CASE STUDY — Nixon
Expanding the Niche
Astound Commerce ups digital engagement game for revered lifestyle accessory brand.
Adrenaline sports enthusiasts—including surfers, skaters, and snowboarders—exert an influence on the general culture disproportionate to their relatively small numbers. They demand high-quality watches and other accessories conducive to the practice of their sports, and project a certain idiosyncratic style that is immensely appealing to consumers at large, particularly young consumers. Since 1998, Nixon has built a premium watch and ancillary accessory brand around surf, skate, and snow culture. Its products dominate the niche, with a fiercely loyal customer base that extends beyond sports practitioners to collectors and fashion-conscious consumers.
Nixon wanted to develop closer relationships with its customers on a global scale, and felt constrained by the architectural limitations of its marketplace. With products sold primarily in small, specialty surf, snow, and skate shops, any future growth would need to come from the growing direct-to-consumer (D2C) segment. Unfortunately, the company had inadequate mechanisms in place for such ventures. Astound Commerce was brought in to remedy these deficiencies—and fast. Nixon wanted a complete redesign of its digital presence in time for a pre-Cyber Monday launch in 40 countries.
- Met Nixon’s requirements for a full re-platform prior to Cyber Monday, allowing a seamless rollout in 40 countries