The partnership will feature a joint radio and in-store promotion, coinciding with the release of Montgomery Gentry’s album, Back When I Knew It All. The promotion will include life-size standees of Montgomery Gentry in all Dillard’s that sell Reactor, door decals, aisle posters and signage in the watch department. Dillard’s will also be selling Back When I Knew It All at all Reactor watch counters and offer watches for sale at select Montgomery Gentry concerts. “This is the finest-made watch I’ve ever owned,” says Troy. “Eddie and I are looking forward to this partnership.”