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Time Concepts Unveils Two New Watch Brands, 420Waldos and Bia, at Outdoor Retailer Summer Market from June 18–20, 2019
Conceptualized by watch industry veteran Barry Cohen, the new brands feature a revolutionary new illumination technology, and celebrate the history and symbols of both the cannabis movement and the women’s empowerment movements
Grass Valley, Calif. and Denver, Colo. (June 18, 2019) — Time Concepts, LLC is proud to debut their newest watch brands, 420Waldos™ and Bia™, at Outdoor Retailer Summer Market from June 18–20, 2019 in Denver, CO. Time Concepts Founder Barry Cohen and his team will share stories behind the development of each brand and how they tie to the current cannabis and women’s empowerment movements they are symbolic of, all while showcasing the revolutionary Visible247 photoluminescent technology that the new 420Waldo and Bia contain. After only 10 minutes of exposure to light energy, the watch dials have the ability to glow in the dark for 10 hours, providing a more durable and long-lasting illumination than other conventional photoluminescent technologies currently available.
“I’ve attended the OR show since the early 1990s when I was at the helm of my former watch company, Luminox,” said Time Concepts Founder Barry Cohen. “There is no better place to introduce new products, while interacting and engaging with outdoor enthusiasts who expect to see the newest and most innovative products at the intersection of wearables and technology, than North America’s largest tradeshow in the outdoor industry.”
The term “420Waldos” originates from a story dating back to 1971 when five friends from Marin County, CA would meet every day along a wall by the statue of chemist Louis Pasteur at their San Rafael High School campus at 4:20 p.m. to smoke cannabis, and decide what mischief they might get into that afternoon. Their classmates coined them the “420Waldos.” A founding member of the “420Waldos,” a friend of Barry’s, along with their story and the growing cannabis movement in the U.S. provided inspiration for the 420Waldos™ watch, which is constructed of 316L Marine Grade stainless steel cases and case backs with scratch resistant, hardened mineral glass crystals. The watch is also equipped with Japanese quartz movements to ensure accuracy and dependability. The straps are made of soft calfskin and have easy on/off spring pins that allow for strap changes in a matter of seconds. The 420Waldos brand introduction consists of two series, the larger 41mm ‘Bud’ Series in varying colored dials and straps, and the smaller 34mm ‘Mary Jane’ Series, available in a wide mix of colorful dials and strap models.
Bia is a sport performance watch brand made only for women. In Greek mythology, Bia and her siblings helped Zeus in his 10-year war against the Titans. Her heroic actions during the war led to victory, earning her a position by Zeus’ side on the throne in Mount Olympus, enforcing his orders whenever he required an act of strength. The Bia™ watch is symbolic of everything she embodied – powerful force and raw energy – and launches with two series that pay homage to iconic women, such as women’s rights activist and Title IX creator, Bernice Sandler (Bernice Sport Series), and World War II cultural icon, Rosie the Riveter (Rosie Dive Series). The Rosie Dive Series is constructed to be water resistant up to 200 meters and features a 38mm stainless steel case with a screw down crown and case back. The watch also has a unidirectional 120-click ratcheting dive bezel, Japan quartz 3-hand movement with date function, and a hardened K1 mineral crystal. The watches come with either a silicone strap or stainless steel solid-link bracelet, both with a signature buckle. The Bernice Sport Series is a smaller 36mm with a stainless steel case, Japanese quartz small subdial seconds movement, and is water resistant up to 100 meters. The watch also has a domed hardened mineral crystal and straps available in a variety of materials including soft calfskin leather or bracelets in mesh or solid link styles. Both the Sport and Dive series are available in a wide array of fun and on trend colors.
“Tying these new series of watches to larger societal movements in our country should help to ensure consumer interest and demonstrate our originality as watch makers,” added Cohen. “We set out to make very stylish and high-quality watches, but also express a statement and a purpose, not just something to accessorize your daily outfit. We are looking forward to sharing the story of why these brands were conceived and how they support both movements.”
Time Concepts is committed to supporting organizations that are involved with the progression of both movements that the 420Waldos™ and Bia™ brands represent, exemplified by the significant donations to these causes with every watch sale. A portion of the proceeds from Bia™ sales will go towards supporting women’s advocacy groups and organizations with an emphasis on education, advancement and independence. For 420Waldos, Time Concepts will give a portion of all sales to organizations (e.g., Drug Policy Alliance, NORML) working to change the Federal laws related to the legality of cannabis.
420Waldos™ and Bia™ watches will be available online for pre-order beginning in July at timeconcepts.net and shipped in late September 2019. The suggested retail for the Bia Bernice Sports Series ranges from $175 – $215, and the Bia Rosie Dive Series ranges from $175 – $225. The MSRP for the 420Waldos watch is $150.
Find Time Concepts at Booth: 53024-UL at Outdoor Retailer Summer Market, June 18-20, 2019.
About Time Concepts
Time Concepts, LLC was started by Barry Cohen after a 27-year career as founder, former owner and Co-CEO of the Swiss-made watch company Luminox, responsible for making the official watch of the Navy SEALs, which established Luminox as a global brand in the 1990’s. Cohen launched Time Concepts as a platform to develop Private Label watches after receiving ongoing requests to develop watches for other brands or retailers, and later added their own Szanto (the Z is silent!) vintage brand and the Hawaiian Lifeguard Assn brand of dive watches. Time Concepts develops watches in Switzerland and Asia, and uses only top quality manufacturers, with most watches manufactured in a dust-free, temperature and humidity controlled clean-room environment to ensure years of dependable service. For a full list of products and additional information on Time Concepts, please visit www.timeconcepts.net.
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