The Greek-American Behind the Official World Cup Watches

John Kanaras, a Greek-American entrepreneur, established AXIA TIME with a mission to craft watches that match the significance of the memories they commemorate. His personal quest began decades ago with a watch gifted to him after his college lacrosse team won the Ivy League championship and reached the NCAA Final Four. While the moment was "magical," Kanaras found the watch itself to be of poor quality, sparking a nearly 30-year search for a timepiece that truly honored the achievement.

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It was a magical year. The university gave us this watch to remember it. But I never liked it. It was as if there was a mismatch between the importance of the moment and the quality of the object.

Unable to find a watch that met his standards, Kanaras decided to create his own. AXIA TIME, an American company that manufactures its watches in Switzerland, started as a personal project but soon revealed a broader market need. The company's commitment to quality and design eventually caught the attention of major organizations.

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I searched for almost 30 years to find a watch whose quality and design would be worthy of the memories it represents. I never found it. So I created AXIA TIME, an American company that manufactures its watches in Switzerland.

The pivotal moment for AXIA TIME came when FIFA sought a new partner to create collectible watches for the 2026 World Cup. Kanaras recalls the intense process of proving his company's capability to meet the demands of such a large-scale event. "It was perhaps the biggest challenge we have faced as a company," he told Kathimerini, highlighting the pressure to demonstrate that AXIA TIME could stand alongside established horological giants.

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They examined our quality, our design philosophy, and the way we work. We had to prove that we could meet the demands of such a large event. It was perhaps the biggest challenge we have faced as a company.

Kanaras believes fans will embrace the idea of wearing a trophy on their wrist, as the victory becomes part of their identity. The most challenging aspect of the FIFA collaboration involved designing the watches that will honor the new world champion, with negotiations focusing not just on mechanics and materials, but also on the integration of the trophy itself.

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I believe fans will love the idea of wearing the trophy itself on their wrist, because for them this victory is part of their identity.