Luminox Spec Ops Exhibition - presentation (updated 12 Jan 2016)

LUMINOX SPEC OPS EXHIBITION

Mon 11 – Sun 17 Jan 2016

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

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


•  “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

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

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.


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.



•  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.”


•  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.

•  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 Terrains

John McGuire

Scoj Cassell

Tony Kanaan

Harry Van Hulten/ XCOR

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

PUBLIC LAUNCH

•  Comes in 5 core Luminox Colormark designs.


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.


•  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



WOOD Hiding under forest cover

FIRE Combaing enemy fire

EARTH Low crawls through deep mud


METAL DetonaMng explosives

WATER Missions that originate from

and return to water


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)

Luminox Navy SEAL Colormark Nova Webbing Straps

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

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

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.


Luminox Spec Ops ExhibiDon Mon 11 Jan – Sun 17 Jan 2016 10:00am to 10:00pm daily

VivoCity Atrium (outside Tangs)


Documents

Luminox Spec Ops Exhibition - presentation (updated 12 Jan 2016)