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Luminox, which could not wear its "Swiss Made" credentials more prominently, is reminding the world that the business was actually born in the United States.
Luminox has signed a year-long partnership with MLF that sees the watchmaker become official timing sponsor for the Bass Pro Tour.
Quartz watch links to his time in the military by displaying 24 time zones with the home cities of elite special forces around the world.
Spec’d out, reviewed and approved by Grylls himself, the new Air watches in the Bear Grylls collection feature a world time quartz movement.
The #tide Luminox X Bear Grylls Survival ECO watch has a case, bezel and strap made from 100% recycled materials.
The 3002.NSF is a modern interpretation of a Navy SEAL watch made in 1992.
Master Carbon Navy SEAL 3800 Hell Week special is limited to 827 pieces, a reference to a physical test score that separates the elite from the rest.
There will be three special edition watches for the Navy SEAL Foundation produced this year.
Years of working with the likes of the US Navy Seals and other military and first responder customers has helped Luminox perfect its rugged divers.
As well as designing watches for Icelandic Search and Rescue, Luminox is also the watch brand of choice for Bear Grylls.