Bia Brand Watches Launch with a Mission of Supporting Women’s Empowerment!


    In Greek mythology we meet a number of determined women whose strength and intelligence serve as a catalyst for women’s empowerment. Although their origins lay in a patriarchal view of women’s rights, these women are a reminder that despite all the inequalities women face, they carry within them the power to cultivate their unique strengths.  From Greek mythos we meet women diverse in character and proximity to political power, strength and skill, yet each formidable in her own right. There were many goddesses with specific purposes, among them Artemis, Athena, and also Bia, who was the goddess of raw power and energy. Artemis, the goddess of the Hunt and the Moon, personified the independent feminine spirit. She is ruthless in her desire for justice and protection for those who have been wronged. Athena, the Goddess of Wisdom, proves to be a strategist who can distinguish between the task at hand and emotions. Wise and even-tempered she is often portrayed as the goddess of heroic endeavor. Bia, the goddess of raw power and energy, plays a pivotal role in the story of Prometheus. She was the only one strong enough to bind Prometheus to a rock with unbreakable chains after he was punished by Zeus. These heroines remind women to cultivate their unique strengths and become heroines in their own lives, rise up and stand alongside others who seek equality, justice, and empowerment for all women.  

    Article by Selene Muldowney; images courtesy Time Concepts, LLC

    Much like the Greek goddesses, empowered women know and embrace their strengths and acknowledge their imperfections. Empowered women make mistakes and learn from them, they take risks, work hard to achieve what they seek, build empires one brick at a time, are determined, fearless, and confident. They believe in themselves and stand behind other women empowering them. Most importantly, empowerment means courage.

    There was a time in history when women lacked the same fundamental rights as men. Despite all the advances in equality, many women today face discriminatory practices.  In the late 1960s Dr. Bernice Sandler embarked on a campaign that would ultimately change the pervasive culture of sexism on college campuses. Eventually her campaign led to the passage of Title IX in 1972, the landmark legislation that banned sex discrimination in federally funded educational institutions.

    World War II opened the door for women’s employment opportunities. Prior to 1940 about a quarter of women worked outside the home, however, largely restricted to “traditional female” professions such as sewing or typing and then expected to leave the labor force as soon as they married and for certain if they had children. The war changed that. Most of the jobs these women filled were previously held by males.

    Bia watches in a vairety of styles

    Based in part on a real-life munitions worker, but primarily a fictitious character, Rosie the Riveter, became the star of the campaign aimed at recruiting female workers for defense industries during World War II. She is perhaps perceived as the most iconic image of working women.

    Empowered women in modern history include Sandra Day O’Connor, Former Supreme Court Justice; Gloria Steinem, Journalist; Melinda Gates, Philanthropist; Loretta Lynch, Former Attorney General; as well as many heroic female athletes who have fought for equality and to end sexism in the sports industries.

    Time Concepts recognizes the importance of empowering women and is committed to supporting the progression of the women’s movement and causes that align with this progression. The introduction of their newest watch brand, the Bia watch, the watches’ namesake, is symbolic of everything the Goddess Bia embodies. 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. They launched two series that pay homage to iconic women. Women’s rights activist and Title IX creator Dr. 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.

    Cohen explains, “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.”

    The 38mm Rosie Dive Series is water resistant up to 200 meters, 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. You can choose either 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.

    Bia watches

    The Bernice Sport Series has a smaller 36mm stainless steel case with Japanese quartz small sub dial seconds movement. The watch sports a scratch resistant domed hardened mineral glass crystal, is water resistant to 100 meters, and comes on a soft calfskin leather strap, or on a mesh bracelet 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.

    Both watches feature a revolutionary new illumination technology called Visible247. When the watch dial is exposed to any type of light source for 10 minutes, it will glow in the dark for at least 10 hours, and if direct sunlight for a few hours will glow for a couple days! 

    While the goddesses of Greek mythology may be just that, mythology, what they serve to represent is more important today than ever. Wonder Woman was imperfect, yet she leapt into the fray of society and from her experiences she grew in strength, wisdom, and confidence. Success impossible when coupled with an empowered mindset and a dream. Bia Watches won’t give you super human powers or make you a superheroine, but it will look great on your wrist as you conquer your fears and face your challenges.  With a Bia watch on your wrist, you can make a statement of your support, while Time Concepts donates to support efforts to achieve continued progression of the women’s empowerment movement.   

    Bia™ watches are currently available at 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.