Luminox reels in partnership with Major League Fishing


Angling is one of the largest participation pastimes in the United States, so a deal between Luminox and Major League Fishing and MLF star Skeet Reese has the potential to reach an enormous audience.

This is smart business from the watch brand.

As the world’s largest tournament-fishing organization, MLF provides anglers of all skill levels the opportunity to compete for millions in prize money across six tournament circuits, including the Bass Pro Tour, Tackle Warehouse Pro Circuit, Toyota Series, Phoenix Bass Fishing League, Abu Garcia College Fishing and U.S. Army High School Fishing.


Luminox has signed a year-long partnership with MLF that sees the watchmaker become official timing sponsor for the Bass Pro Tour.

Skeet Reese, with 100,000 Instagram followers, becomes ambassador and face for the brand for this relationship.

Skeet Reese.

Luminox will highlight the functionality, easy-reading, waterproofing and durability of its watches, making them perfect for for professional and amateur anglers, as well as spectators and fans of the MLF.

As part of the deal, Luminox has given a watch to each of MLF’s top 40 professional anglers that participated in REDCREST 2021.

“We are truly excited about this partnership with Major League Fishing as timekeeping is such a critical aspect of the tournaments and of fishing in general. Our brand motto of Every Second Counts expresses perfectly what is crucial in the sport of competitive fishing. Luminox will be an asset to the anglers themselves as well as the officials and videographers who accompany them on the boat. Additionally, we are thrilled to have champion angler, Skeet Reese join the Luminox family. Skeet is one of the top professional sport fishing legends and we welcome him to our brand,” says Lluis Sole, CEO of Lumondi Inc., parent company for Luminox, Mondaine and Pierre Cardin watches in the USA.

“We’re excited to announce our latest sponsorship with Luminox and welcome them into the Major League Fishing family,” adds Jim Wilburn, MLF president and CEO. “MLF’s members, anglers and fans are among the most loyal consumers available and Luminox will now have access to the hundreds of thousands of anglers that we reach each month. We look forward to building a long-term relationship with them.”

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