© 2019 by ROCHETTE. Proudly created with Wix.com

THE REACTOR PHILOSOPHY

In 2003 we set out on a mission to design a line of sport watches that would exceed the demands of the action sports athlete, while creating a style uniquely different from the norm. In short, we wanted to push well beyond what the watch industry had to offer and create a product that would truly set a new standard. Bold components, uncompromising quality and unconventional styling have combined to create REACTOR.

REACTOR watches are designed to meet or exceed demanding Swiss standards. Cases are forged from solid stainless steel or titanium. Multiple o-ring seals and water-tight screw-down crowns are used throughout. To ensure that a REACTOR will survive the decidedly non-sedentary lifestyle of our target customer, we developed new standards. Swiss sapphire crystals gave way to the more impact-resistant K1, hardened, high-ceramic glass. An entirely new case-to-band fastening system was devised to keep these watches firmly in place during the worst unplanned events. And we devised the world’s only screw down crown that stays water tight – even when unscrewed. REACTOR truly represents the best of what the world of watches has to offer. To learn more about it, review the REACTOR DNA.

As we continue this journey, we know that a brand cannot flourish in today’s marketplace without the loyalty of its customers. Our total dedication and commitment to service begins with the unprecedented level of support we offer our select group of retail accounts, and radiates down by exceeding the expectations of our end consumers. In short, we will do whatever it takes to make all our customers “raving fans.”

Jimmy, a somewhat neurotic and overly passionate workaholic is driven by his need to be different, better and if possible, perfect. As a 20+ year partner in Freestyle watches, Jimmy was responsible for the creation and marketing of the Shark watch, one of the most successful watches in the history of the action sports industry. At its peak, Freestyle owned nearly a 75% market share in surf and has been credited with developing this important category in the sports market.

Jimmy and his partners sold Freestyle at the end of 2000 and Jimmy stayed on as President until the end of 2002. After a very short retirement, Jimmy set out to create a company that would set a new standard in watch design, quality, customer service and overall business ethics.

When asked about his vision, Jimmy is quick to respond. “Our unyielding goal is to push the envelope on sport watch design, to offer unprecedented quality, and to support our customers and dealers with customer service that our competition could not begin to duplicate. The bottom line is 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 reasons. 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 what you can accomplish.”

REACTOR is managed by a very tight knit team, which includes Jimmy’s son Michael, and long-time friend Scott Lipsett, former FreeStyle Creative Director, who are responsible for the overall image of the REACTOR brand and develop all of REACTOR’s advertising, marketing, displays, and are critical voices in every decision.

When asked what’s next, Jimmy’s only comment is more of the same – “Progressive design, unprecedented quality, total commitment to our customers, and a dedication to never ending improvement – the rest will take care of itself.”

ABOUT JIMMY OLMES