By Deirdre Carroll
Associate Editor

NORTHVALE, N.J.--Avalon Eyewear launches Nikon Custom, a rimless eyewear line. “Nikon was the first to introduce titanium in eyewear and this launch is the first of the Nikon eyewear sub-collections, Nikon Custom. Nikon Custom in particular represents a new direction for Avalon Eyewear in that we are entering the rimless eyewear market in full force as a serious contender,” said David Pildes, vice president of Avalon. “We would put this product out there with the other brands on the top tier of rimless eyewear. However, Nikon will release in short order, full, and semi-rimless eyewear sub-collections, as well, so it will be a comprehensive brand profile.”

Nikon Custom epitomizes the refined beauty and elegance of simplicity in design that is characteristic of the Japanese aesthetic tradition. The 12 possible shapes include a comprehensive array of modern and contemporary styles and the pallet ranges from classical to natural hues of color. Made from 100 percent ultra-light beta titanium, the collection features a screwless, rimless, compression mount eyewear system, soft, floating comfort nose pads and the Ever Smooth hinge.

With 144 different shape and color combinations, Nikon Custom is all about selection, and is comprehensive in it's offerings of unisex, men's and ladies styles, shapes and colors. As such, it is suitable to a wide range of demographics from young to mature, trendy to classic.

The Nikon Custom distribution is geared towards ECP's and wholesale labs, with the marketing focusing on Nikon’s reputation for superior quality and technical innovation. POP and advertising are meant to draw upon the customer's familiarity and confidence in Nikon as it translates to eyewear.

Each Nikon Custom frame includes a custom-designed eyewear case and is priced to the dispenser in the $59 to $69 range.