For Seller

By: Adam Coyle

For the active set looking for good value in a rugged, dependable and eye-catching timepiece, the search is over. Luminox watches, with a unique self-powered illumination system guaranteed for 10 years, exceed all expectations.

Founded by Richard Timbo and Barry Cohen, the company was initially marketed under the Swiss firm’s name RBMG (Richard Barry Marketing Group). Timbo and Cohen discovered a unique illumination technology being produced by a Swiss manufacturer, suggested that the technology be incorporated into a line of Swiss watches and negotiated an exclusive relationship for the use of the technology in North America, and the world’s most luminous timepiece collection was born.

The founders later registered the name Luminox, which means "light night" in Latin to emphasize the superlative illumination system utilized in the watch collection. The company logo encompasses this meaning by using white lettering (light) on a black background (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, the company spent nine 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. After successfully selling thousands of the original plastic model, Luminox launched its first steel version of the SEAL dive watch in 1999. This series became an instant best seller and suggested to the company "if we build it, they will come." With this in mind, Luminox continued to expand the dive watch series with the addition of an all-steel series and an all-titanium series in the fall of 2000.

Micro gas lights installed into the hour markers and bezels of a variety of Luminox watches make them unique and desirable. No external light source is needed to charge the paint on the dial or hands, nor do they require the push of a button to light the dial. All Luminox watches are entirely Swiss-made with multi-jewel Swiss quartz watch movements. Luminox also offers dress and field watches. Field watches are designed with crown protectors built in their cases. Styles include Captain’s Dress Field and Dress watches and are available with supple, padded leather straps or solid link stainless steel bracelets. The New Sport Field series features the Luminox illumination system.

Author is a watch collector and sells watch bands online.