A Moment in Time.

19 Jun, 2020 / JBW Watches

Almost overnight the world responded to another unjustified death of an unarmed African American by the hands of a police officer. As the inequality of the black community continues, we asked ourselves, “How do we respond? How should we respond? Or should we respond?”

Collectively we agreed that intangible time is our most valuable asset and we need to utilize our time to bring a different perspective to the chaos that flood our social media platforms. This moment in time will be apart of history and it’s very important that we take the time to fully understand the issues we are facing.

And as our nation continues to heal we shift our focus to Juneteenth, the oldest known celebration honoring the end of slavery in the United States and the celebration of belated liberation for African Americans. Juneteenth asks us to consider the promises of freedom not yet fully realized in the United States.

In celebration of Juneteenth, we asked our family, friends and community to capture their experiences of this moment in time through the lens of a disposable camera. No edits, no filters and no delete button to capture the raw, pure and honest challenges we face every day.

Over the next coming weeks, we will share the film content captured by our JBW network.

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Dear JBW family,

As our country reacts to the impact of inequality of the Black community, this comes very difficult for me to write. As a founder of twelve years of JBW, my voice has always stood behind the product. And before I rushed to make a statement, I wanted to take the time and reflect. A time to make sure our community reads this and it reaches people who need to hear it with a perspective.

Our models, influencers, photographers, stylists, customers, buyers and in-house team are Black and are responsible for a major part of the growth and success of JBW. The birth of JBW was heavily inspired by the hip-hop community but, more importantly, the Black community has always welcomed me with open arms. As we grew, the support followed. And no matter how much we evolved as a brand, our African American consumers continued that support.

I am disgusted and upset with the injustices towards the Black community. I’d be lying if I said I can feel their pain — I simply can not. We all simply can not. I stand with those calling out the ingrained racism and violence towards the Black community. We have had enough.

I do not have the answers, but I do know that for JBW — it’s time to stand up, amplify our voice and fully support the Black community. We must listen, show compassion and never turn our backs on senseless brutality. As we reflect on the events that have taken place throughout the country, we will take time to figure out the best way we can further show our support.

My heart goes out to the family of George Floyd and to the countless others whose lives have been brutally and senselessly taken through acts of racism and injustice. #Blacklivesmatter

Amir Meghani, CEO & Co-Founder