Hit country duo Montgomery Gentry has partnered with Southern California-based sport watch maker Reactor and retailer Dillard's on a joint radio and in-store promotion, which coincides with Montgomery Gentry's seventh album, "Back When I Knew It All."

"When Dillard's learned that Troy Gentry was a watch collector, we arranged to get him a Reactor, which he loved and started wearing regularly," Reactor founder and president, Jimmy Olmes said in a prepared statement. The company later supplied watches to the duo's band for a video shoot. The duo also wore the watches during their Academy of Country Music Awards performance in Las Vegas in May.

The promotion will include life-size standees of Montgomery Gentry in all Dillard's that sell Reactor, as well as 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.

Dillard's will also host lotteries at the Reactor Watch counters for tickets to the duo's concerts. Entries will also enter customers in a drawing for a grand prize to include a Dillard's gift card, a pair of Reactor diamond Fusion watches valued at over $5,000 and a special prize provided by Montgomery Gentry.

The promotion will be backed by a multimedia advertising campaign to include print, online and, in conjunction with Sony BMG and Columbia, a massive radio promotion to support the release of the CD, the concert tour, and additional grand prize drawings.

The title cut from Montgomery Gentry's new album is currently at No. 6 on Hot Country Songs and their album debuted at No. 3 on Top Country Albums this week.