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LAS VEGAS As it celebrates its 20th anniversary, Swiss watch brand Luminox has come up with a new ad campaign that leans on its reputation 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.
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.
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