WESTERN OUTDOOR NEWS

REACTOR: The ultimate in sports watches is back with Cabo Tuna Jackpot

The richest tuna tourney in the world pairs up with the best
sports watch on the planet with huge giveaways and charity efforts

By PAT McDONELL
WON Staff Writer

REACTOR INTRODUCES NEW TRIDENT WATCHES
AT JCK LAS VEGAS SHOW

California company adds six new models in three new dial colors to its popular watch series

AGOURA HILLS, Calif. (May 30, 2009) -- Southern California-based REACTOR, maker of the world's most durable and progressive sport watches, has expanded its popular Trident collection and will introduce six new models in three distinctive new dial colors at the JCK Las Vegas Show (May 30-June 2, 2009) at the Sands Expo & Convention Center in the Hall of Time, Booth # 32059.

"Starting in 2003, Reactor developed a proprietary method of applying a unique Swiss material called Superluminova that makes our watches the brightest and longest-lasting phosphorescent watches in the world (as verified by independent testing)," stated Reactor President, Jimmy Olmes. "However, while Superluminova is the brightest material available, that brightness fades over several hours in the dark. As part of our quest to build the best watch possible, we a saw a better solution."

Never Dark® is the first technology to combine the intense brightness of Superluminova with the multi-year longevity of tritium, providing optimal illumination under all lighting conditions. Because it can take up to 30 minutes for the human eye to fully adjust to the dark, Superluminova's intense peak brightness makes a Never Dark® watch easily visible during that initial period. In situations where the watch will remain in the dark for many hours, the tritium will remain visible for years, even if the watch is never returned to the light.

"Never Dark® is the only watch illumination to ‘self-adjust' to conditions, with a response curve similar to that of the human eye," added Olmes.

Reactor's Trident, featuring the company's patented Never Dark® dual illumination technology, was first introduced in January 2008, and is becoming the most highly-favored watch of elite U.S. military groups.

Shipping in June, the new Trident series will include six all black plated 40mm cases; three models with black on black nitride plated stainless bracelets, and three with black natural rubber straps. Reactor's 2009 Trident series come in three distinctive new dial colors: bright white, khaki and bright yellow. All styles feature Reactor's rugged construction and are depth tested to 200 meters. Prices range from $350 to $400 retail.

Like all Reactors, Trident features a triple o-ring screw-down crown system for added water resistance, secure screw bar case-to-band interface for strength, and a hardened K-1 crystal for the best balance of scratch and shatter resistance.

For more information on Reactor's current line, or to find a dealer, visit www.reactorwatch.com or call 800-291-6600. Product samples are available on request.

Unique styling and an uncompromising commitment to quality are what set Reactor Watch apart from the crowded watch market. Founded in 2003 by veteran sport watch guru Jimmy Olmes, Reactor's goal is to make "the best built performance sport watch ...period." Every Reactor model is built to meet or exceed demanding Swiss standards while offering an unprecedented value in fine watches.

Jimmy Olmes isn't the retiring type. In 2000 he and his partners at Freestyle sold the watch company and planned to retire. After all, Freestyle's Shark had captured 75 percent of the sports watch market.

Two years of "retirement" later, after being given a gentle nudge out the door by the wife, Olmes set out to create a company that would set a new standard in watch design, quality and customer satisfaction. If he was going to start a new watch company, Olmes said, the mission would be to build the best performance sports watch in the planet with the best customer service."

It's six years later and the result are in: A total of 99 styles of Reactor, the bulk of which range from $200 to $500 that combine beauty, brains and brawn that even if they are not indestructible, if you do break one, the warranty is bulletproof and the turnaround is just a few days.

Last year Reactor signed on as sponsor of the Cabo Tuna Jackpot to kick off its marketing and distribution effort to bring the watches from their strong East Coast base to the West Coast where the SoCal company is located in Agoura near Olmes's home. The Reactor group had a huge impact on the event, with charity efforts in a raffle for two $2,500 diamond-encrusted watches, and they also donated a total of 20 watches in drawings.

What anglers will find with a Reactor watch is that they pack an enormous amount of data, such as tides around the world, into a nearly indestructible timepiece.

“The fishing market on the west coast is a natural for Reactor because many anglers are all-around watermen, wanting a watch that looks good and won't break when they dive, fish and surf, with tidal data as accurate to the minute around the world,” said Scott Lipsett, marketing director for Reactor.

Okay, but will fall off in big waves or on a fishing boat? Will it break, or fill up with water when I forget to screw in the crown?

“The watches are made of titanium and stainless steel, and EVERY watch made is water-tested to 200-foot pressure,” said ipsett. “There isn't another company that does that. Most companies water test 10 percent of the line and air test the rest. Air is not as invasive, and also, if the watch fails an air test, it's repaired and still can be sold. Not one that fails a water test. It's ruined.

As for the screw-in crown, that typical watch bugaboo that ruins many a high-end watch like a Rolex. Every Reactor watch is water-tested at 100 meters of pressure with the crown unscrewed.

If there is problem with the watch, on the west coast, the turnaround at Agoura Hills where all repairs are done is two days. The industry average is eight weeks. Will it fall off? The metal bracelets feature a three-way closure system. How about the spring bar that is usually the cuprit?

"The best spring bars that attach the band to the watch case break at 35 pounds of pulling," said marketing director Scott Lipsett, whio attended last year’s event with Trey Jeffries. "That's inadequate, we think. We have a solid steel rod screwbar that is tested to 200 pounds (300 pounds in some models) which means a 200-pound person can hang from one of the bands without the band breaking from the watch."

As Lipsett says, his longtime friend an avid outdoorsman Olmes only intended to create a watch company that had one goal. His words: “Make the most durable watch possible to build.”

Said Olmes, "The bottom line is that Reactor is a company founded on a business ethic handed down to me by my father. Every decision is put to a very simple test -- is it the right and fair thing to do? Profits are, and will always be, the byproduct of doing the right things for the right reason. All decisions are made on a win -- win basis and from a very long-term perspective. After all, customers are hard to reach and very easy to lose, but once you have a loyal following that trusts you and your brand, there is no end to your success."

To get more details on this new Tuna Jackpot sponsor, contact Reactor by phone (818) 597-2900, 8 a.m. to 5 p.m. or through the company's outstanding, informational website, www.reactorwatch.com, or through the mail at:

Reactor Watches
5312 Derry Ave., Suite B,
Agoura Hills, CA 91301.