1. LUMINOX
SPEC
OPS
EXHIBITION
Mon
11
–
Sun
17
Jan
2016

2. Luminox
Spec
Ops
ExhibiDon
• Mark
the
25th
anniversary
of
the
Luminox
Navy
SEAL
watch:
Ø Opportunity
to
re-­‐emphasize
Luminox’s
core
USP
in
Luminox
Light
Technology
(LLT)
–
24/7
conMnuous
illuminaMon
in
the
dark;
Ø Re-­‐affirm
Luminox’s
idenMty
as
the
tacMcal
watch
used
and
endorsed
by
the
US
Navy
SEALs;
Core
ObjecDves

3. Origins
• First
issued
circa
1990,
aXer
a
chance
meeMng
between
Luminox
founder,
Barry
Cohen,
and
Navy
SEAL
procurement
officer,
Nick
Nolte,
at
a
trade
show.
• Since
then,
the
Luminox
Navy
SEAL
watch
has
become
one
of
the
world’s
most
iconic
tacMcal
watches.
Luminox
is
the
only
watch
brand
officially
used
and
endorsed
by
the
Navy
SEALs.
Nick
Nolte
Barry
Cohen

4. Luminox
Spec
Ops
ExhibiDon
• “Spec
Ops”
=
Special
OperaMons
Ø Military
operaMons
carried
out
by
dedicated
special
forces
under
stealth,
mostly
in
the
night;
Ø The
US
Navy
SEALS
is
the
most
elite
special
forces
unit
in
the
US
military.
“Spec
Ops”
Concept

5. Luminox
Spec
Ops
@
Langkawi
• Luminox
Spec
Ops
Mission
Media
Trip
to
Langkawi
Ø Truncated
6-­‐hour
training
programme
of
the
original
6-­‐month
BUD/S
(Basic
Underwater
DemoliMon/
SEAL
training)
for
Navy
SEALS.
Ø Programme
customised
by
ex-­‐Navy
SEAL,
John
McGuire,
now
CEO
of
Sealteampt.
Ø Designed
to
give
parMcipants
a
‘glimpse’
of
the
training
of
a
Navy
SEAL
candidate,
but
without
the
pressure
of
Mmed
runs/open
ocean
swims/dives.
John
McGuire,
ex-­‐Navy
SEAL
and
CEO
of
Sealteampt,
customised
the
Luminox
Spec
Ops
Mission
Media
Trip
to
Langkawi
Luminox
Spec
Ops
@
Langkawi

6. OVERVIEW
• A
total
of
37
parMcipants
Ø Comprising
journalists
from
leading
newspapers,
key
lifestyle
publicaMons,
as
well
as
watch
collectors,
from
Singapore,
Malaysia
and
Brunei.
Ø Key
challenge
was
the
wide
and
varied
fitness
levels
of
the
parMcipants,
aged
25
to
54,
comprising
both
swimmers
and
non-­‐swimmers.
Luminox
Spec
Ops
@
Langkawi

7. OBJECTIVE
• Re-­‐affirm
Luminox’s
core
idenMty
as
the
tacMcal
watch
used
and
endorsed
by
the
Navy
SEALs.
• Communicate
the
core
brand
values
of
Luminox
to
key
media
and
watch
trade
influencers
in
a
close-­‐knit
seing.
• Launch
the
new
Luminox
Navy
SEAL
Colormark
Nova
collecMon.
Luminox
Spec
Ops
@
Langkawi

8. Luminox
Spec
Ops
@
Langkawi
• Original
Phase
1
of
BUD/S
–
Physical
CondiDoning
for
7
weeks
Ø BUD/S
physical
condiMoning
porMon
truncated
to
2
hours.
Ø All
parMcipants
were
fully
clothed.
Ø Focus
was
on
teamwork
values
–
concept
of
E1H.
John
McGuire:
“E1H
–
it
takes
Everyone
to
win,
One
person
to
mess
up,
and
if
someone
is
confused,
stay
back
and
Help
them
out.”

9. Luminox
Spec
Ops
@
Langkawi
• Original
Phase
2
of
BUD/S
–
Diving
drills
for
7
weeks
Ø BUD/S
diving
drills
truncated
to
1
hour.
Ø Catered
to
accommodate
non-­‐swimmers,
hence
all
wore
life
vests.
Ø Swimmers
and
non-­‐swimmers
locked
arms
to
support
one
another.
Ø Focus
was
on
E1H
to
complete
the
drills.

10. • Original
Phase
3
of
BUD/S
–
Land
warfare
training
for
10
weeks
Ø BUD/S
land
warfare
training
truncated
to
2
hours
–
1
hour
in
the
day,
1
hour
at
night.
Ø The
night
drill
had
the
teams
uMlise
the
24/7
glow
of
Luminox
watches
in
the
dark
to
keep
to
schedule.
Ø Focus
was
on
E1H
to
complete
the
drills.
Luminox
Spec
Ops
@
Langkawi

11. Luminox
Terrains
John
McGuire
Scoj
Cassell
Tony
Kanaan
Harry
Van
Hulten/
XCOR

12. New
SEA
Series
watch
• New
extension
of
the
core
Luminox
Navy
SEAL
watch
collecMons.
• Part
of
the
Luminox
SEA
Series.
• “Nova”
Ø LaMn
for
“new”
Ø Brightest
star
in
the
night
• Best
luminous
technologies
Ø LLT
Ø Super-­‐LumiNova
Luminox
Navy
SEAL
Colormark
Nova

13. PUBLIC
LAUNCH
• Comes
in
5
core
Luminox
Colormark
designs.
Luminox
Navy
SEAL
Colormark
Nova

14. 20-­‐MINUTE
DIVING
COUNTDOWN
• Indicated
by
accented
coloured
numerals
from
0
to
20
on
the
uni-­‐
direcMonal
rotaMng
bezel.
• Allows
divers
to
have
an
easy
glance
on
the
crucial
minutes
leX
to
securely
monitor
diving
Mme
and
decompression
stops
before
the
ascent.
• LLT
glows
in
different
colour
for
20-­‐
minute
countdown.
Luminox
Navy
SEAL
Colormark
Nova

15. • Public
launch
of
the
new
Luminox
Navy
SEAL
Colormark
Nova
watch
collecMon,
a
new
extension
of
the
core
Luminox
Navy
SEAL
watch
collecMon.
• Inspired
by
the
fivefold
conceptual
scheme
of
Wood,
Fire,
Earth,
Metal
and
Water
in
ancient
philosophy.
• Elements
of
nature
that
the
Navy
SEALs
are
challenged
to
“conquer”
on
every
mission.
“Five
Elements”
AdverDsing
Campaign
“Five
Elements”
AdverDsements

16. “Five
Elements”
AdverDsements
“Five
Elements”
AdverDsing
Campaign
WOOD
Hiding
under
forest
cover
FIRE
Combaing
enemy
fire
EARTH
Low
crawls
through
deep
mud

17. “Five
Elements”
AdverDsing
Campaign
METAL
DetonaMng
explosives
WATER
Missions
that
originate
from
and
return
to
water
“Five
Elements”
AdverDsements

18. Luminox
Navy
SEAL
Colormark
Nova
PELICAN
BOX
SET
• Packaged
in
a
pelican
box
with
addiMonal
webbing
strap
and
tool
kit.
• Box
set
available
for
a
limited
Mme
period,
whilst
stocks
last.
• RRP:
S$595
(before
GST)/
S$637
(with
GST)

19. Luminox
Navy
SEAL
Colormark
Nova
Webbing
Straps

20. Luminox
P-­‐38
AutomaDc
New
AIR
Series
watch
–
Vintage-­‐inspired
• Pays
homage
to
the
P-­‐38
WWII
aircraX
of
the
US
Air
Force
• Two
supercharged
engines,
mix
of
four
50-­‐calibre
machine
guns
and
a
20mm
cannon
• Named
"fork-­‐tailed
devil"
by
the
Germans
and
"two
planes,
one
pilot"
by
the
Japanese
ETA
Valjoux

21. Luminox
Recon
Point
Leader
New
LAND
Series
watch
–
Recon
Leader
with
alarm
funcDon
• RECON
operaMon:
exploraMon
to
gain
info.
• RECON
Leader
–
makes
important
decisions.
• RECON
Point
Leader
watch
• Alarm
funcMon
as
leaders
(military
or
business)
have
deadlines
• Chrono
funcMon
to
enable
split
second
Mming,
because
every
second
counts.
• World
Time
City
Zones
Bezel
–
enables
the
leader
to
coordinate
operaMons
in
different
Mme
zones.
World
Time
City
Zones
Bezel
Tachymeter
Contrast-­‐colour
countdown
quadrant
–
used
to
coordinate
start
Dmes
for
manoeuvres.
Compass
rose
on
the
bezel
Map
scales
to
measure
distances
on
maps

22. Luminox
Space
Professional
New
SPACE
Series
watch
–
Ana-­‐Digi
• Equipped
with
the
ETA
movement
988.333
Ana-­‐Digi
movement
–
the
standard
for
professional
pilots
worldwide,
• Single
programming
crown
for
all
manipulaMons:
Ø 1/100th
of
a
second
chronograph,
countdown
Mmer
Ø GMT
Mme
zone
Ø Alarm
Ø Audible
Mme
signal
(minute
repeater)
Ø Calendar.

23. Luminox
Spec
Ops
ExhibiDon
Luminox
Spec
Ops
ExhibiDon
Mon
11
Jan
–
Sun
17
Jan
2016
10:00am
to
10:00pm
daily
VivoCity
Atrium
(outside
Tangs)

24. Luminox
Spec
Ops
ExhibiDon