The watchmaking brand Luminox celebrating this year its 20th anniversary is going to launch new advertising campaign which presents watches as an indispensable part of a professional set of instruments for different professions. The new advertising campaign leans on the reputation of the brand as a tool for U.S. military and law enforcement personnel to elevate watches from adornment to “gear” that the watch wearer simply can’t function without.
The final advertising plan is still under development but it already aims at boosting the sales of Luminox. Besides the representatives of the company say that under conditions of general sales recession the brand manages to stay buoyant owing to its loyal pricing policy.
In the advertisements, the watches are affixed to red pegboards, surrounded by other “essential gear” for a variety of professions. In an ad for the Field Chrono Alarm, described as the preferred timepiece of SWAT teams worldwide, for example, the watch is front and center, surrounded by goggles, handcuffs and a telescope. Another ad for a dive watch features the watch itself surrounded by diving paraphernalia, including a weight belt and goggles.
“With the recession, the watch brand’s price points have helped buffer the brand, which has also received an unexpected sales uptick in gun stores thanks to the recent resurgence in interest among Americans in gun ownership since the new presidential administration took over”, said Patrick Stephenson, a regional manager for the brand.
In conjunction with the anniversary advertising campaign, Luminox has released two special-edition Anniversary Series watches: The new Navy SEALS 8800 Anniversary Series and the 6300 Anniversary Series.
