Luminox Watches, Luminox Watch

About Luminox Watches
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Luminox Watch Resources
Luminox Watch

The Luminox Watch -- In the Beginning
Initially marketed under the Swiss firm's name, RBMG moved to create their own identity by registering the name Luminox, as well as the logo, a shield icon incorporating the colors black, white and red. Luminox, meaning "light night" in Latin, was selected to emphasize the superlative illumination system utilized in The Luminox Watch collection. The Luminox Watch logo encompasses this meaning by using white lettering (light) on a black background, black lettering (night) on a white background, and red trim (color of the Swiss flag).

As an unknown brand attempting to penetrate a heavily brand driven market, sales were initially slow until Luminox was contacted by a procurement officer for the U.S. Navy SEAL teams to build a dive watch for their use on night missions. With the help of their Swiss associates, RBMG spent 9 months developing the initial Navy SEAL dive watch that launched in 1994. Becoming a supplier to the SEALs gave Luminox an enhanced credibility that helped spur sales in the consumer arena. After successfully selling hundreds of thousands of the original plastic Luminox watch model, Luminox launched its first steel version (with carbon fiber bezel) of the SEAL dive watch in 1999. This Luminox Watch series became an instant best seller and suggested to RBMG "if we build it, they will come". With this in mind, Luminox continued to expand the SEAL dive watch story with the addition of an all steel Luminox Watch series and an all titanium Luminum Watch series in the fall of 2000, both of which are selling extremely well. The all steel and titanium series incorporate higher quality features found in the realm of fine watches, such as 10-year lithium batteries and sapphire glass crystals with anti-reflective coatings. Simultaneously, a new version of the original Luminox Watch model was developed to be sold on a limited basis to better accounts, adding freshness to the original series. That fateful day back in 1993, when procurement officer, Chief Nick North of SEAL Team 5 asked Luminox to create watches for the SEALs helped a new brand of watches emerge from obscurity to become a successful player in the watch business.