Dallas-based timepiece brand, JBW, is launching two new collections: Chasm and Atlas. This double release challenges traditional watch design and blurs the lines between timepieces and jewelry. Launching as part of a brand-wide campaign themed “Reimagination,” these collections merge detailed design ingenuity with a perfect balance of elegance and flashiness, creating a daring new aesthetic language.
Independent, Dallas-based watch brand, JBW, launches two new collections: the Chasm timepiece and the Atlas.
Founded in 2008 by siblings Amir and Shabeena Meghani, JBW is built on the pillars of statement-making design, shine, and storytelling. Inspired by where design meets art and function meets self-expression, JBW creates bold timepieces that celebrate individuality. Through 15 years of growth and constant creative evolution, JBW has mastered the art of bold statement pieces. The brand continually merges high creativity with functionality in quality timepieces, featuring handset diamonds, first-grade metals, coatings, and premium crystals. Central to JBW’s creative process is a deep reverence for crafting timepieces that are refined and bold expressions of individual style, confidently challenging traditional notions of watch design.
The Chasm collection seamlessly fuses stylistic inspiration into a piece that is both a fashion-forward bracelet and an elegant timepiece. Crafted to play with light through cutouts, curvatures, and contrasts, the Chasm collection features 13 references across sleek metals and crystallized versions. Available in two size variations, these pieces offer gender versatility and appeal.
The Atlas collection reimagines the classic timepiece case, combining bold geometry with fine accents and sharp grooves. This design gives the watch a 3D layered appearance, offering an intriguing study from any angle. The Atlas collection includes five references in gold, silver, and two-tone, available in sleek metals or standout crystallized versions.
To capture the brand’s commitment to artistry and bold innovation, JBW collaborated with independent artists Taylor Hawkins, Alexis De La Rosa, and Giovanna Ramos for their “Reimagine Time” campaign. The Chasm and Atlas collections join the brand’s repertoire, including Coast, Arc, and Mink collections. This release further establishes JBW as a confident player in the new guard of premium timepiece makers.
