Luminox Time

Rugged Watches, haRd Facts and tough stoRies.

issue

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sXc FoundeR

haRRy van hultenPioneeRing sPace tRavel FoR eveRyone.

PoPulaR Models & Fan FavoRites

scott cassellunveils the great White submarine

tony Kanaanindy 500 champion

From the Founder

the luminox brand was founded in 1989 and what began as an idea, a concept of bringing self-powered illumination to the watch trade for consumers, grew from a few watches to three categories of merchan-dise sea, aiR and land. this magalog includes our new models for Fall 2013 plus articles and interviews with our brand ambassadors; harry van hulten of sXc; scott cassell of seaWolves and underwater voyager Project; and champion Race car driver tony Kanaan, this year's indy 500 winner.

We are extremely excited about the addition of a 4th dimension – sPace, and will launch four new series tied to the sXc space shuttle in early 2014. For now, enjoy meeting harry van hulten, test and military pilot and future astronaut, as he discusses our sXc partnership. this is truly a groundbreaking moment in space travel and we are honored to be affiliated with such a breakthrough technology.

it's been a wonderful ride for the luminox brand up till now but the most exciting part is still to come. Join us as we look forward to many further positive developments as our brand continues to grow and mature.

With appreciation,

Barry Cohen

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 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 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 Night hawk™ 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.

intRoduction. BaRRy cohen – FoundeR

2 Luminox Times Issue No. 1 Fall/Holiday 2013 3Luminox Times Issue No. 1 Fall/Holiday 2013

tough stories. interview with harry van hulten.

6 4g's FoR thiRty seconds? news.

14 Fall uPdate 2013 Favorites.

16 soMe oF ouR Best selling Models

tough stories. interview with tony Kanaan.

22 taKe caRe oF youR Body – Because you live in it

Report.

26 sPace adventuRe in MeXico

tough stories. interview with scott cassell.

28 PRoJect suBMaRine technology.

31 luminox light technology luminox.

32 tRusted and Requested By elite FoRces aRound the gloBe

Partners.

33 ouR co-BRanding PaRtneRs Map.

34 WheRe you can Find us

Contents

”there’s only one prototype of the spaceship, don’t

screw it up.” harry van hulten test pilot and future astronaut.

tough stoRies. inteRvieW With test Pilot haRRy van hulten.

4G’s for thirty seconds?

You don`t have to be superman for that.

I’M A REGULAR GUY. I GET Up EvERY MoRNING ANd EAT A LITTLE bREAkFAST, ANd ThEN I Go To A job IN WhIch I TYpE WhILE STARING AT A ScREEN. AboUT TWELvE hoURS LATER I coME hoME, EAT dINNER WITh MY WIFE, pLAY WITh ThE cAT, ANd Go To bEd. EvERY NoW ANd ThEN I TALk To SoMEoNE LIkE hARRY vAN hULTEN Who’S A TEST pILoT ANd AN ENTREpRENEUR ANd AS SooN AS ThEY’RE doNE bUILdING hIS SpAcEShIp, hE’LL bEcoME AN ASTRoNAUT. hE doES MoRE bEFoRE bREAkFAST – oFTEN AT TWIcE ThE SpEEd oF SoUNd – ThAN I do ALL WEEk. ANd jUST WhEN IT FEELS LIkE MY hoT cUp oF jEALoUSY IS AboUT To boIL ovER, I TALk To hIM ANd hE’S ThE NIcEST GUY. dAMN. hoW coULd SoMEoNE Who’S AboUT To FLY pASSENGERS INTo SpAcE bE So doWN To EARTh?

Harry, you went to test pilot school. You‘ve trained other test pilots. You‘ve flown F-16s in the Netherlands Air Force for 20 years. Were you born this way? Or did you eat a lot of broccoli and then go to bad-ass class?

Well, i was fascinated from a young age by aerospace – as a kid i was always drawing airplanes and building model airplanes. i started at fourteen, which is the minimum age that you’re legally allowed to fly. of course i met all the other pilots and eventually i figured out that there were people that were paid to go out and fly and i thought Wow, you could actually turn your hobby into your profession – how cool is that? so when i got the chance to fly for the Royal netherlands air Force, i applied. and to my surprise, i got hired! so, am i a bad ass? i don’t know about that. set your goals, work hard, and who knows where you might end up. i’m thrilled to have flown for about 20 years, in a lot of different airplanes, and now the idea of going into space gets me out of bed and energized every day.

What was the feeling of being up in the glider for the first time?

the first time in a glider is tremendous. you’re literally stepping into a different world. it’s an incredible experience sailing through the air –

suddenly everything shrinks below you, and it’s just a phenomenal feeling. i’ll never forget that first flight, and the first solo was even more amazing – up there all by myself.

So your training as both a jet fighter pilot and a glider pilot is perfect because the Lynx is both a jet and a glider.

absolutely. Flying gliders is the true art of flying. especially when it comes to the landing because you only get one shot. you can’t just hit the gas, go back around and try again. you better be sure that your approach is correct. and in general, there’s no better training than flying high perfor-mance airplanes like the F-16. and it’s fun. let’s not forget that.

Yeah, I bet it’s fun. But I’d imagine it’s scary too.

Well, to me, flying isn‘t scary because i‘ve done so much training. For me it‘s more a feeling of excitement. you train for a long time, exercise after exercise… and then the first time you do it for real, it’s unforgettable. that‘s especially true with test flights. you‘re up there doing stuff that no one has done before. and of course the whole team is watching from the control room on the ground, watching your every move. it‘s like “okay, harry,

please go up and test this extremely expensive piece of equipment that we‘ve been working on for a year. and there’s only one of them so don’t screw it up.” now that’s pressure. and in the end it was always fine, but that feeling is always there. and when i fly the lynx, it’ll be the same. But that’s part of the excitement.

Let’s talk a little bit about test pilot school. To me, that sounds like the coolest thing ever, and of course it makes me think of the movie Top Gun.

Well it’s funny you mention that because top gun came out in ’86, and that was the same time we were doing our first training course for the air Force. they gave us free tickets and i think i saw it ten times. and of course it led to record number of applications to flight school which is pretty tremen-dous for one movie. We’re still waiting for top gun ii to come out.

How close was the movie to the real pilot school experience?

there were some tremendous camera shots where they really captured what it looks like out there with the sun coming up early over the desert, and the jets flying overhead. But of course the thing you don’t see in the movie is us studying for

7Luminox Times Issue No. 1 Fall/Holiday 20136 Luminox Times Issue No. 1 Fall/Holiday 2013

tough stoRies. inteRvieW With test Pilot haRRy van hulten.

hours and hours every day! test pilot school was 60 hours a week, most of which was studying and preparing for that one hour or so in the cockpit. For a simple operational flight, you’ll spend ten hours hitting the books for a one hour mission. and for a test flight, it’s even more prep time because you’re doing something for the first time and you have to learn everything about it. so then were talking more like 20 hours of prep time. at least we could tell the girls we were in test pilot school. they liked that.

Yeah, are you wearing aviator sunglass right now, and do you have 20/20 vision?

i’m 45, and i still have 20/20 vision. and at the moment, i’m actually wearing oakley’s, so close enough?

Close enough.good.

So, you were a fighter pilot and a test pilot, and now you’re a co-founder at a company devoted to private space travel. Why do you think it’s so import-ant that mankind goes to space?

i really am convinced that we should learn to work and live in space as we‘ve learned to live and work in the air. Man has been flying for 100 years, and we’ve built the aviation industry and its incred-ible what we’ve achieved with it – new solutions, new technology. and i think we need to do the same thing with space.

it really is the last frontier. here on earth were facing some huge challenges – will we have enough water and energy? Will we have enough

room? there’s certainly no lack of space in space, and the resources are endless. so i say the answer is up there.

Can we solve the problems we’re facing on Earth, at least partially, in space?

We’ve developed so much of today’s technolo-gy in space – gPs navigation, cellular communica-tion, these things we depend on everyday were helped along by mankind’s exploration of space, whether it was through specific experimentation or just by accident. that’s the thing about exploring – you can‘t know exactly what you’ll find. so i think it’s important to explore space in order to complete specific missions, but also to discover the thing we didn’t know we were looking for. and that’s why sXc exists – we want to make space accessible to a wider audience, whether it’s for scientific experi-mentation, launching satellites, or even just for inspiration.

How did your partnership with SXC start?

i had this year where i got really energized about going to space. Right after i finished test pilot school the push to commercialize space was really getting going, and i just couldn’t get dreams of space out of my head. i kind of hoped the feeling would go away so i could just get back to work and my family, but no, it kept coming back. and in the summer of 2002, it became a pretty serious hobby – i was writing down business models and strategies. then in 2004 scaled composites won the X Prize in Mojave. at the time i was stationed at edwards air Force Base testing F-16s, so it was only a 30 minute drive to Mojave and i went and watched the flights and started meeting people. i went out and talked to Ben droste, the former chief of the netherlands air Force, who was the director of the dutch agency for aerospace Programs at the time. i told him i needed some advice, and then to my surprise, he said we should just partner up and go for it. Within a year and a half we had secured quite a bit of seed capital. We started our pre-sales campaign in april of 2011.

Looking towards that day when you can strap yourself in and go for that first flight, how do you think the Lynx II will differ from a F-16 in the air?

yeah, that’s a good question. i’m expecting things to be similar up to about forty or fifty thou-sand feet, which is as high as you can go in an F-16 without special equipment. But after that, its going to be phenomenal. the performance is going to be an order of magnitude above what we can do in an F-16. if you take all the stores off so it’s as light as possible, the thrust-to-weight ratio of the F-16 is

more than one, which means you can accelerate vertically. that’s a tremendous feeling. the lynx does that from take-off and has a thrust-to-weight of 2.8 which is incredible. on a good day with the F-16, you might hit Mach 2.05. the lynx will go Mach 2.9 going straight up. so yeah, i’m expect-ing things to be different. and of course the per-formance outside the atmosphere will be some-thing completely new. We have twelve small rocket control thrusters to maneuver the ship in space, and that’s a whole new realm for me. and the reentry is new for me too. We’ll hit 4gs on the reentry, which sounds like a lot, but we routinely hit 9gs in the F-16, so that’s actually relatively mild. and after that will be the long glide home – gliding through my childhood, you might say.

What does 4G’s feel like?not too bad. i would say it requires a medium

level of fitness. you have to tense up your muscles and breathe in a particular pattern. it’s not a hard technique, but the length can be tough – it’s 4g’s

for 30 seconds. you don’t need to be superman, but you’ll need to train, so that’s why we include a trip to the centrifuge or flights in the l-39 to practice.

What kind of training do passengers need to do before hand?

Well since it’s just the two of us, and we’re in a pretty capable spaceship, it’s really important to communicate well. We’ll be wearing spacesuits and talking via the intercom – the helmets include a microphone and earphones built in. so that takes a bit of getting used to. there are a couple of proce-dures that go pretty quickly, so we need to be ex-tremely clear. like, if i say “are you alright?” i need you to say “yes” or ”no” and not “Well, you know, i’m okay but i’m also kinda…” We’re going Mach 3 so the answer has to be quick and clear. We also offer a one or two day program where you go out for an hour in specially-adapted airplanes that fly the zero-g parabolas, like fifteen per flight, and that teaches you what to expect in micro gravity, and how to control yourself in microgravity.

And will the flight really change my life?

What we see in the majority of people who have gone to space – there are just 500 certified astronauts – is that they come back and become ambassadors for Mother earth. up there it becomes so clear how vulnerable and precious earth is, and afterwards there’s this sense of urgen-cy to get past all these relatively small problems we face every day and get to the big stuff like preser-vation and sustainability.

And you guys have been working with Luminox – how did that partner-ship come about and how is it going?

luminox is quite a young company that has achieved remarkable results in a short time. they’re very innovative, they’re very forward thinking, and that’s really what unites us. obviously we have a special bond with their target groups, especially the pilots. they have watches commemorating the F-16 and F-22. and now they have their sXc space Watches, which is just so cool for us.

What needs to go into a space watch? How do an astronaut’s needs get met with a watch?

it sounds easy, but i’ve flown all my life with all kinds of watches, and i can tell you that even the smallest bit of nuisance in a watch really becomes nasty if you’re under pressure. everything’s differ-ent at 9gs. you need an analog view, which shows you the approximate time in a fraction of a second, and you also need digital time, which is typically tied to the ultimate source which is gMt time. also,

ThE SXc pRojEcTsXC is the most impressive adventure

available in the realm of private space travel. the simple fact that each flight is limited to

only one spaceflight participant guarantees the uniqueness of the experience.

anyone who is at least 18 years of age and physically and mentally healthy can travel into

space with sXC.

Your medical condition will be evaluated, and your blood pressure, vision, hearing and agility will be tested. Preparations include rehearsal of procedures and a detailed briefing on your

specific mission and its scientific goals.

You will be fit, trained and ready to fully appre-ciate your space expedition.

www.luminox.com/space

”the idea of going into space gets me

out of bed andenergized every day.”

the lynx Mark ii


no one switches time zones more than pilots, so it can be difficult or cumbersome to adjust to a new time zone. so we had a bunch of ideas about what should go into a space watch, and we spoke to our friends at XcoR, and then we communicated all that to luminox. and they were very, very serious about it. they took all of our advice and put together some prototypes, and then told us to go out and test them. Maybe it sounds silly, but we’d go out in the l-39s and use them in these flights where we go up to 4gs, and you know, that’s test-ing! and if the watch was annoying or if it was too hard to get the time, we said so. luminox listened to our feedback and made them better and better. and another thing – as a pilot, you don‘t have much in the way of accessories. ladies get necklac-es and earrings and all that stuff. But as a pilot, none of that makes sense to wear. there are only two things – sunglasses and watches. and you can ask any pilot, and they‘ll probably deny it, but we’re all really picky about sunglasses and watch-es. so luminox will be my watch of choice – i’ve seen the watch, and i’ve met the people behind the watch, and i’m impressed.

So we’ve talked about flight, space, commercializing space – what comes next for us humans?

Well, you know after the apollo missions, hil-ton entertained the idea of putting a hotel in orbit. For a long time people laughed at stuff like that, but pretty soon we’ll be putting people into space on a daily basis, and then everyone will realize that

it’s the next logical step. and of course there’s the iss – that’s basically a lab and a hotel with com-mercial potential. so, where are we going? i’m not 100% sure of what it will look like, whether it will be a moon base or a hotel in orbit… but i’m pretty sure that the five minutes that we’re going to spend in space will soon be extended because everyone wants more time in space. i wouldn’t rule anything out yet. so, hotel in space – why not? there are people for whom five minutes won’t be enough, so why not offer them five days?

Who’s your favorite astronaut?Buzz aldrin is a true pioneer, and together with

neil i think they have to be top of the list since they were the first guys on the moon. they went out there in 1969, and that’s just incredible. Buzz aldrin has accepted a spot on the sXc Board of advisors, and i’m so proud and excited about that. so yeah, those guys are my favorites. But honestly, i don’t think there are any astronauts out there that i don’t admire.

And what’s your favorite space movie?

the Right stuff. i think it’s fantastic.

Yeah! I just watched that.did you see chuck yeager?

Yes! He makes that cameo in the cowboy hat.

yep, in the bar. that’s really him.

Okay, last question. Let’s say you and I are sitting next to each other in the coach section of a Boeing 747–400, and the pilot has a heart attack. Can you land the plane?

yep.

Easily? You just jump into the cockpit and fly it, no problem?

Well, it’s part of test pilot school to actually go out and fly all the simulators for the Boeing and Mcdonnell douglas planes. and not just the easy stuff – we land with an engine out or in terrible weather. We call it “beating up the simulator”. so yeah, i’ve flown the simulator for the 747 – 400 and

i found it… well, it was actually pretty easy. so stick with me, i’ll get you home safely.

SXc is selling tickets to space starting at $95,000. book your flight today on www.spacexc.com

…or at the very least make sure harry’s on board before you get on to your next commercial flight.

MAdE FoR SpAcE. Introducing the new SXc Space Series.


Country relevant news

XXXXXX


neWs. Fall uPdate 2013.

Fall update News from Autumn 2013

1801.bo FIELd AUToMATIc dAY dATEan exciting new offering in the automatic Field series. continuing the success of the blackout mo-dels in the luminox collection, this is destined to become the number 1 best seller in the series.

9086.bo | SR-71 bLAckbIRdTM

last year’s sR-71 BlacKBiRdtM limited edition series was the most successful lockheed Martin special edition ever launched and sold out instantly. as a follow-up, luminox announces the release of the next limited edition sR-71 BlacKBiRd valjoux model with a newly designed bracelet, the center links echoing the shape of the sub-dial frames. created with input from lockheed test pilots, the sR-71 features a valjoux automatic chronograph movement and the added advantage of luminox light technology. only 500 will be made worldwide.

the luminox sR-71 BlacKBiRdtM series is the crown jewel of luminox's prop-rietary collaboration with lockheed Martin, the world’s largest defense con-tractor, and maker of some of the most accomplished jets in aviation histo-ry. it celebrates the us air Force's groundbreaking and record-setting sR-71 Blackbird. the black Pvd-plated stainless steel watch case and black steel bracelet both evoke the look and spirit of the legendary black reconnaissance jet, in a design that harkens back to the early 1960s.

bIG.40 | WALL cLockluminox announces the new Wall clock styled af-ter the popular and iconic navy seal colormark watch, the signature look of the brand. the Wall clock features colored led lights on the hands, hour markings and bezel evoking the look of the “always visible” lighting technology on all luminox watches.

No. 1801.bo 43 mm

No. bIG.40 400 mm

No. 9086.bo 44 mm

the watch is water-resistant to 100 meters and features luminox light techno-logy, a proprietary system of self-powered micro gas tubes, mounted on the hands and markers of the watches, that glow continuously for up to 25 years, so that the dial can always be read, even in low (or no) light conditions.


l uminox has been the watch of choice for professionals like navy seals, scuBa legend stan Waterman, the us coast guard, law enforcement divers and many more for the past 25 years. the navy seal watch is the

timepiece that made luminox famous back in 1988.

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.

SEAs e R i e s

FavoritesSome of our best selling models

FavoRites. soMe oF ouR Best selling Models.

No. 3051.bo 44 mm

No. 3057.Wo 44 mm

No. 3051 44 mm

No. 3053 44 mm

No. 3001.bo 43 mm

No. 3152 44 mm No. 3042 44 mm

No. 3182.bo 44 mmNo. 1526 44 mm

No. 6502 45 mm

No. 6251.bo 45 mm

No. 7251.bo 38 mm


s e R i e s

A I R

No. 6402.bo 45 mm No. 9272 44 mm No. 9388 45 mm

t hrough their stealth looks and aircraft-inspired details, the watches of luminox’s aiR series pay tribute to some of the most remarkable strate-gic aircraft in aviation history – models like the groundbreaking, super-

sonic 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.


s e R i e s

LAND

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 cate-gory. the atacama Field models update the vintage-inspired range with even more rugged appeal and functionality.

over the past 5 years luminox has gained entree into the world of Motor-sports. 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 auto-motive enthusiasts. No. 8831.kM 46 mm

No. 1861.bo 48 mm

No. 1945 45 mm

No. 1801 43 mm

No. 8821.kM 43 mm

No. 1941 45 mm


tough stoRies. inteRvieW With tony Kanaan.

“take Care of your body –

because you live in it!”

AN ApT RESpoNSE FRoM AN AThLETE Who SWIMS, RUNS, ANd bIkES IN vARIoUS IRoN-MAN ANd TRIAThLoN coMpETITIoNS, ThAT IS – WhEN hE’S NoT WINNING ThE INdY 500!

Brazilian native tony Kanaan epitomizes the inherent drive and desire prereq-uisite to rise to the highest levels of any sport. his early experience in Brazilian cart racing led to a professional career begun in 1994 and “tK” (as he’s called in the pit and by friends) quickly rose to the top of his sport and over the last 12 years has carved out his own place as a force to be reckoned with – first in the caRt racing series, and now on the indy car circuit.

2013 was a banner year for tK as his elusive dream of being the first to cross the line after 500 miles of racing at the indianapolis Motor speedway finally came true. almost ten years after his 2004 indycar championship and in his twelfth start at the indy 500, his victory at the eponymous track was long over-due – especially considering his history of coming so close to winning the race over the last twelve years. after his historic indy 500 win, when appearing on the david letterman show, tony said “the race is 200 laps and in the course of 12 races i led 234 laps… so i finally led the right lap!” no doubt the effort and time invested have made his 2013 indy 500 victory that much sweeter as he was greeted by a roar and a standing ovation from an appreciative crowd as took the checkered flag at the indianapolis Motor speedway. tK was finally going to get his chance to toast victory with that famous bottle of milk!

asked if he prefers ovals and super-speedways to the more circuitous road courses, tony offered that he actually likes the current mix of venues within the series and elicits that both have their own challenges; “the ovals represent more of a mental challenge while the road courses are more physically de-manding.” he refers to the cerebral nature of the ovals and how it’s expressed by the finesse in both set-up and strategy needed to win on circuits where the brakes are rarely employed. Road courses tend to replace some of the finite traction/speed/fuel calculations with the raw skill of aggressive driving, late breaking and capitalizing on those small openings needed to pass on a road course.

“the race is 200 laps and in the course of 12 races i led 234 laps…

so i finally led the right lap!”tony Kanaan, indy 500 champion

Pict

ure:

Ben

ito s

anto

s


having a moment with tK makes you realize that as driven and focused as he is in his chosen career, and even with his fame, fortune and worldwide renown, tony Kanaan remains an approachable and affable guy off the track, one that indy car is lucky to have as an ambassador. “he’s always been a fan favorite and when you see him at the track in the paddock or garage area, he takes the time to greet fans, sign autographs and pose for pictures. the kindness that he demonstrates is a big part of why we love working with him,” notes Barry cohen of luminox. When i asked tony what he would do if he were not a professional racer, he thought about it for a moment and offered that he might enjoy working as a Police officer/detective, or possibly an FBi agent. i can’t imagine too many criminals would have a chance at getting away from him either behind the wheel – or on foot.

as with any pro athlete, sponsors are a critical part of the formula. Funding is one thing, but when the sponsor meshes well with the ambassador’s own atti-tude, the partnership seems so much more appropriate. such is the case with luminox watches and tK – and since i’m a watch guy, i wanted to know a bit more about the connection as well as tK’s own interest in wristwatches. he recalls one of his earliest watches as a youngster growing up in Brazil was one of those awful multi-button calculator watches. i’m sure a lot of you will re-member the little ring/stylus that you were supposed to use to hit those tiny little buttons. i had one and remember they were more cool than useful but that was enough to hook a young Kanaan. his first “real” wristwatch, one that connected his interests in both watches and racing was a 1990’s era tag heuer ayrton senna edition. later in life with fame, came fortune. and with fortune came the ability to collect the types of “toys” that he liked. so when tK was not collecting BMW’s (preferring M3’s) among other cars, he was expand-ing his own eclectic watch collection. From the incredibly expensive Richard Mille, to the incredibly affordable casio g-shock, tK chose watches that he wanted on his wrist, rather than watches he needed others to see him wearing.

now an ambassador of the luminox brand, i asked how this relationship came about. he offered that it was actually he who approached luminox. he want-ed to develop a partnership that would offer him the opportunity to have significant input on the design and construction of the watch that might carry his name. For sure certain levels of quality had to be maintained, but it was also important to tony to keep the watch priced in an inclusive manner that would keep the watch within reach of the vast majority of enthusiasts, collec-tors and most importantly his fans. the end result of this collaboration has been realized with a series of luminox limited edition tony Kanaan chrono-graphs. the most recent edition sports a checkered flag chapter ring circling the enamel dial with tK’s initials and accents in his signature Brazilian green and yellow livery. the 44 mm asymmetrical case is stainless steel with black Pvd and topped with an anti-reflective sapphire crystal.

Working together with the founder and ceo of luminox Barry cohen, tK was looking for more than just another sponsor – and he’s found it with luminox. it’s clear the relationship developed between these two men and their “brands” have deeper roots that enabled not only a partnership, but also a friendship to develop outside the boundaries of the accountant’s bottom line concerns.

Famous for finishing what he starts; tony Kanaan is an iron Man both on and off the track. as for future goals, tK replied without hesitation: “i want to win another indy 500”!

Famous for making rugged watches in great designs; Barry cohen is driven to make luminox a household name and a must-have for sports watch lovers. When asked about the future for luminox: “to keep building our brand and tony’s signature collection as well. next year we’ll release a series of carbon polycarbonate models in addition to the quartz chronographs and higher end valjoux chronograph.”

2013 was a banner year for tK as his elusive dream of being the first to cross the line after 500 miles of racing at the indianapolis Motor speedway finally came true.

tough stoRies. inteRvieW With tony Kanaan.

article by gary george girdvainis editor in chief of “about time” and “Wrist Watch”.

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space adventure

in Mexico

the space adventure began for Mexico in 2012.during that year’s Baselworld, we learned about the sXc and luminox collaboration and thought, “Why not carry out a sweepstakes to send a lumi-nox customer into space?” after all, it matches ev-erything that luminox stands for and means to us as luminox distributors: overcoming limits; walking the next mile; standing up to the challenges of growing and differentiating luminox as a brand that has come to stay; and becoming an example for the Mexican watch business.

so the journey began and it was challenging, be-cause this is literally an “out of this world” promo-tion and that’s the way we had to communicate it. We faced skepticism everywhere, “a trip to the space? come on!” We heard it from media, suppli-ers, customers and mostly from the Mexican gov-ernment! But we saw it change into excitement

when they understood what this is about – a once in a lifetime experience, and what excites us the most, we are making history, because our winner will be the first Mexican space tourist ever.

to bring this opportunity to the Mexican luminox consumer, we partnered with liverpool, the major department store chain in Mexico. this gave us the nationwide coverage we needed and, when a cus-tomer bought a luminox watch, they would get a ticket to participate in the space flight sweepstakes (one ticket for every us $230).

it was a huge investment of money, time and ef-fort: from legal procedures, to logistics, to Pos activities, to media coverage (including a significant partnership with imagen Multimedia, a major Mex-ican news group and radio station), to carrying out our historic event at the W. hotel, Mexico city where we held the raffle and revealed the name of the winner, and finally, committing to send our win-ner into space on the lynx ii in the near future.

We have seen great results from our liverpool/sXc promotion and we’ve set the bar high. now the challenge is to maintain our marketing efforts and continue to create excitement around the lu-minox brand. next steps are our entrée into the Palacio de hierro, the high-end Mexican depart-ment store, and the opening of the luminox con-cept store, the first one in north america!

Being a luminox distributor in Mexico can be chal-lenging, but hey, this is also why we are so into this brand. luminox Mexico is ready for the mission.

RePoRt. sPace adventuRe in MeXico.

space adventure a report from Mexico.aileen Pinzón Marketing Manager at la tendence

drawing of the winner the lynx Mark ii the First Mexican to go to space


tough stoRies. inteRvieW With scott cassell.

“after six years of re building the great White was

finally undersea-worthy again and an official submarine.”

scott cassell of sea Wolves and undersea voyager Project an ocean researcher and environmental activist.

Project submarine

Undersea voyager: completes Final Test dives

ScoTT cASSELL IS AN EXpERT coUNTER-TERRoRISM opERATIvE ANd A coNSUMMATE UNdERSEA EXpLoRER, SoMEoNE Who EMbRAcES dANGER ANd RELIES oN Luminox TIMEpIEcES AS pART oF hIS ESSENTIAL GEAR. cASSELL ALSo hEAdS Up TWo oRGANIzATIoNS – SEA WoLvES ANd UNdER-WATER voYAGER pRojEcT (Uvp). SEA WoLvES IdENTIFIES ANd FILMS cRIMINALS FoR pRoSEcUTIoN FoR kILLING oR MAIMING ENdANGEREd AqUATIc SpEcIES USING SpEcopS TEchNIqUES, ANd Uvp IS A NoN-pRoFIT oRGANIzATIoN ThAT EXpLoRES ThE hEALTh oF ThE ocEANS ANd WhY ThEY ARE FAILING. Uvp IS LUckY ENoUGh To oWN ThEIR oWN SUbMERSIbLE, ThE GREAT WhITE, ANd chRIS coNSTANTINE, pUbLIShER oF cALIFoRNIA dIvER MAGAzINE, AccoMpANIEd ScoTT oN A TEST dIvE AT pINEcREST LAkE IN NoRThERN cALIFoRNIA.

bUILdING ThE GREAT WhITEthe great White (nicknamed “spots” after one

of scott’s favorite sharks killed by poachers in Mex-ico) started as a rusted steel hull rotting in a back-yard when it was rescued by scott cassell and tom Mix. it was originally built in the 1960s, and when scott and tom discovered it, it was not much more than an empty, rusty shell. after six years of re-building, hundreds of hours and thousands of dol-lars later, she was finally undersea-worthy again and once again an official submarine. on January 15th, 2012, in King harbor, Redondo Beach a ded-icated group of volunteers put the great White back in the ocean for the first time in 17 years.

the sub has been seen on tour at many dive shows and shown most recently at the Maker Faire in san Mateo, ca. it was here in 2012 that scott cassell met scott Reed, who was so intrigued and inspired that he donated his engineering and fab-rication skills to complete the latest upgrades. in addition to installing new electronics, communica-tions, and scientific testing equipment, the sub now carries enough air to provide up to 72 hours of life support, although most dives will be far shorter than that. in a recent unmanned test dive in lake tahoe, the great White successfully reached a depth of 500 feet.

AN IdEAL ALpINE TEST SITEBuilt during the logging era of 1914, Pinecrest

lake was built to provide drinking water to the lower elevations and generate power through the power house downstream at spring gap. the lake is now a popular summer recreation destination, with a large camping area, cabins rentals, sailboat and powerboat rentals. it’s also an ideal testing location for the great White due to its close prox-imity to scott Reed’s shop in soulsbyville where the great White has been upgraded. additionally, Pinecrest lake offers easy dock access, clear water, and the depth needed for testing. visibility on the final test day was approximately 40 feet – not as clear as lake tahoe, but more than adequate for testing purposes. as is typical in most lakes, there was an abrupt 15 – 20 degree temperature change at the thermocline. inside the sub, scott Reed wel-comed the cooler water after being exposed to the 85 degree temperatures and bright sunlight at the surface.

operating on both sides of the thermocline and in relatively shallower waters requires very precise adjustments for the pilot. as in scuba div-ing, there are significant buoyancy changes in the top 33/34 feet which require careful and continu-ous adjustments in buoyancy. For a diver, adding and venting air from the Bc prevents the diver

from crashing into the bottom or rising quickly to the surface; the same principles apply to the great White. a strong thermocline here also created some difficulties with their acoustic communications – the thermocline creates a barrier and makes acoustic communications difficult between the sub and outside divers who accompanied the sub to evaluate its systems and help direct the great White’s course.

FINAL TEST dAYafter a mid-afternoon arrival and launch, the

great White was towed south across Pinecrest lake to an area which offered deeper water, a shoreline staging area, and a bit of distance from the many boaters on the lake. on this day, scott cassell and i donned our scuBa gear to accom-pany the great White underwater, and scott Reed manned the sub for two 30 – 45 minute test dives. once in the water and at the dive location, scott Reed readied the great White for diving with a final safety check and locking the clear dome in place. two rear electric thrusters moved the sub offshore a bit into water 20 feet deep, and with the turn of two valves, the ballast tanks were emptied of air and the great White slowly submerged and gently descended to the bottom.


“the great White is an important educational tool for

teaching others about the ocean.”

the great White is propelled forward, backward and sideways with electric thrusters which look sim-ilar to electric trolling motors on a fishing boat, and several large rechargeable batteries provide the power for both the thrusters and all onboard elec-tronics. With the turn of a joystick, scott R. can eas-ily control the speed and direction of the great White, while the ascent and descent are controlled with a top thruster and ballast tanks. underwater, the great White moves effortlessly and gracefully.

From inside the sub, the pilot views the under-sea world through a large port on the front, through the large dome on top, or with two moni-tors fed by cameras mounted outside the sub. top-side communications are done via vhF radios; when underwater an acoustic communications sys-tem is used.

While the controls are very logical and intuitive in nature it takes practice to be able to operate a submarine with precision. every added component on the great White slightly alters the buoyancy and handling characteristics; even the weight of the pilot requires planning and adjustments.

the next stop for the great White will be in singapore, where scott c. and scott R. will be con-ducting underwater surveys of the reef habitat,

and taking government officials on dives to show them, firsthand, the underwater environment. scott cassell is a fierce advocate for the ocean and sharks, in particular, and the completion of the great White adds an important educational tool for teaching others about the ocean and human-kind’s important role in protecting her.

bEcoMING A pART oF ThE UNdERSEA voYAGER pRojEcT

the undersea voyager Project is a nonprofit (501-c-3) public-benefit company for oceanic Re-search and educational outreach. Founded by undersea explorer capt. scott cassell, the under-sea voyager

Project utilizes manned submersibles to take a physical look at the first 100 –1,000 feet of ocean on a continuing series of missions to explore the earth underwater.

uvP is privatizing ocean exploration and sci-ence by inviting the public to participate. anyone can become a part of the underwater voyager Project by donating, participating, or helping to promote their cause. scott encourages people from all ages and walks of life to participate, and even learn to pilot the great White.

LLT MIcRo GAS TUbES IN dAYLIGhT ANd AT NIGhT

phosphorescent powder layerGlass housing

(Magnified. Actual size is 4mm x 0.5mm)

LLTS ShoWN AS ThEY WoULd FIT INTo hoUR ANd MINUTE hANdS

LLT MIcRo-GAS TUbE IN dETAIL

(Magnified. Actual size is 0.5 mm diameter)

Glowing gas

luminox light technology

constant glow for up to 25 years

technology. alyWays visiBle light technology.

Luminox Light Technologyall 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 ye-ars. 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.

They just glow and glow and glow ...

Luminox shares cassell’s concern for the viability of the oceans, and is honored to partner with him by helping to fund both of his organizations. Working together Luminox and cassell have created the Scott cassell deep dive Automatic Special Edition and the Scott cassell Faststrap Special Edition. proceeds from the sale of these dive watches help support the work of Sea Wolves Unlimited and the Underwater voyager project.

For information on the Uvp and ongoing rEcon Missions visit www.underseavoyagerproject.org.

Excerpted from “Undersea voyager project Submarine completes Final Test dive” by chris constantin, californiadiver.com.

tough stoRies. inteRvieW With scott cassell.

article and Pictures by chris constantine, california diver Magazine.


U.S. Navy SEALs | U.S. Air Force F-117 Nighthawk Stealth jet pilots | 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 | San diego SWAT | Las vegas SWAT | heliswiss Switzerland | Luftrettung christoph 2 Germany | Stadtpolizei zurich IE Skorpion Switzerland | Austrian Military police | NATo Tigers 313 qN squadron, Netherlands | The Royal

dutch Armed Forces | Singapore Air Force | beijing SWAT china | Nordseetaucher Tunnel construction divers | Special Mili-

tary Forces Israel | kopASSUS – Indonesia Special Forces | GEGANA – Indonesia Special police Forces | San Francisco police

department | puigcerda Fire department | Longhorn U.S. | United Arab Emirates Armed Forces

…and many other Law Enforcement Groups, police and Fire departments, and other elite forces around the globe.

trusted and requested

Co-BrandingSupport your team by partnering with Luminox

luminox. tRusted and Requested. PaRtneRs. co-BRanding.

pUIGcERdA FIRE dEpARTMENT, SpAIN

SAN FRANcISco poLIcE dEpARTMENT, USA

UNITEd ARAb EMIRATES ARMEd FoRcES, UAE

UT LoNGhoRNS UNIvERSITY oF TEXAS, USA


2013 indy 500 chaMPion.

tony Kanaan, Brazilian race car driver

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