Luminox Times Magazine Issue Nr.3

Issue No. 3 Fall/Holiday 2014

25

Years

Rugged Watches, Hard Facts and Tough Stories.

SCOTT CASSELL Defender of the Seas NICK NORTH

Navy SEALs – the quiet warriors

25 YEARS OF LUMINOX

JEFF ZWART

The importance of timing

Introduction. Barry Cohen – FOUNDER

From the Founder You know what they say? My, how time flies! In this case, it's been a quarter century and a lot has transpired! We started Luminox at about the time the Berlin wall came down, so here alone you can see the big changes that have occurred.

The Luminox brand was founded back in 1989 and we pioneered the self-powered illumination system in the watch category. This illumination enables the wearer to see time at a glance, in every light level, including complete darkness. Our brand continues to shine (pun intended) and is now available in 60 countries.

Luminox has become Essential Gear for many professionals and in this issue we’ve included quotes from everyday people who express their feelings for the brand. We feature new articles, including

an interview with Chief Nick North, the Navy SEAL who came to us in 1993 to create watches for SEAL teams; Jeff Zwart, the 7-time Pike's Peak Champion, who missed an 8th championship this year by 1 second. But not to worry – we'll go back again next year with Jeff to try to shatter the record. And Scott Cassell, our friend and underwater researcher, speaks about the dangers of his undercover work to protect and preserve the health of our oceans.

We hope you enjoy our magalog, and that you are inspired to join our many avid Luminox fans!

Essential Gear.

In extreme situations, decisions are made in the blink of an eye. You have to be ­­­­­­­able to rely on a watch that guarantees perfect visibility at a single glance.

Luminox watches are Swiss Made and equipped with a unique self-powered illumination system. Without having to

All the best,

push a button or expose the timepiece to a light source, the time is continuously visible for up to 25 years. It’s part of what makes our watches ESSENTIAL GEAR and why the United States Navy

Barry Cohen

– SINCE 1989 –

SEALs and other professionals world­ wide have chosen Luminox.

Luminox developed the first Navy SEAL series in 1993. The unique combination of stealth and visibility is also why U.S. Air Force F-117 Night­hawk™ pilots requested Luminox watches.

Luminox watches have always been essential equipment. If a watch is durable enough for the world’s toughest elite forces, it will stand up to any other rugged outdoor use. Explore this year’s collection of Luminox timepieces and see for yourself.

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CONTENTs 06 Tough Stories.

Interview with Nick North.

NAVY SEALs – THE QUIET WARRIORS 08 25 YEARS OF LUMINOX 16 News.

FALL/WINTER UPDATE 2014 – 2015 20 Favorites.

SOME OF OUR BEST SELLING MODELS 28 Everyday Gear.

THE MODERN FIELD WATCH 30 Tough Stories.

Interview with Scott Cassell.

DEFENDER OF THE SEAS 34 Tough Stories.

Interview with Jeff Zwart.

THE IMPORTANCE OF TIMING 36 Luminox.

TRUSTED AND REQUESTED BY ELITE FORCES AROUND THE GLOBE 37 LUMINOX LIGHT TECHNOLOGY 38 OUR CO-BRANDING PARTNERS 39 World Map. WHERE YOU CAN FIND US

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Tough Stories. INTERVIEW WITH Nick North.

Tough Stories. INTERVIEW WITH Nick North.

Nick North Chief Petty Officer, U.S. Navy SEAL (Retired)

Can you give our readers a little background on your former Navy SEAL career?

I attended Basic Underwater Demolition/SEAL training, class 61 in 1971 (under the last name Beardsley, but that’s another story). My NSW commands were UDT 12, SEAL Team 1, SDV Team 1, NSW Group 1 (NSWG-1), and SEAL Team 5.

I retired due to injuries sustained in training in 1999.

How old were you when you joined the Navy SEALs and what does RDT&E stand for?

I was 19 years old when training commenced in February 1971.

RDT&E stands for Research, Development, Testing and Evaluation.

What does the acronym SEAL stand for and how did the SEAL unit come about?

SEAL stands for “Sea, Air, and Land”. There is a debate whether or not the acronym preceded the definition or the other way around. The “SEALs” were kept secret until they were “outed” by a Buz Sawyer cartoon in 1966. The units SEAL Team 1 and 2 were commissioned in 1961. That’s the short answer. The long answer is in the official Naval Special Warfare (NSW) web site at http://www.sealswcc.com/navy-seals-history.html#.

U6NVALGgRgt

What skills and mind-set does it take complete the training and become a successful SEAL team member?

Now that is best left to a book. Essentially, in addition to being physically fit, a member of the Teams needs the ability to focus, to be able to act both as an individual and the strong member of a team. He must be above average intelligence.

In my mind the 2 strongest mindsets are to be team oriented and to never quit during training or during a mission.

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Luminox is part of the Navy SEALs Essential Gear – how important is equipment to the SEALs? Do you have a checklist?

The most important aspect in a SEAL’s mission is our clandestine capabilities. As such we don’t publish our tactics or gear lists. We need to be “quiet warriors”.

That said, the equipment must be completely reliable and must be able to survive the same extremes that we put ourselves through. Relative to all of the equipment available on the market or from the custom shops not much gear fits that description.

What kind of testing did you do on the watches?

Along with a spectrum of other watches, the Luminox watch was heated in an oven to replicate desert temperatures, was frozen overnight in a refrigerator freezer, was pressed in a water pressure pot below advertised depth capabilities and was given to SEALs to use during training and operations.

For all of us who have no idea of how a “changing room locker” of the SEALs looks like – could you describe it for us please!

Actually, the locker-room is no different than you’d find in a gymnasium.

What do you look for when procuring new equipment?

Mission need, optimum functionality, durability, and cost.

How did you hear of Luminox?

As the Assistant RDT&E Officer for NSWG-1 I was attending a winter equipment trade show in Reno, Nevada. I was heading towards the exit, having fulfilled my intended purposes, when I came across the small Luminox booth. After discussing my requirements for a watch with Barry Cohen and Rich Timbo, RDT&E acquired samples for testing.

North American Fitness and Health (NAFH) Mission An adolescent, youth and family focused health and fitness company, North American Fitness and Health (NAFH) will create opportunities for our children to run, jump, play and exercise in a high technology environment that they are familiar with but that provides an opportunity to burn the energy that has been stored as fat.

It is the mission of North American Fitness and Health to provide America with a convenient, fun

and effective opportunity for our youth and their families to increase their fitness levels and wellbeing in an atmosphere that is bright and exciting and to which they will want to return time and again.

The gymnasium will be non-profit to ensure that it is affordable for all income levels in every community.

NAFH will be high technology based applying the same functions our kids are familiar with but in a much larger format. They will be exercising with human trainers and with 2 avatars/digital

characters on large screens with fun and immediate feedback.

Intended to be a 501.c.3 (when the IRS gets around to it) NAFH is now at the funding stage. It will cost approximately $1.5 million to establish the gym, build it out and mange it for the first year. If you happen to know anyone who happens to have that much money in his, her or their back pockets, please direct him, her or them to NAFH.

Nick North

What role or importance does a watch play on a mission?

Missions are started on the watch, mission elements are timed on the watch, and extraction happens on the watch. The watch must be accurate and you’d better not be late. If you are late you may have a long hike or swim ahead of you.

Has a lot changed from them until now? (training, equipment, etc.)

Again, it’s best not to discuss training methodology or tactics in the public forum.

What was a typical day in the SEALs – when you weren’t in combat?

Training, we are always training.

You’re retired now – tell us about your current mission!

Initially on retiring from NSW I supported interoperable communication exercises for the military and public safety.

I am now adjunct faculty teaching homeland security, public safety and anti-terrorism for National University in San Diego.

And about my mission; I am a certified fitness specialist. I have established an organization called North American Fitness and Health (NAFH) LLC. The following is the mission statement for NAFH:

“The most important aspect in a SEAL’s mission is our clandestine capabilities.”

FRANK STEPHENSON Automotove Design Director, McLaren I love watches. All kinds of watches. Since I was a kid and my father gave me my first one, I’ve seen them as devices that not only project your personal style to others but, and most importantly, as personal instruments of function.

Time is a critical measurement for people who value it. If I wear a watch, it must suit the occasion. Lots of watches do that but not many are able to cover any occasion... some watches are great for a specific purpose while others are too generic.

I wear a Luminox A.1921.BO of the Atacama Field Day Date 1920 Series most often because I know it’ll take me through a full 24 hours anywhere, anytime. It looks good, it’s discreet and mysterious...plus it has a great story behind it that commands respect for its practicality. I absolutely love it!

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Amos Nachoum Marine Wildlife & Adventure Sport, Photographer I have made my life in the wilderness taking people on photographic expeditions all over the world to view Big Animals of all kinds in their natural habitats. There are many times on these trips when we are in darkened environments. What I love most about my Luminox watches is the exceptional illumination they possess, being able to know my exact time – no matter where I am, either underwater with crocodiles in the darkness under the Papyrus cave, at the Okavango delta or waking up in my tent in the foothills of the Himalayas in the black of night, ready to track Snow Leopards.

Plus I love the look of them, and enjoy telling those on my expeditions about Luminox.

Nout van Zon Aerospace Engineering Student, Delft University of Technology I am currently working on my private pilot license and in a year’s time I will become an astronaut. Both my Luminox timepieces are part of my Essential Gear throughout my flight training. Luminox not only embodies the spirit of space exploration, high performance flight and stretching the limits of what is possible it is also truly a unique brand. At night, the watch comes to life and I can spend hours admiring it’s beauty. Day or night, my Luminox never let’s me down.

Rachelle Croft Owner, Expedition Overland I've owned this watch for about 3 years, I recieved it as a birthday present from my husband and it has personal meaning because it is white. Our campaign for racing in The Rallye Aicha des Gazelles this year was to bring awareness to sexual abuse, as Rhonda and myself are survivors, and to be voices for women around the globe. Our campaign color is white so it is by far my favorite piece, and it survives anything :–) It also went through filming in AK for our show, Expedition Overland last summer, and I have also worn it daily since owning it. As a mom and business owner, I need tough stuff!

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Bader Al Failakawi Marine Operation Superintendent, Kuwait Livestock Transport and Trading Co. Four years ago I was going through a tough time in my life, I was jobless, struggling with my weight and diagnosed with diabetes. Luminox became an essential part of my transformation journey, a reminder of how strong I can be, and a trophy of my success.

Jeff Zwart Champion Race Driver & Commercial Film Director Internationally acclaimed commercial film director and 7 time Pikes Peak International Hill Climb Champion, Jeff Zwart understands the importance of durability and functionality in not only his car but also the watch he chooses.

Those qualities combined with Luminox Light Technology create a perfect timepiece to attack the famous Pikes Peak Hill Climb with its extreme conditions and altitude. Driving the Luminox sponsored Porsche GT3, Jeff has won theTime Attack Class Championship and set a new record in 2010 when the course was half dirt and half pavement.

Years OF Luminox

Hiroshi Aoyama MotoGP World Champion, DRIVE M7 ASPAR Team I received my first Luminox as a birthday present from my friends, and that was the start of my Luminox collection. I have been wearing Luminox ever since and I love the design and the great visibility anywhere any time. Luminox is part of my everyday life.

Bai He General Manager, DaLian QianSheng Construction Decoration Co.,Ltd I am captain of the Red Cross Society Emergency and Rescue, China Dalian Branch. We train in the woodlands, deserts and underwater. Luminox provides many outstanding functions like night visibility, water-resistance and reliability.

I really love my watch and highly recommend Luminox to friends and colleagues alike.

Koichi Iwaki Actor For motorcycle touring, shooting, and scuba diving, Luminox is my good partner and it supports me in my life. We completed two co-branding watches for my motorcycle team Falling Bones and I really like its design, functionality, but most of all it is tough and durable!

German Zurro Manager, ZURRO Joyeria – Relojeria We are watch lovers. In these last few years we have enjoyed a commercial and personal passion with Luminox and have even gone as far as creating a special edition watch "rios de luz" VALLADOLID which we are very proud of. Our clients love these watches because of their fantastic quality and great value for money. Thank you Luminox!

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Claudio Bigatti Freelance Technical Writer & Reporter My job is to test and compare military small arms, from light weight assault rifles to medium/heavy machine guns.

A year ago I purchased a Luminox Recon Point Man. I wear my watch on my right wrist so during live firing any stress to my wrist goes directly to the watch. The Recon passed all the testing and abuse with flying colors: it is lightweight, with a comfortable and durable nylon band, “Swiss” precision, a clear view of the dial in the sunlight thanks to the sapphire glass anti reflective coating, and incredible at-a-glance visibility at night.

Bobby Slayton Stand-Up Comedian In 35 years of stand-up, my biggest fear is being on stage without notes in my pocket and a watch on my wrist. And nothing, and I mean NOTHING that I've ever worn has been as dependable and as cool looking as my Luminox. And no need to drop names here, but I was sitting in the movie theater a few weeks ago next to a major rock star, and didn't want to bother the guy, but after a couple of minutes he leaned over to me and said, Is that a Luminox? Now THAT'S pretty cool!

Cong Xiao Editor, Creative Artists Agency In my profession, I train mostly outdoors and Luminox is my Essential Gear while I am working.

It is not only functional and reliable, but has fantastic night visibility.

No matter where I am I can read the time easily and conveniently.

Maksimov Yury Journalist I originally received a Luminox watch for testing and review and now, after four years, it accompanies me on all my expeditions. As a diver the water resistance is very important to me and my watch hasn't let me down. And, of course, the LLT illumination system is great for travel and hunting.

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Khalid Alsaqran Australian College of Kuwait I can wear my Luminox anywhere and any time – it looks sporty and at the same time classy, so I wear it while going to the gym, hanging out with friends, or even when I'm going to college.

Harry van Hulten Founding Partner/Experimental Test Pilot XCOR Space Expeditions Luminox has achieved remarkable results in this short period of time.

They're very innovate, they're very forward thinking and that's what unites us. Obviously we have a special bond with their target groups, especially the pilots. They have watches commemorating the Lockheed Martin F-16 and F-22. And now they have the Space Series which is very cool for us!

Guillermo Söhnlein Co-Founder, CEO of Blue Marble Exploration and Co-Founder of OceanGate, Inc. Precise timing of underwater operations can mean the difference between life and death, and in the darkness of the deep ocean we need to preserve our night vision.

One dive wearing a Luminox watch and we were hooked!

Vincent Krsulich Publisher Men's Journal If you lead an active lifestyle, get a Luminox.

Truly the best! Period!

Tony Kanaan Champion Race Driver, Chip Ganassi Racing This year Luminox came up with two versions for our line, adding carbon reinforced polycarbonate versions to the mix. It's a lighter and more affordable watch than the line that we've had for years now, but it's very cool and sporty and it comes in two different dial colors. It's a neat addition to the work that Luminox, Barry and I have been doing since 2009 and it stacks nicely under the more sophisticated Valjoux and Steel Quartz chronograph movement models that we already have.

“I love my Luminox, it’s accurate, easy to read day or night, and its indestructible”.

Huey Lewis Rock & Roll Star, Huey Lewis and the News

Nick North Chief Petty Officer SEAL, U.S. Navy (Retired) Over the last generation (20 years) SEALs have used the Luminox watch on and off. In 2013 a different group within the SEAL community tested analog watches again. The end result was the same as in 1993 – the Luminox watch won again! A Luminox watch will be awarded to each SEAL training graduate as a trophy, reward and piece of Essential Gear, along with an engraved knife and their SEAL pin.

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Eduardo Luruena Master and World Martial Arts Champion, Shen Chai Martial Arts I first came across Luminox in the media where I read that they offer watches made for astronauts and for space! I couldn't resist getting one.

I’m very impressed. It’s a watch that I’ll take with me to space and on all my adventures around the world. I love Luminox, they are strong, light and beautiful, made to overcome any limit.

Fabio Rossi ASP Instructor Trainer, Beretta Defence Shooting Academy Instructor & Italian Carabinieri Chief Sergeant I was in Barcelona to renew my certification as an ASP Trainer Instructor when I “met” the whole Luminox collection. Back in Italy I bought a Navy SEAL Chronograph 3081.BO and it was a great purchase! Very light and strong, the perfect size, with a soft and comfortable strap, and perfect visibility in any light level or complete darkness.

Kevin Chin SFPD Tactical Unit, San Francisco Police Dept. SWAT Team The San Francisco Police Dept's SWAT Team has been a long time supporter of Luminox. During the past 5+ years, we have built a great working relationship with Luminox where they have provided us with custom watches and have supported our SWAT Team by donating watches for various events. Each of our SWAT Team members have at least one, if not all of the four custom watches that Luminox has made for us. Being on the SFPD SWAT Team for the past 6 1/2 years, I along with several members of our Tactical Unit and Dept have relied on Luminox on a everyday basis simply because they are reliable, rugged and we can easily tell time in the day or night. The popularity of Luminox has grown in our Unit and Department as our working relationship has with them. We look forward to working with Luminox in the future for other projects and would like to congratulate them on their 25th anniversary.

Being put in charge of developing the future of SOF (Special Operation Force) Maritime operations and gear was a tall order. Finding the watch that would meet the myriad of capabilities and requirements for our operations was extremely rigorous. We tested dozens of watches to find the right one. We are trained not to fail, and when a mission has to be executed as accurately and reliably as a Swiss Watch essentially you need just that. With Luminox, I'm guaranteed to be On Time, On Target, Never Fail!

Shaun Marriott LCDR SEAL, U.S. Navy (Retired)

Massimo Mari European Defensive Shooting Champion I played soccer in Italy for more than 30 years but time passed and through my profession, I came closer and closer to the Defense Shooting world. So I left the football field and moved to the shooting range. Till that moment my professional and sports background didn’t include a fight against time but now during my training, championship and free time, my LUMINOX RECON is always with me!

Montse Bernades Postils Sales, Joieria Climent Luminox is a great brand and I recommend it to all my customers.

The F-117 Nighthawk model and the 1602

FABIANO VISINTINI Founder, Armeria Red Point My store in Rome specializes in high end hunting and tactical equipment.

I am the happy owner of several Luminox watches and have now become a Luminox dealer. I particularly appreciate the characteristics of lightness and strength, design and the unmatched night visibility. In fact I’m currently wearing one of my favorite models... the legendary Recon Point Man. 12

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Dean Karnazes Uber Athlete and NY Times Bestselling Author Some of the extreme endurance challenges I undertake can last for days on end. The weather can turn nasty, my body can fail me, but one thing I can always rely upon is my Luminox timepiece. No matter the setting or circumstance, I’ve always got a trusted friend strapped to my wrist.

Djoka Nilovic (Nilo) Swiss MOTO Racer I met Barry Cohen about 20 years ago in my Italian Restaurant in Bern – that is only 5 years after he founded Luminox. His dedication, hard work, love for Italian food and fast moving vehicles is what immediately connected us. As an enthusiastic MOTO racer in the Swiss Ducati Challenge I rely on precision and calculated moves. Luminox is a brand that shares these exact same values.

(an older automatic model) have been my constant companions through thick and thin.

They have never let me down for over a decade, from routine patrol to Hurricane Sandy.

In my line of work a trusty timepiece is an essential part of my gear and having one I can read in all lighting conditions serves me well on the job. I love these durable, reliable and handsome timepieces.

Steve Silks Deputy Chief, Executive Officer, New York City Police Dept.

Sampson Ho Business Development Executive, DBS Bank (HK) Ltd. My first purchase of a Luminox watch included a diving set. I was impressed by the professional and complete packaging! It always gets me into the mood for sport. Also, it looks good with both formal wear and casual wear.

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Li Dong Freelance Writer I am an outdoor enthusiast and enjoy climbing, swimming and running. I am also interested in special things, especially military gear. I came across a picture of an American soldier wearing a Luminox watch which really caught my attention and shortly after I bought my first watch! My Luminox has become like a trusted friend. It never lets me down.

Wang Mingren General Manager, Inner Mongolia Trading Co. I like camping and traveling, Luminox can meet all my demands in the great outdoors. Its function also goes beyond many other brands watches that we use, like water resistance, shock resistance, as well as its accuracy. If I'm on the hot summer Sanya beach or in the winter-cold Heilongjiang snow village, it never lets me down. I trust it.

MOTO Sasaki BMX Rider The reason why I chose Luminox is very simple.

I like clear dial face and its lightness, and I like its black base look. BMX FLAT LAND is a fashionable and technical sport, and I think the image of this black watch is the closest to my riding style.

With the Luminox watch, I want to be the No. 1 rider in the world!

I own two Luminox watches and am extremely happy with them. They are durable, reliable and most importantly affordable. I wear them indoors, outdoors, for business and when just wearing casual clothing. I especially like the variety they offer in color, band and face design.

William "Ed" Price Commercial Pilot, American Airlines

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Margarita Puig Boronat Journalist, La Vanguardia.

Código Único During a Luminox event which was organized in the Medes Islands I met Scott Cassell and the distributor team Alibor. I was very impressed with Scott and his projects on marine wildlife and so began a great relationship.

Milton Hurley Coal Miner Coal miners need a dependable watch in low light, this watch is not only reliable but also rugged. I wouldn't go underground without it and I will always own a Luminox. A must for all blue collar workers such as myself."

Luminox has never let us down, fulfilling its mission by providing precise, accurate and always visible time!

Ramon López Founder, Spanish Test Team

Razor Dobbs Big Game Hunter & TV Producer, RAZOR DOBBS ALIVE Everything I use is safari grade – from my vehicles to my guns to my Luminox watch. Luminox's sophisticated style makes it a killer in the board room and it's safari grade toughness makes it essential in the bush of Africa.

Wu Jiang Manager, Puchaoju Antique Ltd. I am in the antique business. I like things which are rich in stories and background history.

Luminox is a perfect blend of vintage and edgy modern, and it also awakens the warrior spirit within.

Yousef Al Qanai Founder & CEO, Forward Sports Event Management Company For three years in a row I have run the Ultra Marathon (240K) from Kuwait’s northern to its southern border. I wore my Luminox in all three events and I have many good memories associated with it. It has endured all kinds of terrain, sand storms, heavy rain and humidity. Luminox is part of who I AM.

Poltavets Yury Aleksin Chemical Plant I prefer to use high-quality equipment for shooting and hunting and Luminox watches fully meet my requirements. It is very reliable watch, which is used by many Russian practical shooters, hunters and fighters of special antiterrorist units. I have a lot of watches, but Luminox is definetly my favorite brand.

Scott Cassell American explorer, underwater filmmaker and counterterrorism operativeUVP (Undersea Voyager Project) Supported by Luminox as my personal gear on all expeditions, the Undersea Voyager Project’s mission continues around the world performing manned undersea missions of exploration with children as Youth Ambassadors along with scientists, researchers and regular folks... conducting science for the benefit of all mankind.

My store is in Rome and my specific market is military watches. Solidity, robustness, simplicity, ergonomics, practicality, these are just some of the great qualities that distinguish a military watch. They have to be designed for extreme applications where the measurements are very important and even a small mistake can mean a big loss. I found all of these in LUMINOX, so that now my store is Luminox co-branded and I’m proud of it!

ROBERTO RUGGIERO Owner, Orologi Militari by CHRONOWEB

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NEWS. P-38 LIGHTNING ™ Automatics

P-38 Lightning

TM

Introducing the Automatics

T

he new P-38 Lightning timepieces, created under official and exclusive worldwide license with Lockheed Martin, introduce vintage-inspired models to the Luminox collection. Vintage or “throwback” apparel is a strong trend in men’s fashion as designers are reinterpreting popular designs from the past. In the watch world, this offers men the opportunity to buy new throwback watches without paying a vintage watch price.

The P-38 Lightning had a unique and compelling design and the watches pay homage to this industrial pre-war design with their cushion shaped stainless steel case, and dial font pulled directly from the instruments in the plane cockpit.

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The P-38 timepieces are available in GMT and Chronograph movements and now Luminox introduces two Automatic models to the series – the Day/Date 9401 and the Valjoux Chronograph 9461 – hearkening back to the time before quartz watches existed.

No.

9401

44 mm

No.

9401

44 mm NIGHTVIEW

No.

9461

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44 mm

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NEWS. SXC | XCOR Space Expeditions PILOT PROFESSIONAL 5240 SPACE SERIES

SXC | XCOR Space Expeditions Pilot Professional Titanium Analog Digital

No.

5241.XS 45.5 mm

D

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esigned with input from test pilots and astronauts and with them in mind, the Pilot Professional is a titanium analog watch with digital windows, multi-function capabilities and the added advantage of Luminox Light Technology. The Swiss Analog-Digital movement employed is the standard for pilots worldwide.

says Harry van Hulten, Founding Partner/Experimental Test Pilot XCOR Space Expeditions. “However, when I am not in the cockpit I want to look at analog time which is quicker and easier to interpret, especially in the dark. Analog time also looks cooler!” Pilots and Astronauts also appreciate the stopwatch feature with lap capability as well as the very easy to set and reset alarm.

“Pilots need digital time to synchronize their operations and accurate timing down to the second is of great importance. They also travel a lot and the GMT function enables them to easily reference local or destination time zones.”

XCOR Aerospace acquired Space Expedition Corporation, the previously independent Dutch company also known as SXC. The new sales entity is called XCOR Space Expeditions.

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FAVORITES. Some of our best selling models.

L

uminox has been the watch of choice for professionals like the Navy SEALs, SCUBA legend Stan Waterman, the US Coast Guard, law enforcement divers and many more for the past 25 years.

F AV O R I T ES Some of our best selling models

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1526

44 mm

No.

6502

45 mm

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No.

3182.BO

No.

44 mm

3051 44 mm

No.

3059.SET

44 mm

No.

3057.WO

44 mm

No.

No.

4221

For a professional diving watch, it is critical and can even be the difference between life and death, that the time is visible in any and all conditions, be it night diving, deep diving, diving in poor visibility or wreck diving. The Luminox Light Technology (LLT) ensures that all its watches have easy and immediate readability and are Always Visible constantly glowing for up to 25 years.

45 mm

3001.BO

43 mm

No.

3152

44 mm

SEA

SE R IES

FAVORITES. Some of our best selling models.

AIR

SE R IES

No.

9441

44 mm

No.

9272

44 mm

No.

9382

No.

44 mm

6402.BO

45 mm

T

hrough their stealth looks and aircraftinspired details, the watches of Luminox’s AIR series pay tribute to some of the most remarkable strategic aircrafts in aviation history – models like the groundbreaking, supersonic SR-71 Blackbird and the sophisticated F-117 Nighthawk attack aircraft.

Initially developed for U.S. Air Force pilots flying the F-117 Nighthawk Stealth jets, and now supplied to elite pilots of Air Forces around the world, these timepieces take precision to a higher level.

No.

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9421

44 mm

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No.

9278

44 mm

No.

9388

44 mm

FAVORITES. Some of our best selling models.

LAND SE R IES

T

he Luminox Land Collection features many models created with, and supplied to, professionals around the world in military, law enforcement, SWAT teams, border patrols and more. Answering the specific needs of these professionals, Luminox created the RECON Series in collaboration with former Swiss Army Military Security NCO Andrea Micheli, an internationally recognized law enforcement and military journalist and shooting instructor. The RECON Series meets the requirements of military personnel for analog watches that can also be used as simple and efficient navigation tools on the ground.

Luminox has also breathed new life into the very traditional Field watch category. The Atacama Field models update the vintageinspired range with even more rugged appeal and functionality.

Over the past 5 years Luminox has gained entree into the world of Motorsports. When Tony Kanaan, Indy 500 Champion race car driver, wanted to design a watch that would become Essential Gear for his active lifestyle, he naturally came to Luminox. The successful partnership has resulted in four highly acclaimed sellout series of Limited Edition timepieces for serious automotive enthusiasts.

No.

No.

1861

1801

48 mm

43 mm

No.

1801.BO

No.

1927

45 mm

45 mm

No.

No.

8825.KM

45 mm

8831.KM

46 mm

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Issue No. 3 Fall/Holiday 2014

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FAVORITES. Some of our best selling models.

SPACE SE R IES

L

uminox announces the new Space Series.

The first series designed for the XCOR Space Expeditions Space Project, these GMT watches in Stainless Steel or Ultra-Light PC Carbon (carbon reinforced polycarbonate) are suitable for adventurers in space, and on Earth as well. When XCOR Space Expeditions wanted to create a line of signature watches made for space they partnered with Luminox. Trusted and requested by elite forces around the globe, Luminox has earned a reputation for toughness, durability and visibility in all light conditions, making it the ideal timepiece in the darkness of space.

XCOR Aerospace acquired Space Expedition Corporation, the previously independent Dutch company also known as SXC. The new sales entity is called XCOR Space Expeditions.

No.

5121.GN

No.

26

Luminox Times

5127

45.5 mm

45.5 mm

Issue No. 3 Fall/Holiday 2014

No.

5021

45.5 mm

No.

5023

45.5 mm

No.

5021.GN

No.

5027

45.5 mm

45.5 mm

Everyday Gear. the Modern Field Watch.

Everyday Gear the Modern Field Watch

O

riginating in the 1880's, the field watch gained popularity during the First World War due to soldier's demands for reliable and portable timepieces. Trench fighting required quick, accurate timing so watches had to be small enough to be worn on the wrist. The battlefield environment also created a need for exceptionally water and shock resistant watches, and the Field watch quickly evolved a distinctive style – rugged and utilitarian with virtually no embellishment. For almost a century, the Field Watch has epitomized American heritage style, and its popularity continues to grow.

Over time, the style has been updated and contemporized growing in case size with the trend toward larger watches, and also with the addition of quartz movement reliability with the advent of this technology. Today Field watches come in men's and women's models, with quartz or mechanical movements and many with automatic mechanical movements.

Luminox offers a variety of field models in quartz and automatic rounding out our collection of the ultimate LAND series. Our best-selling pieces are the Atacama Field series which blend the functionality of a modern Swiss Made timepiece with an updated retro look. The ultimate incarnation of the Field watch, it is rugged and reliable, truly iconic in design and a terrific daily wear timepiece, suitable for the field, the office or the boardroom.

The Atacamas feature a solid stainless steel case, screw-down crown for added water resistance, and tritium-tubes for continuous illumination.

No.

1941 45 mm

No.

1943 45 mm

No.

1925 45 mm

No.

1922 45 mm

No.

1947 45 mm

No. 1921.BO 45 mm

Luminox Times

Issue No. 3 Fall/Holiday 2014

29

Tough Stories. Interview with Scott Cassell.

Defender of the Seas The ocean is his office, the sharks are his friends.

Meet Scott Cassell, the man who has RISKED his life to save the sea from human destructioN

T

I was run over by a poacher’s boat and the propeller hit me… the blade cut up my back and broke one of my ribs next to my spine.

here are few men that can be genuinely described as badass. Scott Cassell is one of them.

He has had his wrist broken by a giant squid, was shot in the chest with a boat hook, and even had Mexican poachers try to run him over with their boats. The marine conservationist and Luminox brand ambassador is someone not to be trifled with, a grandiose description usually reserved for Hollywood heroes like Jason Bourne. But Cassell is the real deal.

Over breakfast in a café in Bandar Seri Begawan, the sleepy capital of Brunei, Cassell, 51, earnestly shares with me his love for the sea and the war that he has waged against poachers who illegally hunt for turtles, sharks and other sea creatures in the marine-reserve islands off Mexico’s Pacific Coast. Clad in a loose T-shirt and cargo pants, the Californian comes across as an average American guy you might meet in a bar while on a holiday. His stories, however, are far from average.

Cassell started diving at 12 inspired by reading Jules Verne’s 20,000 Leagues Under The Sea and the late Jacques Cousteau, one of the most famous oceanographers of our time. At 15, he became the USA’s youngest underwater welder.

An expert military operative, he is a Counterterrorism Combat Dive Instructor to the Special Ops community, an anti-piracy consultant and sniper, a former Special Ops combat medic and MedEvac Flight Instructor in the Army National Guard. He reckons he has clocked more than 13,000 hours underwater exploring the ocean.

How did a combat naval diver become a marine conservationist? He replies, “I’ve seen how bad people can be and I realized that problems of people are short term. They are intense and

then they burn out and go away. The ocean is dying and when it dies, everybody dies. So as a human being, I cannot do anything more valuable than try to help humanity by saving the seas.” Like I said, he’s earnest, and in such a single-minded way that makes you glad that he’s batting for the good side.

He describes what goes down in a typical undercover mission in Mexico. A friend will drop him offshore in an area where poachers are known to operate. Swimming towards land using a combat dive re-breather worn on the chest and covered in a camouflage suit, he films underneath the poachers’ boats using a night-vision camera to capture what they are killing. When he’s done, he swims to shore and waits for nightfall before sniper crawling to the edge of the poachers’ camp.

He can stay there for up to two days with little water and no food, gathering evidence for prosecutors.

To date, more than 30 poachers have been caught through his actions, and 16 convicted.

It’s come to the point that the poachers recognise his face and know his name.

They dubbed him “Sea Wolf,” a nickname he adopted for his non-profit organisation Sea Wolves Unlimited under which he carries out these missions. Naturally, the poachers haven’t taken too kindly to the American interloper. “They’ve already tried to kill me,” he laughs. “A couple of years ago, I was run over by a poacher’s boat and the propeller hit me in the back. I was wearing a bulletproof vest so the blade cut up the back and broke one of my ribs next to my spine. But I lived and my film lived with me and that guy is now in prison.”

His tireless efforts caught the eye of dive watchmaker Luminox, which has released several

watches with his name. They include the Scott Cassell 1526 Deep Dive Special Edition and the 3959.SET FastStrap Special Edition. Both feature light technology that uses tiny micro gas light glass tubes that glow in the dark for more than 20 years, a feature that Cassell relies on heavily for his missions. A portion of proceeds from sales of both models go towards the support of Sea Wolves Unlimited as well as the Undersea Voyager Project a non-profit organization headed by Cassell dedicated to underwater education and activism.

Cassell was in Brunei to promote his work with Luminox as well as explore its waters to determine how healthy its coral reefs are. In June this year, the Brunei government banned the capture of all shark species from the waters of Brunei and their sales in the domestic market. It also put a ban on the importation and trade of shark products.

It’s a move that Cassell has nothing but praise for.

He says, “We’re already down to three to five per cent of the shark population left. It won’t take long to wipe it out. Five years, maybe ten? We have to act now and some people like the Brunei government have the courage to do that. They’re actually my heroes.”

He questions the validity of claims made by Chinese people that consuming shark’s fin is a cultural thing, similar to the relationship that the Japanese have with whales. “I’m not sure that shark’s fin soup is legitimately a cultural thing.

I’ve been told by Chinese historians that it is questionable at best. It’s more of a fashion. It’s not really culture. It’s about as cultural as blue jeans.”

In fact, the unfettered finning of sharks is contributing to the rapid deterioration of coral reefs around the world, particularly in Asia. “Sharks

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Issue No. 3 Fall/Holiday 2014

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are vital for ocean health. Without the sharks, overpopulation of coral-eating fish occurs and these fish are wiping out the coral reefs because there are no sharks to keep them in check. And if there are no reefs, all the other supporting fish go away too. So if you want more fish, leave the sharks alone.”

Cassell can’t help but take the senseless killing of sharks personally. He once named a 1,360 kg great white shark Spots after he came across it while filming a documentary 20 years ago.

It responded to him like a dog, even as far as allowing it to be stroked and engaging in a game of fetch in the water with a discarded licence plate. In 2011, it was killed by poachers for its fins and teeth. In his friend’s memory, he christened his submersible The Great White.

I ask him what regular folks like me, people who don’t have the same physical skills or resources, can do to make as big an impact as he has. His face lights up at the question.

I’m forced to, I’ll go out of my way to make sure it’s recycled. That’s my contribution. I’ve been 600 meters deep in a submarine in an area that’s never been seen by man and there’s trash on the bottom. Plastic that’s going to be there for a thousand years, because there’s no sun to degrade it. And it’s going to continue to poison, trap and kill animals for all that time.”

Before we part ways, he adds, “I have this quote on my website and I mean it with all my heart. It is ‘science as usual, business as usual, law as usual equals human extinction’. Hence, the best way for us to save ourselves as a species is to make individual changes. Think about the environmental impact as a community and abandon your government’s help. Do it yourself.”

“You have to ask yourself: how does humanity affect the environment? Then pick something there that means something to you and stop doing it.

I ride a bicycle as much as I can. I walk as much as I can. I don’t use plastic of any kind and if

SCOTT CASSELL and the giant squid An adult Humboldt squid can measure up to 1.5 meters, weigh 50kg and have up to 1,200 sucker discs, each lined with approximately 20 teeth. On an expedition to study the species, Cassell was attacked by the aggressive predators, which left his wrist crushed in five places. He would later request that the squid’s suckers be incorporated on the bezel of the Luminox Deep Dive Automatic which bears his name.

By Xu Ci'en & Darren Ho Photos Scott Cassell & Luminox

The Undersea Voyager Project At first glance, the Undersea Voyager Project (UVP) doesn’t look exactly like a submersible. Then again, my only impressions of submersibles are mostly from Bond films, imaginations of Da Vinci’s designs and concept designs of amphibian vehicles. Nevertheless, it’s a compact and sturdy little electric submersible, designed

by Cassell and built with the aid of his engineering officer Scott Reed – think of him as Scott Montgomery of the underwater universe. In a sense, the UVP is not unlike the Enterprise – “seeking out new lifeforms, to go where no Man has ever gone before”. Well, the common man, at least.

The Undersea Voyager Project was established with a three-fold purpose: firstly, to enable scientific and academic studies for extended periods of time underwater,

by Cassell and his team as well as others who are keen to work with them on such a project. Secondly, it enables him to go further in his active pursuit of poachers and others who are illegally carrying out activities that harm marine life. Equipped with a complete array of video cameras, 32

Luminox Times

Cassell can monitor activities from a spot all around, and thus keep track of criminal activities in the marine environment.

Finally, he hopes to allow those whose physical handicaps would deter or prevent them from going underwater, to have an idea of the beauty of the marine environment. Whether it’s young children who have a keen interest in the ocean or others, he wishes to give them the opportunity to experience a part of his daily life, even if just for a short respite.

The submersible was constructed by Cassell and his team out of recycled materials, and in a generous manner, he’s put up the plans for the sub online, so that anyone who wishes to build one themselves can do so. He’s also made an offer to help construct a submersible for those interested in contributing to the UVP’s aims, at the cost of US$250,000. When you consider that it’s cheaper than a Bimmer here in Singapore, that’s not a bad offer. He’s made it clear, however, that he won’t build one of these just for anyone; you have to be actively interested in the marine environment.

Issue No. 3 Fall/Holiday 2014

We had the opportunity to join Cassell in Tioman island, where he was testing out the capabilities of the sub and showing to the press what could be accomplished in it. Within, a cabin that can comfortably sit one (two can fit, tightly) is surrounded by controls that manage everything from the air to the engine that drives the sub. The batteries can sustain one for eight hours or so, possibly more, but there’s air enough to hold on for three days. It’s a slow-moving submersible, designed to go with the currents rather than against them, thus allowing for study of the marine biology at one location for extended periods. “This submersible can go down to around 150m, and we’re already working on a better model that will be able to go down deeper,” he explains.

And he plans to add on newer and better components to give it the potential of upgrades in the future.

Our time in the submersible was brief – just around 10 minutes in and out of the waters. As visibility wasn’t great due to a storm the previous night, we ventured out a little further, going down to about

20 metres in depth. Manoeuvreing the submersible is via a joystick, and Cassell gave all of us a brief shot at guiding it.

We had to be careful not to bump into the corals. As we went into clearer waters, a school of barracuda swam past, seemingly drawn to the lights and bright red paint of the submersible. Through a porthole and the transparent entrance, one can observe and study marine life without disturbing it.

The UVP is sponsored by Luminox, but Cassell is also working on several other ideas, such as an underwater habitat that can sustain a scientific team for weeks, if not months, at a time. He’s still sorting out details with descent and current issues when seasons or natural disasters strike, but the potential of these projects are immense. “There’s plenty more to study in the oceans, and we can’t really do so because of our physical limitations.

Something like this would allow us to overcome it.”

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Issue No. 3 Fall/Holiday 2014

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Tough Stories. Interview with Jeff Zwart.

Jeff Zwart The importance of timing

I

spend my life in the high adrenalin environment of directing action television commercials. As a side line I also race all over the world. Racing gives me a unique perspective that I apply to my film making. When I race up Pikes Peak in the Hill Climb and I put the car on that razors edge, pushing it to the max of adhesion and performance, I come away with a whole other point of view.

I want people to not just observe what I shoot, but to feel like they are living it and I apply this philosophy to everything I do.

I initially started road racing but I was always fascinated by the adventure of rallying. I started rallying on the regional level and in my second year I became the open class national champion. I then decided to drive a Porsche and entered the National Pro Rally Championship driving a Carrera 4.

We started having success in this car and ran the famous Pikes Peak International Hill Climb winning the Open Class. I was hooked, this amazing place with 156 turns and a finish at 14,110 feet was unlike anywhere else I had raced.

Twenty years later I am still running the Hill Climb and now compete with the Luminox GT3 Turbo Cup. Luminox has been a great partner not only in my racing but also my directing. Racing is obviously something timed to the second but my cinematography is also time critical. We work sunrise to sunset, and often shoot all night. I travel and work in all weather and extreme temperatures. Having confidence in my watch as I pursue my career globally is extremely important – to go out predawn with a shot list and know that minute by minute there is a choreography that needs to be created throughout the day. The Luminox watch I wear is amazing in low light and being able to see read the time in the darkest and most difficult weather conditions is something special. When you roll your wrist to check the time and see that glow, you know it’s there!

Back in the driver’s seat timing is everything. I have raced in over 20 countries and the one thing that is consistent is the emphasis on time.

In Mongolia, on one of my long distance events, we needed to coordinate times throughout the day to meet for service and instructions. Our waypoints and timing was everything. Luminox keeps us to the second. I love adventure and the changes that come from those experiences. Nothing is scripted, nothing is ever the same, and it’s that variety that fuels my mind with creativity to apply to my business.

After 20 years and 7 Pikes Peak championships and a Baja 1,000 class championship, it’s nice to reflect on all the thrilling experiences that have shaped my “other" career. I have “essential gear” for everything I do from my driver’s suit to helmet to cameras to cars, but my watch is the one constant.

Today my business is global and racing has motivated so much of it. Time is the single most important element and it’s the one thing I can’t change, so it has to be right.

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Issue No. 3 Fall/Holiday 2014

35

Luminox. TRUSTED AND REQUESTED.

Technology. Alyways Visible Light Technology.

Trusted and requested by

Luminox Light Technology Constant glow for up to 25 years Luminox Light Technology (LLT) All Luminox watches feature a self-powered illumination system employing tiny micro gas light sources. This unique Swiss technology guarantees unsurpassed ability to read the time, 24 hours a day, 7 days a week, for up to 25 years. Each watch has micro gas lights mounted on the hands, dial, and, when necessary, also on the bezel. This unique technology does not depend on an external light source to “charge“ fluorescent paint on the dial or hands in order to glow, nor do Luminox watches require the push of a button to light up as do watches with electroluminescence.

LLT MICRO-GAS TUBE in DETAIL (Magnified. Actual size is 0.5 mm diameter)

They just glow and glow and glow ...

Glowing gas Glass housing

U.S. Navy SEALs Stealth Jet Pilots

|

|

U.S. Air Force F-117 Nighthawk

Federal Bureau of Investigation (FBI)

Bureau of Alcohol, Tobacco, and Firearms (ATF) | U.S. Coast

Guard U.S. Secret Service | U.S. Border Patrol | U.S. Underwater Demolition Teams (UDT)

|

San Francisco SWAT

313 QN squadron, Netherlands|The Royal Dutch Armed rael KOPASSUS – Indonesia Special Forces Indonesia Special Police Forces

|

|

GEGANA –

San Francisco Police

Department Puigcerda Fire Department | Longhorn U.S.

| United Arab Emirates Armed Forces …and many other

San Diego SWAT | Las Vegas SWAT | Heliswiss Switzerland

Law Enforcement Groups, Police and Fire Departments,

Luftrettung Christoph 2 Germany

and other elite forces around the globe.

|

Stadtpolizei Zurich IE

Phosphorescent powder layer

Skorpion Switzerland | Austrian Military Police | NATO Tigers

LLTS SHOWN AS THEY WOULD FIT ONTO THE HOUR MINuTE AND SECOND HANDS

36

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Issue No. 3 Fall/Holiday 2014

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Issue No. 3 Fall/Holiday 2014

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MAP. where you can find us.

Co-Branding Support your team by partnering with Luminox

PUIGCERDA FIRE DEPARTMENT, SPAIN

SAN FRANCISCO POLICE DEPARTMENT, USA

North America CANADA | MEXICO | UNITED STATES OF AMERICA CENTRAL AMERICA COSTA RICA | FIJI | GUATEMALA | Honduras | PANAMA South America Argentina | Chile | Peru | Uruguay | Venezuela Europe

Austria | Belgium | Bulgaria | Croatia | Czech Republic | Denmark | Estonia

Finland | Germany | Greece | Hungary | Iceland | Ireland | Italy | Kosovo | Latvia Luxemburg | Macedonia | Netherlands | Norway | Poland | Portugal | Russian Federation | SERBIA | Slowakia | Spain | Sweden | Switzerland | Ukraine | United Kingdom

Asia Afghanistan | Armenia | Bangladesh | Brunei | China | Fiji | HONK KONG | india Indonesia | Iran | Iraq | Israel | Japan | Jordan | Kasakhstan | Korea | Kuwait | MACAU Malaysia | mongolia | Nepal | Oman | Pakistan | Philippines | Saudi Arabia | SIngapore Sri Lanka | Taiwan | Thailand | United Arab Emirates | Vietnam

Australia Australia | New Zealand Africa

Angola | Botswana | Egypt | Kenya | Malawi | Mauritius | Mozambique

NAMIBIA | Seychelles | South Africa | Tanzania | Uganda | Zambia | Zimbabwe

UT LONGHORNS UNIVERSITY OF TEXAS, USA

38

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Issue No. 3 Fall/Holiday 2014

UNITED ARAB EMIRATES ARMED FORCES, UAE

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PIKES PEAK INTERNATIONAL HILL CLIMB Jeff Zwart, Champion Race Car Driver

7

6 1 1 3 8 2

4 1 9 5 1 4

JBR.L018.2 Ed.09/2014