Where Creativity Meets Freedom

Reserve is our experimental territory of innovation like no other. A space to push the boundaries of watch design ever-further in a quest to create unapologetically bold timepiece statements. Each Reserve is the result of a process of experimentation in watch design and brand experience. Led by Design Director & team — Efrain Villa, Amir Meghani, Teke Busk, Kendall Falcon, Michael French & Jessica Jackson. Crafted to amplify the personality of its wearer, Reserve pieces are created to stand out in a crowd. Each Reserve is individually numbered and produced in limited quantities for a passionate few. 

Welcome to Reserve. 

Transforming Time

Elmo Mistiaen, aka @aidesign.png, morphs the Reserve Coast into an otherworldly creation. We delved into his world of AI to learn more about his craft and inspiration for this project.

Read the Directory

Latest Reviews

“The design and looks of this watch are absolutely beautiful. Haven't worn it yet but I know when I do it will turn heads. IT IS A SHOW STOPPER!! The way you package your watches is excellent! I bought 4 JBW watches in total and I love wearing them. Keep up the good work.”

– Olden W.

“"I’ve gotten so many compliments wearing this watch. It’s a crowd pleaser.”

– Bruce J.

“Upon receiving and opening this beautiful time piece. I became immediately fixated on its blue luster. I purchased this piece as a Valentine gift for my wife. I couldn't help my self and presented it to her sooner. Needless to say, she has been overwhelmingly pleased. My only regret is that I didn't purchase one for myself!”

– Gregory P.

Past Releases
  • Sold Out
    RESERVE Amethyst
    December 2021
  • Sold Out
    RESERVE Echelon
    May 2021
  • Sold Out
    RESERVE Emerald
    December 2020
  • Sold Out
    RESERVE Ruby
    July 2020