Sunday, October 24, 2010

Walking a Fine Line: Luminox Battle for Positioning

Over the next few days both Zak (The Watch Guy) and I will be introducing several new Luminox Watches that will be available in extremely limited quantities before Christmas this year. Although almost all of these watches were introduced at the International Watch Fair in Basil, Switzerland in the early Spring, only a select few are making their way onto our shores late this fall. The world wide recession and especially the recession here in the United States are part of the reason for this delay, but Luminox own quest for its position in the marketplace also plays a major roll.

Luminox, as a brand, is torn between their heritage in the United States as a hunting ~ military - law enforcement brand and their Swiss manufacturing heritage as one of the world's finest watches.

Luminox's primary distribution avenue in the U.S. is still hunting and sporting goods stores. These dealers are the folks who brought Luminox to the attention of customers. And it was these dealers who made the original Series I and Series II Navy Seals Dive Watches one of the best selling and most highly regarded watches among law enforcement, sporting enthusiast and military customers in the world. Popularly priced in the $200.00 range in the United States, these watches are tough, accurate, dependable AND AFFORDABLE!

But Luminox parent, Lumondi Corporation in Switzerland, KNOWS that the quality of Luminox rivals and exceeds their better known competitors like Tag Heuer and Breitling. They realize Luminox can make and sell watches in the $1,500.00 to $2,500.00 price points that will easily out perform their competitors.

Back here in the U.S., the large sporting goods network simply cannot even display, let alone sell, watches in these price points.




As I mentioned above, over the next few days, we will show you these higher end Luminox watches like the Series 1500 Deep Diver Automatic pictured on the right, along with some interesting new lower price models. If you want to own one of these luxury Swiss Watches at the upper end you need to RESERVE THEM TODAY. In most cases the U.S. markets will received only tiny quantities, with the major distribution going into Europe and Japan.

Feel free to call Zak or me (Bob) TOLL FREE 1 (888) 243-6329 (weekdays 8:30 am to 6:00 pm) to reserve a watch or to get additional information.

1 comment:

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