Nixon supporting Boarding for Breast Cancer

So Nixon is releasing the third limited rubber edition of the player and as it is the month for Breast Cancer Awareness, it was a logical choice.

Nixon: The Player in Rubber

I bought the SS Player 5 years ago and bought many models since. I was checking Nixon's website over the weekend when a new limited edition: the Player goes "Iconic"

Here is a copy /paste of their marketing campaign that summarize pretty well what is the Rubber about:

Beginning March 15th, 2009 Nixon’s “4 x 4” will introduce 4 Rubber Players in a single colorway to the world. On the 15th of each month from March to June a new surprise color will be released. Participating shops will be shipped only 4 Rubber Players each month. Each surprise color will be kept secret.



Like any hot item, the true value of the item doesn't really matter. while I agree $170 is a bit hard to swallow for a rubber watch, the fact it is ultra limited I have no doubt those will be gone as fast as Michael Jackson's London tickets. I still can't believe this weirdo sold out 50 concerts in few hours.

Headphone

I have talked before about how Nixon is repositioning its brand. Last weekend I even noticed an headphone's ad in Details' mag.

I think the fact they are going to promote headphone's in the fashion and music industry is gonna open some doors for people to look into their watches. In addition it increases their product offering to the core customers.

I haven't tested them yet but I will try to go to a shop very soon and will update this post.
There are three custom designed, custom built headphone models; The Master Blaster (an over-ear studio quality headphone), The Nomadic (an on-ear travel headphone) and The Wire (an in-ear headphone).

Nixon: Barneys ltd Edition

I bought my first Nixon watch in 1998 and I have now more than 10. As of lately I have noticed many people wearing those watches but are out of shape as well as reviews in non surf/snow/skate mag. So is Nixon loosing its grasp on its core customers???

As a UCSD marketing project, I did a marketing planning on Nixon watches. I found that if Nixon wanted to grow, they will need to have a wider image that can appeal to people outside the Action Sport industry but still be creative and original to appeal to its core customers.

6 months later, I noticed a switch in their marketing position and by middle of 2008, advertisement featured less pro, it became more about the watches. The ads exactly reflect what I proposed in my plan: they are classy, stylish and leave more room for being appealing to a non surfer guy.

Action Sport companies like any other companies need to grow and generate more profit. It is normal that Nixon is reaching an audience that may not only be composed of action sports consumers.
With that said, the next two years are going to be critical for Nixon as new brands or big surf companies may challenge Nixon's number 1 position in the Action Sport Industry.

Here is an example of Nixon watches getting out of the comfort zone by reaching non Action Sport consumers: the Barneys celebration of 50 years of the peace sign. Nixon integrated a Happy Hippie theme into the crowd-favorite 51-30 watch.

Watch the time in style

The spirit of Nixon was created by board sport community who desired quality with a graphical edge with functionality in the life of a surfer or board rider. The spirit now translates into more of a fashion forward, indie flaired design to appeal to others who do not necessarily relate to the lifestyle, but seek inspiration from the board riding culture's distinctive style.

While Nixon's namesake doesn't derive from the American president, it still relates to the attitude of the sixties when the spirit boundless, love was free, and a blatant rebellion against conformity were the decade's major themes.