Europa Star


Reactor continues its quest

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April 2010


Reactor continues its mission to produce the world’s best sports watches, with no compromise. The BaselWorld introduction is the new GAMMA TI, a 45.5 mm solid titanium timepiece that is water resistant to 300 metres. The watch includes four layers of anti-reflective coating on the inside of the crystal, a 10-year lithium battery and “Never Dark” dial technology (using SuperLuminova and tritium tubes). This new watch retails for US$550 on a titanium bracelet and $525 on a rubber strap. Early responses from retailers on this model has been “terrific”, according to Jimmy Olmes, President of Reactor Watch. “The GAMMA TI has every bell and whistle to make it the perfect water sports watch,” he says.


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In general, business has been difficult, but not non-existent. “Our specialty business was actually up last year, but our overall business was down as we decided to stop doing business with our largest customer,” Olmes adds. “We are seeing some opportunity, as many jewellery stores are getting tired of the heavy discounting of some brands and are considering replacing some of them with Reactor. We have also picked up some business from the lower end Swiss brands as they have done a poor job protecting their retailers.”
Reactor also plans to introduce a new 1000M professional dive watch, a dual time watch using two movements (one chronograph movement and one three hand movement), as well as a new tide watch.


Source: Europa Star April - May 2010 Magazine Issue