By Deirdre Carroll: Senior Editor

 
NEW YORK—As part of an ongoing worldwide repositioning effort for all of their Global Collection, Marchon has re-launched the Flexon memory metal collection with a revamped focus on design, as well a global window campaign to support it.

Flexon sold 1.7 million units in 2011. With the revamping of the collection, the brand remains a line made for active people with demanding lifestyles.

The new design focus features four different schemes. The Structured Temple design, which features four styles; the Vigor, Vivacity and Vitality for men and the Vibrant for women, is characterized by modern styling and two-tone colorations. The second scheme, the Beveled Temple design; which includes the Form and Flux for men and the Forte for women, has temple construction with a beveled ledge that starts at the end piece and continues the full length of temple. Shapes are edgy rectangles for men and a softer rectangle for women, while contrast color on the bridge and end pieces is combined with two-toned colorations on the temples.

The Classic Concept features two men’s styles, the Influence and Resilience, which as the name suggests are classic shapes with timeless style. Lastly, the Fashion Concept includes three styles, the Dynamic and Energetic for men and the Elastic for women, which feature metal fronts with metal structured endpieces, CP injection temples and gradient coloration on the temples. All the new styles feature direct soldered bridges and a new logo.

To support the repositioning, Marchon is launching a global window campaign in September featuring the new slogan “Keep Moving.” Additionally, a Flexon Live tour will travel around the U.S. and into Europe next year, as well as the introduction of new in-depth interactive videos that explain the innovation of the brand, as well as a description of its features and benefits.

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dcarroll@jobson.com