time is everything

Time Saves Lives


It could be said that Hawaii holds the key to world peace … it’s called the spirit of aloha, which encompasses the charm, warmth, and sincerity of the Hawaiian people.

Aloha is more than a word of greeting or farewell or a salutation. Aloha means a mutual regard and affection and extends warmth in caring with no obligation in return. Aloha is the essence of relationships in which each person is important to every other person for collective existence. Aloha means to hear what is not said, to see what cannot be seen, and to know the unknowable.

The aloha spirit of Hawaii is alive and well in the work done by the Hawaiian Lifeguard Association in their daily efforts to ensure the safety of those in the ocean.

A percentage of the proceeds of every watch sale will be given back to the Hawaiian Lifeguard Association to support the great work done daily in the “spirit of aloha” by this outstanding organization to help ensure public safety.


100 Years

The Hawaiian Lifeguard Association watch collection was created to serve the needs of these lifeguards on the job, and launches just as the organization is celebrating its 100th Anniversary.

The watches are made to stand up to the enormous power of the ocean, but are also excellent knock-around watches, suitable for most any water environment, whether in Hawaii’s big waves or less challenging situations. Plus, they’re just cool looking casual lifestyle timepieces, perfect for everyday wear.
The HLA watches are made with 316L stainless steel cases and bezels, 120 click unidirectional ratcheting bezels for diving, screw in case backs and crown to ensure 200 meters water resistance. In addition, the watches have extremely reliable Japanese quartz movements, highly scratch resistant K1 glass crystals, and comfortable genuine NBR rubber straps with patterned back for ventilation.

Shop All HLA Watches

HLA’s Lifeguards

For the Launch of this Watch Collection, we highlight two former lifeguards that have been integrally involved withe the Hawaiian lifeguard Assocation — Archie Kalepa and Brian Keaulana, both of whom remain very active with the organization.

Time Saves Lives

In the Hawaiian Lifeguard Association, the JetSki rescue teams understand well the importance of time when it comes to saving lives.

Time is truly of the essence when trying to rescue someone from dangerous surf. JetSkis not only allow access to people in conditions once not accessible, but they also expedite the rescue.

If you see the Lifeguards on their JetSkis, you may notice they wear their watches on their right arm (needed to operate the controls of the craft), leaving their left arm bare to be able to pull someone out of danger without a watch in the way.

Contact Us

Official Hawaiian Lifeguard Association Watches are manufactured and distributed by Time Concepts, LLC

Contact us at:

PO Box 7067
Corte Madera, CA 94976 USA

 Customer Service is a top priority at Time Concepts.

If you have any questions or problems with your HLA product, please contact us at info@timeconcepts.net. If you need to send your watch in for analysis or service, please refer to the Warranty & Service page. (Don’t send your watch to the Time Concepts sales office as there will be a long delay in processing.)