Time Concepts Introduces 420Waldos Collection

Image courtesy of Time Concepts.

CORTE MADERA, Calif. – Time Concepts is introducing a new watch brand, 420Waldos™️, that was conceived with a specific purpose in mind – a commitment to support organizations that work to reform cannabis laws and support legalization. The 420Waldos brand strives to advocate for public and political support of cannabis legalization, education, and continuing research. Medicinal cannabis has been shown to help with a wide array of ailments, and 420Waldos believes it should be legalized so it can bring relief to those needing it. The belief that EVERY adult from coast to coast should be provided access to safe and legal cannabis has led the brand to support this effort by donating a portion of the proceeds from every watch sale to organizations working to change cannabis laws, such as the Drug Policy Alliance and NORML. Currently about 3/4 of the United States have legalized medicinal cannabis but it is 420Waldos goal to help support further change in our federal laws.

The term “420Waldos” originates from a story dating back to 1971 when five friends from Marin County, California would meet every day after school along a wall by the statue of Louis Pasteur at 4:20pm to smoke cannabis, and decide what mischief they might get into that afternoon. Their classmates coined them the “420Waldos” and thus the 420 moniker was born. Today 420 is a globally recognized term representing cannabis. The Waldos’ story and the growing cannabis movement in the U.S. inspired the 420Waldos watch collection.


The 420Waldos brand launches with two series, Bud (41mm) and Mary Jane (34mm). Both offer a wide mixture of colored dials housed in stainless steel cases with scratch resistant, hardened mineral glass crystals. A leaf at 4:20 on each dial adds a fun, casual flavor to the simple design. The various color leather straps are made of soft calfskin and have easy on/off spring pins that allow for quick strap changes in a matter of seconds. The watches are powered by Japanese Quartz movements to ensure accuracy and dependability.

The 420Waldos™️ watch brand features a revolutionary new illumination technology – Visible247 – with miniature light receptive crystals molded into polymer watch dials that results in the highest performing photo luminescent injection molded polymers ever created. When exposed to any light source for 10 minutes, the 420Waldos watch dial 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 former brand, I was particularly enthused to discover and launch another new lume technology to both the watch market and the consumer world” said Barry Cohen, Time Concepts founder. “It seems my career has been centered on bringing superior lume technologies to the watch category and the consumer market, this time with a remarkable breakthrough that takes photo luminescence to a level never achieved before.”

420Waldos™️ watches are available for sale at www.420waldoswatches.com for $150. Follow 420Waldos watches on Instagram: @420Waldoswatch.

About Time Concepts
Time Concepts, LLC was started in 2007 by Barry Cohen, during his 27-year career as founder, former owner and CEO of the Swiss-made Luminox watch company, responsible for making the official watch of the Navy SEALs, which established Luminox as a global brand in the 1990’s. The company was established 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 brands including Szanto vintage inspired watches, Hawaiian Lifeguard Association dive watches, and the recently launched Bia sports watch, that supports the women’s empowerment movement. 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.