Your cart

Your cart is empty

TOUGH STORIES – Luminox named Official Partner of ICE-SAR

TOUGH STORIES – Luminox named Official Partner of ICE-SAR

Luminox watches are designed and produced to go where few people would think of taking a high-quality timepiece. The Icelandic Association for Search and Rescue (ICE-SAR) goes to just these places in their appointed duties. Celebrating its 90th year this year, ICE-SAR has named Luminox as its official partner. Luminox watches are now part of the essential gear for all 93 ICE-SAR teams.


Iceland is a barren island located in the North Atlantic Ocean, known for being plagued for centuries with volatile arctic winds and freezing winters. The nation‘s constant exposure to the harsh forces of nature has sometimes meant that the ultimate sacrifice of life is either at land or sea.

Widely known as “The Land of Fire and Ice”, Iceland is home to some of the largest glaciers in Europe, and to some of the world’s most active volcanoes. Iceland is also the land of light and darkness. Long summer days with near 24-hours of sunshine are offset by short winter days with only a few hours of daylight. The ICE-SAR roots are in the long and complex tug of war between man and nature. Avalanches, shipwrecks, storms, eruptions, earthquakes and sub-zero winters have forged a strong force of volunteers – Iceland is a country with no professional army - that dedicate their time to helping their fellow citizens, and a rapidly growing number of foreign visitors, at the moment of need.

Founded in 1928, the first volunteer association created this proud tradition and carry it on till this very day. Soon enough, more teams from the small fishing villages followed suit and today ICE-SAR stands strong with 93 teams and a force of over 4.000 volunteers passionately driving accident prevention and Search and Rescue programs in Iceland. All volunteers are true Search and Rescue experts as all rescuers receive an 18-months training before they can go on their first mission and proudly stand behind the ICE-SAR motto: Devotion, Professionalism and Leadership.


Luminox watches have proven their reliability on all sea, air, and land dimensions. In addition to ice, heavy rains and strong winds, ICE-SAR also has to deal with limited daylight visibility as Iceland remains in partial or total darkness during several months in winter. In such conditions, Luminox watches and their unique self-powered illumination system – providing constant glow for up to 25 years - truly becomes an essential gear to ICE-SAR teams in order to conduct their missions.

Ice-Sar watches

On the partnership, ICE-SAR commented: "We are honored to have an international and prestigious partner such as Luminox. Their watches are tough, light, and perfectly fitted to the Icelandic weather". ICE-SAR also mentioned: "We, at ICE-SAR, are not heroes – we are ordinary people doing extraordinary work. Volunteers may join ICE-SAR for the action and the adrenaline - but first and foremost because they share the vision of helping others."

Ice-Sar logo

Previous post
Next post