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Luminox Watch Class Action Lawsuit Alleges Misleading Marketing Tactics

Luminox Lawsuit Filed Over Misleading Marketing of Watches

A Luminox class action lawsuit accuses Lumondi, Inc. of misleading consumers with its Luminox watches saying that they are as tough and “always visible” under any conditions.

Consumers complained that the watches’ face fog up, which makes it unreadable when worn outdoors in hot and cold temperatures because of a defect.

You can read about the case under the name: Biddick et al v. Lumondi, Inc., Case No. 20-cv-8091, S.D. NY.

Are you affected by the allegations in this class action lawsuit? Contact us today for help.

“The Official Watch of the Navy SEALs”

According to the class action lawsuit, Lumondi markets its Luminox watch “to military service members, scuba divers, first responders, athletes and ‘rugged outdoorsmen’ seeking ‘extreme performance’ from their timepieces. According to Lumondi, Luminox is the ‘watch of choice for U.S. Navy SEALs, F-117 Nighthawk stealth jet pilots, other elite forces and professional divers.’”

The lawsuit contends that “the key feature that sets Luminox watches apart from the competition is a technology that illuminates the dials with ‘a self-powered illumination system that utilizes tiny micro gas light tubes to create ultimate visibility in complete darkness, under any conditions.’ Lumondi’s trademarked name for this feature is ‘ALWAYS VISIBLE.’”

Luminox watches are supposedly tough and visible “under any conditions,” but a defect causes watch faces to fog when exposed to outdoor “temperatures below approximately 40 degrees Fahrenheit or above approximately 90 degrees Fahrenheit.” Lumondi, however, has defended it as being “normal.” The fog, however, makes the watch unreadable, contradicting its “ALWAYS VISIBLE” trademark slogan.

Luminox advertisements boast of its toughness and visibility with the statement: “In extreme situations, decisions are made in the blink of an eye. You have to be able to rely on a watch that guarantees perfect visibility at a single glance…. [I]t is critical and can even be the difference between life and death, that the time is visible in any and all conditions….”

The lawsuit asserts that “regardless of whether it is ever ‘normal’ for a regular watch to fog up just because it is worn outdoors, it is certainly not ‘normal’ for a watch developed for Navy SEALs and marketed to ‘rugged outdoorsmen’ seeking ‘extreme performance’ and ‘ultimate visibility’ to do so.”

Lumondi Inc. is accused of breach of implied warranty of fitness for a particular purpose, breach of implied warranty of merchantability, breach of express warranty, and violating California’s Unfair Competition Law, California Consumer Legal Remedies Act, Magnusson-Moss Act – Express Warranty, and New York General Business Law.

Editor’s note on the Luminox Class Action Lawsuit:

This piece is written about the recent Luminox Lawsuit. If you are considered eligible to be among the class of consumers described in the class action, you may eventually be able to participate in receiving any compensation the court may award.

If you believe that what is alleged in the Luminox Watch class action lawsuit has affected you, please don’t hesitate to reach out to us.

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We’d be happy to help you take a step in the right direction, fight this issue, and better enable you to join the consumer class action. If interested, please send an email to, find us on Twitter or Facebook, or even connect with us directly on our website! We look forward to hearing from you all.

Similarly, please check out our current list of Class Actions and Class Action Investigations, here.

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