With women’s empowerment making daily headlines, the goal of Bia is to support women to become the healthy, educated, independent, protected and valued individuals they are meant to be. Strength—physical, emotional and constitutional—underpins the company’s collection of watches. Bia is charity focused. Bia donates a percentage of proceeds from each sale to organizations working to give women the support they deserve to be independent, educated, healthy, protected, and valued. The company gives a percentage of each sale to women’s organizations that foster Bia’s principles. Time’s Up, an organization that insists on safe, fair and dignified work for all women is one such benefactor.

According to a recent Yahoo! Finance report, even with all the women's empowerment strides that have been made in recent years, “It will (still) take an average of 99.5 years to reach gender equality globally across education, health, politics, and all forms of economic participation at the current rate.” Focusing more narrowly on the United States, gender equality is lagging in comparison. “The U.S. dropped four spots to 53rd out of 153 countries,” down even farther from 2017 when it ranked 49th.  Bia believes these statistics are unacceptable as the world enters the third decade of the 21st century. To that end, the company has defined its mission of supporting empowerment of women all across the globe, beginning here in the brand’s home market of the US.  Each Bia timepiece is designed with active, driven women in mind - women with a positive sense of self ... and Bia believes that EVERY woman possesses a power within that pushes her toward her objectives.  

Each Bia wristwatch features a superior illumination system called Visible247 that is the highest-performing photo luminescent technology in injection molded polymers ever created.  With just 10 minutes exposure to any light source, every Bia timepiece stays illuminated for at least 10 hours.  Metaphorically speaking, this capability aligns with Bia’s vision that women who empower other women can light the world on fire with the smallest of sparks.  

The launch collections include the Rosie Dive series and the Suffragette series. Inspired by Rosie the Riveter, the Rosie Dive Series honors the World War II icon for the feminist movement, and the beginning of women moving out of the home and into the workforce en masse. The Suffragette series celebrates the women that fought for women’s right to vote beginning in the 19th century and perfectly timed to the 100th anniversary of the 19th Amendment that was enacted in 1920.