Illuminating a New Future for Luminox

Luminox is a swiss watch company founded in 1989 focused on creating ultra-tough tool watches. The innovative feature of the watches is the use of tritium gas for lumination, which can operate for 25 years without needing to be charged by sunlight. Luminox has been standard equipment for the Navy SEALs and has been the go-to choice for a number of military, law-enforcement, and outdoorsmen worldwide.We launched a new e-commerce experience for their US market built on Shopify with the goal of increasing online DTC sales. Our approach for the store was to extend a theme from the Shopify Theme store and focus on using rich lifestyle and product imagery to help merchandise the product range. The store features an interactive rollover feature on all the watches to show the distinctive tritium lume. We also introduced a filtering system to allow people to drill down and find the model that is perfect for their needs.See the site in action at

By Sei-Wook Kim, Co-founder & Managing Director

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