the product page, shipping is expected by December 15, free to the US and Canada. That means the first finishers to buy one will not wear it on race day. They will wear it for the run they did, which may be the better use. Engraving Your Finish on the AXIA Philadelphia Marathon Watch The solid caseback carries the race map inside a Greek key pattern. AXIA ties the pattern to the marathon’s Greek origins and to its own Greek roots. Buyers get three lines of up to 20 characters each, enough for a name, a bib number and an official finish time, or another short detail that matters to the race. Timing is flexible. Runners can order before the race and submit their official finish time afterward if they want it engraved. John Kanaras, AXIA’s founder and CEO, says the finish is for “every 5 a.m. start, every long run” and everyone who helped make it possible. That is a lot to put on one caseback, so the three lines are worth planning. See the AXIA Philadelphia Marathon Watch at the Expo AXIA will show the watch at the Philadelphia Marathon Weekend Expo at the Pennsylvania Convention Center, Hall F, 12th and Arch Streets. The Expo is free. It is open Friday, November 20, from 8 a.m. to 9 p.m. and Saturday, November 21, from 8 a.m. to 5 p.m. The AXIA Philadelphia Marathon watch installation is called “Every Second Got You Here.” Visitors can take a time-based challenge for prizes, and a message wall titled “This Finish Is For…” invites people to recognize the runners and loved ones who got them there. Race Director Kathleen Titus says the weekend is “inseparable from the city around it,” and a wall of names fits. Marathon Weekend ends where Philadelphia likes its finish lines, in front of the Art Museum, so the map on the caseback is a map of the day. If you like handmade keepsakes, the same hall hosts the PMA Contemporary Craft Show two weeks earlier, November 6 to 8. AXIA builds commemorative timepieces for sport, including FIFA World Cup 2026 and College Football Playoff Official Licensed Product watches, and official pieces for the Heisman Trophy and the Tewaaraton Award. This one is a different kind of award, because every runner who crosses the line gets to claim it. The AXIA Philadelphia Marathon Watch Waits for Your Finish The best line on this caseback might not be a time at all. It might be the name of whoever kept dinner warm during training, handed you a water bottle at mile 20, or stood on the Parkway with a sign. Your pace belongs on the watch, and so does the person behind the early mornings, so come find it at the Expo and decide who gets the third line.

A Blog to Watch reviews our NGA Argos. Independent experts confirm Swiss Made quality, ultra-custom process, and value that matches achievement significance.

Read the original article in Oracle of Time. The FIFA World Cup has already kicked off and for the first time, you can wear some of that occasion on your wrist, not as some cheaply made Alibaba special but as an official FIFA-endorsed timepiece. Neither are we talking about shelling out Hublot prices; the Swiss footballer favourite might be on the wrists of refs and players, but they’re not exactly built for the average fan. Now, the job of official FIFA World Cup watch supplier has gone to AXIA Time. If you’ve not come across AXIA Time before, their newly crowned position as the de facto international football watch might come as something of a surprise. Surely established Swiss watchmakers are clamouring for the opportunity? But the more you look into precisely how AXIA Time approach watchmaking, the more it makes sense. That’s because AXIA have made a name for themselves building custom watches for sports teams. Back in 1988, AXIA founder John Kanaras was part of the University of Pennsylvania lacrosse team. They didn’t win that season, but they did get far enough that they were given a commemorative watch. A painfully generic commemorative watch. And so, when Kanaras founded AXIA years later, he wanted to do better – and the result has been a slate of colourful watches built around team motifs and liveries at a price point that won’t bankrupt a college football fan. It’s a big leap in scale from there to the FIFA World Cup, but the idea is much the same: giving football fans a way of commemorating the occasion that goes beyond shirts and scarves. Something more enduring. And it’s a substantial undertaking. The AXIA Time FIFA World Cup 2026 collection includes the team colours for 14 countries. That’s a far cry from the total 48 that are taking part, and some fans will be disappointed. Kanaras does have his own reasoning for the chosen countries: the three host nations – USA, Canada and Mexico – along with previous champions taking part in 2026 (so no Italy) and the more nebulous idea of nations where football is on the rise – meaning a passionate – and likely to spend fan base. In the end, that means: Argentina, Brazil, Canada, England, France, Germany, Japan, Mexico, Morocco, Netherlands, Portugal, Spain, USA and Uruguay. There’s also a final set in FIFA’s own livery for anyone whose team isn’t represented, bringing the total number of colourways to 15 – and across those 15 there are three different watches. The flagship model is the Argos, a sleek diver with a professional-level 300m water resistance, sapphire bezel insert and the crown guards to prove that it’s designed as a tool watch more than a showpiece. Regardless of the colours, key elements of the design remain the same across the FIFA collection: the World Cup 2026 logo at 12 o’clock and repeated across the deeply engraved dial, the World Cup manifesto engraved into the rehaut and a custom crown. Even stripped of its commemorative livery, the Argos is a solid watch for its £1,122 price tag. Along with the FIFA-specific finishing and diving specs, it’s equipped with an ETA 2824 automatic movement with 38-hour power reserve. That’s less autonomy than we’re used to these days, but ETA movements are celebrated workhorse calibres. They’re reliable, accurate and well-finished – and here come with a custom FIFA World Cup rotor. It comes on a charmingly retro five-link bracelet with three smaller, inner links that rounds off the whole 1960s diving watch flavour. Each colourway is limited to 80 watches total. Next up is the middle child of AXIA’s team-specific trio, the Enosi. This is designed more as a straightforward, versatile, everyday wearer. There’s no diving bezel, no oversized indexes designed to be read underwater and an everyday-appropriate 100m water resistance. The retro steel bracelet has been swapped for an Italian leather band and the ETA movement for a more accessible Sellita number with the same 38-hour power reserve. It does however have all the same commemorative finishing and just as much team colour across the board. More importantly, it’s also priced at £597, making it almost half the price of the Argos – and much less of an investment. And there’s a lot to be said for the more streamlined look of the Enosi. Not only is it more accessible, the 38mm watch is also more wearable on smaller wrists compared to the 42mm Argos. It too is limited to 80 pieces per livery. Finally, we come to the most accessible of the three, the Kosmos. This 36mm, quartz-equipped watch comes in at £171. And while the sizing might make the average collector think of it as a women’s watch, the straight lugs, dramatic dial engraving and hidden, push-in crown make it a very distinctive-looking piece on its own merits. It also makes great use of the team colours across its multi-level dial and textured rubber strap. If anything, it’s a watch for younger fans and those who just want to show support rather than spend on a solid mechanical timepiece, reflected by both its lower price tag and higher production run of 400 pieces per colour. Across the 15 different designs, the AXIA Time FIFA World Cup 2026 collection represents a lot of watches. Though that’s still not many in the context of football fans – especially in the countries that are slightly less apologetic of their teams than England. So, you might not have long before you need to settle for a team scarf over a watch.

Founder and CEO John Kanaras discusses the brand's official FIFA World Cup 2026 collection, Swiss Made design, and the power of preserving global sports memories.AXIA Time Makes Historic Memories With FIFA Watches The FIFA World Cup 2026 is already shaping up to be one of the most significant global sporting moments in modern history. Hosted across the United States, Canada, and Mexico, the tournament legacy brings together nations, cultures, cities, and fan bases in a way only football can. For AXIA Time Founder and CEO John Kanaras, it also represents something deeply personal: a chance to turn a historic global moment into something fans can wear, keep, and, one day, pass down. AXIA Time recently announced the addition of FIFA World Cup 2026 Official Licensed timepieces to its growing portfolio of commemorative Swiss-made designs. The collection marks the first time timepieces have been introduced as part of the official licensed products program, creating a major milestone for the company and a fresh category within World Cup collectibles. For AXIA, the opportunity is not simply about entering the global football market. It is about honoring moments that people never want to lose. The Hype Magazine got some time from Kanaras to discuss this benchmark moment in the World Cup, and fashion/style/lifestyle history! At AXIA, we have always believed that the moments we wish would last forever are exactly the ones worth preserving. The FIFA World Cup is the perfect embodiment of that philosophy. A First For FIFA World Cup Licensing The World Cup has long inspired jerseys, scarves, trading cards, memorabilia, and countless fan keepsakes. AXIA’s entry into the official licensed products program introduces a different kind of collectible, one built around craftsmanship, daily wear, and long-term emotional value. Kanaras sees the milestone as both a business breakthrough and a sign of changing consumer expectations. It is a significant milestone for us, but I also think it reflects something bigger happening in the market. There is a growing recognition that people want to commemorate major moments in a way that actually matches the meaning of the experience. That idea sits at the center of AXIA’s brand identity. The company has built its reputation on heirloom-quality watches designed to mark defining achievements, including partnerships connected to the College Football Playoff, the Heisman Trophy, the Naismith Awards, and the Tewaaraton Award. For Kanaras, a Swiss-made watch carries a different weight than a traditional souvenir. A Swiss-Made watch worn daily is not a souvenir. It is a living artifact. Turning National Pride Into Design The FIFA World Cup is not just a tournament. It is a cultural event powered by identity, pride, memory, and emotion. AXIA’s challenge was to translate that scale into watches that could speak to longtime supporters and new fans alike. Kanaras said the design process first began with flag-inspired concepts. That approach made sense at the start, but the team soon realized that flags alone did not fully capture how fans connect with their national teams.  When you are a fan of the Brazilian national team, or the USMNT, or Argentina, you are not rooting for a flag. You are rooting for that team: their colors, their crest, the specific visual language they’ve carried across decades of tournaments and moments. That realization sent AXIA back into the design process. The final direction focused on team colors, visual identity, and layered details that connect each watch to the 2026 tournament. Every piece has layers. A Personal Standard Behind The Brand John Kanaras Penn State Goalie 1988 – Photo sourced from Insidelacrosse.com (archive photo) AXIA’s origin story traces back to Kanaras’ own athletic experience. In 1988, he was a member of the University of Pennsylvania lacrosse team that made an unexpected run to the Final Four. Kanaras played goalie, and his Quakers faced eventual champion Syracuse, losing a tight 11-10 battle. That season became part of the company’s deeper understanding of teamwork, self-belief, resilience, and the importance of honoring shared achievement. That experience also shaped Kanaras’ belief that milestone moments deserve objects that can match their emotional meaning. I know what it means to go through something meaningful with a group of people, to share a journey, a season, a pursuit, and to want an object that can hold all of that. That standard became the foundation for AXIA. It also raised the stakes for the FIFA World Cup collection. These are matches that define national identity, that people watch in living rooms and stadiums across the world, that stay with them for the rest of their lives. Our job was to make something worthy of that weight. Honoring The Host Countries With the 2026 tournament taking place across the United States, Canada, and Mexico, the host countries carry special meaning in the collection. AXIA is creating designs that recognize their role in this World Cup while also welcoming diverse fans into the experience. The host countries have dedicated designs that honor their role in this tournament, particularly for nations that have not had the opportunity to host in decades. For him, host country designs also needed to work across generations and levels of fandom. Some buyers will be lifelong football supporters. Others may be experiencing the tournament up close for the first time in their own cities or countries. For the die-hard supporter, there is depth and craft and storytelling in every detail. For the person who is new to the tournament, who wants something to mark this moment in their city, their country, their memory, these are accessible and beautiful and immediately meaningful. Craftsmanship, Memory, And Heirloom Value The emotional language around AXIA is intentional. Kanaras noted that the word AXIA comes from the Greek for value or worth, a fitting foundation for a brand built around meaningful keepsakes. Our first commitment is always to product quality. Swiss Made craftsmanship, premium materials, precision that holds up over time. If the object does not have intrinsic value, the emotional layer has nothing to attach to.  When something is both well-made and deeply resonant, people do not put it away. They wear it, they show it, and eventually they pass it down. The Stories AXIA Chose First The initial collection includes designs honoring host countries, World Cup-winning nations, countries of football significance, and the tournament itself. Kanaras said choosing which nations and stories to represent first was one of the hardest decisions the company made.  The criteria we landed on were: the three host nations, past World Cup champions who are competing in 2026, and nations whose global significance in the sport is growing, specifically teams with passionate fan bases whose story deserves to be told. Still, he emphasized that the collection can evolve.  If a fan’s country is not in the current collection, they can reach out to us directly at info@axiatime.com and make the case. We are listening. Lili Cantero Adds A Fine-Art Layer The Collector Box Sets add another element to the release through hand-painted work by sports artist Lili Cantero, a renowned Paraguayan artist and designer who has gained international fame for her hyper-realistic, hand-painted sports gear. Often called “The Sports Artist,” she bridges the gap between fine art and professional athletics. The box sets feature three watches designed for the respective country’s collection, with artwork that brings a fine-art presence into the licensed product space.     Lili is one of the most celebrated sports artists working today. For AXIA, the opportunity to collaborate with her was about elevating the Collector Box Sets into something truly rare. That detail matters because the collection is not only about watches. It is also about presentation, storytelling, and collector value.     You are not getting a licensed product in a printed box. You are getting the full AXIA watch collection for a nation, housed in a hand-painted box by one of soccer’s most significant artists. The Realization Of A Global Moment For AXIA AXIA has already served universities, championship teams, service organizations, and individuals celebrating major achievements. The FIFA World Cup partnership expands that mission onto a much larger stage.     This is the moment AXIA becomes an international brand. For a company designed in the United States and built around Swiss-made craftsmanship, the World Cup creates new visibility and new reach. It also validates the original idea behind the brand: That defining moments deserve to be preserved with care.     Being trusted by an organization of FIFA’s stature to deliver official licensed products is an enormous validation, and it opens doors that simply were not open before. Making A Moment Last Forever The FIFA World Cup 2026 will create countless memories. Some will happen in packed stadiums. Others will happen in living rooms, sports bars, neighborhood gatherings, and family watch parties across the world. AXIA’s goal is to give those memories a physical form.     We hope a glance at the wrist brings them right back. The goals, the misses, the penalties. The moment they screamed, whether at the television or in the stands, and who was next to them when they did. That is where the collection finds its emotional center. It is not just about who wins, although history will certainly remember that. It is about how people felt while watching, who they shared it with, and where they were when the tournament became personal. For AXIA Time, that is the real power of the World Cup. It does not simply measure time. It marks it…definitively imo.