Time Concepts, LLC is proud to announce their new watch brand Bia™ is now available for purchase at timeconcepts.net. In creating the Bia watch brand, Time Concepts Founder Barry Cohen was inspired by the women’s empowerment movements, so he conceived a new sport watch brand that supports the movement with each watch sold. The brand has a revolutionary new illumination technology called Visible247 with miniature light receptive crystals molded into polymer watch dials under hundreds of tons of pressure that results in the highest performing photo luminescent injection molded polymers ever created. If a Bia watch dial is exposed to any type of light source for just 10 minutes, it will glow in the dark for at least 10 hours, a much more durable glow than has been possible until now.
“Having worked with one superior luminous technology for so long with my prior brand, I was particularly enthused to discover and launch another superior lume technology to the watch market,” said Barry Cohen, founder of Time Concepts. “It seems my career has been centered on bringing superior lume technologies to both the watch category and the consumer market, this time with a remarkable breakthrough that takes photo luminescence to a level never achieved before.”
In Greek mythology, Bia was the Greek Goddess of raw energy and power. She 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. Women’s rights activist and Title IX creator Bernice Sandler was the inspiration behind the Bernice Sport Series, and the Rosie Dive Series was aptly named after the World War II cultural icon, Rosie the Riveter.
The 38mm 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, and has a unidirectional 120-click ratcheting dive bezel, three-hand Japanese quartz movement with date function, and a highly scratch resistant hardened K1 mineral crystal. The watches come with the choice of a solid-link bracelet secured with a butterfly safety clasp or silicone strap detailed with a signature buckle. The silicone strap carries spring pins that allow for quick and easy strap changes.
The Bernice Sport Series has a smaller 36mm stainless steel case with Japanese quartz small subdial seconds movement. The watch has a scratch resistant domed hardened mineral glass crystal, and is water resistant to 100 meters. The straps are available in a variety of materials including soft calfskin leather, mesh bracelets, or a solid link bracelet with a butterfly clasp. Both the Sport and Dive series are available in a wide array of fun and on trend colors.
“I know how important functionality and style are for consumers so those are a given, but for me personally and for our consumers, we wanted to create something that really delivered – a series that’s not only stylish and on trend with the best technology available, but also provides a meaningful opportunity for Bia fans to help us support a worthy cause with each watch sold,” said Cohen.
Time Concepts is committed to supporting the progression of the women’s movement and causes that align with this progression, which is exemplified by a significant donation with every watch sale. Cohen adds, “Time Concepts will donate a percentage of proceeds from every (Bia) purchase to organizations that support women as they strive to be independent, educated, healthy, protected, and valued. Having been in the watch trade for more than 25 years, and now witnessing the emergence and growth of the women’s movement over the last few years, I felt it was important to jump into this and do what we can in our class of trade to support something I believe in and think is long overdue … lend an effort to the empowerment of women, a cause we are fully aligned with. It feels enriching to support this effort in any way we could.”
“As the Bia brand continues to grow, it is our sincere hope we’ll be able to generate a lot of financial support for worthy organizations that align with our efforts that were the impetus for the brand’s conception,” added Cohen.
Bia™ watches are currently available at timeconcepts.net. The suggested retail for the Bia Bernice Sports Series ranges from $175 – $215, and the Bia Rosie Dive Series ranges from $175 – $225. Follow Time Concepts on Instagram at @time_concepts and Bia watches at @biawatches.