Sands of time: Motorcycle racer helps create new watch series

Roland Sands Signature Series of watches retail for $225

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Motorcycle racer and designer Roland Sands puts his name on a series of watches | Time Concept photos

Roland Sands not only races — he was the 1998 AMA 250GP national road racing champion — but is known for designing custom performance motorcycles and motorcycle parts. And now he and his Roland Sands Design firm was worked with Time Concepts to produce the Icon Signature Series: Roland Sands watches.

The watches not only are Sands custom designed, but retail for only $225 under Time Concept’s Szanto Icon brand.

“Sands’ namesake watch is meant to reflect his zeal for racing and love for the motorcycling community,” Time Concepts said in announcing the new line. “His Icon watch was designed with Roland involved in all design details.”

“The unique watch design is meant to invoke the feeling of instruments on a bike and reflects his individualism, as is seen in his motorcycle creations, and exhibits a very vintage character,” Time Concepts founder Barry Cohen is quoted in the announcement. “Roland was instrumental in the overall design of his watch series.  We’re eager to share it with his fans.” 

Cohen also was founder and chief executive of Swiss-made watch company Luminox, which produced watches for the Navy SEALs. He launched Time Concepts to do private-label watches.

Time Concepts says the watch “is rugged, tough, and dependable, crafted with a satin brushed stainless case with screw case back, a scratch resistant mineral crystal, and 100 meters water resistance.  

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“The strap is made of USA-sourced Horween leather, famous for its beauty and durability – it will quickly pick up the look of well-worn motorcycle boots and jackets and take on a vintage patina adding more character the longer it is worn.  

“The straps feature easy on/off fingernail pull spring pins to allow for strap changes in a matter of seconds. However, the most impressive aspect of the design is raised padded ribs on the strap that emulate the beautiful stitch treatments seen on Roland’s signature jackets that are revered and collected all over the world.”

Sands is quoted as saying the watch “embodies the love and passion that I have for racing, the motorcycling community and innovative design.”

The Szanto Icon Signature Series previous has produced watches with Indy car racer Danny Sullivan and big-wave surfer Shane Dorian.

Time Concepts is based in Corte Madera, California.

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A former daily newspaper sports editor, Larry Edsall spent a dozen years as an editor at AutoWeek magazine before making the transition to writing for the web and becoming the author of more than 15 automotive books. In addition to being founding editor at ClassicCars.com, Larry has written for The New York Times and The Detroit News and was an adjunct honors professor at the Walter Cronkite School of Journalism and Mass Communication at Arizona State University.

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