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Marketing Case Study on Nixon

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PART 1: Introduction

INTRODUCTION

In an age when cell phones and mp3 players display tiny quartz clocks, the mechanical

wristwatch has slowly become less of an object of function and more a piece of modern culture, for

both men and women. However, this was not always the case. Less than 100 years ago, no self-

respecting gentleman would be caught dead wearing a wristwatch. In those days of yore, real men

carried pocket watches, with a gold half-hunter being the preferred status symbol of the time—no pun

intended. It wasn't until the late 1800's when soldiers discovered their usefulness during wartime

situations. Pocket watches were clumsy to carry and thus difficult to operate while in combat.

Therefore, …show more content…

Nixon watches

originated in California in 1997 as a boutique watch manufacturer creating a small line of custom built,

team designed watches with focused distribution in specialty surf, skate, snow, and fashion stores. It

was Nixon's intention to create unique and memorable high quality watches and in the span of 10 years

they were more than successful in achieving this goal, giving them quite the competitive advantage in

the market. In January of 2006 Nixon was purchased by Billabong International for $54 million.

(REFERENCE) This acquisition helped to raise the Nixon profile and exposed the watches to a wider target market.

Despite Nixon watches being skate style, urban and surf orientated, some of the models sit in a

designer price and quality bracket and are regarded as highly elite and special. These is reflective of the

use of superior materials including mineral crystals and jewels unique to Nixon and only the finest

technology such as Swiss movement. These watches are models that make a great investment and

guaranteed to last for a long duration of time. (REFERENCE) The unique styling and fine

craftsmanship also means that they are timelessly on trend. Nixon watches are now highly sought after

as watches with style, class, flair and quality. In these days of mass produced generic watches that tend

to all look the same, Nixon has managed to brand it

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