Brand To Watch
How Kwame Molden ’12 built a best-selling national watch line with just $1,500.By Jenny Matz
Photos by Ryan Honeyman
Merging culture, history and education, Springbreak Watches (SPGBK), founded by UNC Charlotte MBA alumnus Kwame Molden ’12 and his childhood friend Maurice Davis, is clocking nationwide success. Today, SPGBK Watches are sold by 200 retail stores across the country, including Nordstrom, Macy’s, Belk and the Museum of Modern Art (MoMA) Design Store in New York City.
With eye-popping colors, the unique and fashion-forward timepieces are produced by a completely Black-owned and operated company based in Charlotte, North Carolina. The brand name is a nod to the founders’ passion for education (along with the joy of spring break) and each design honors a school or community located in their hometown of Fayetteville, North Carolina.
By Jenny Matz
Photos by Ryan Honeyman
Merging culture, history and education, Springbreak Watches (SPGBK), founded by UNC Charlotte MBA alumnus Kwame Molden ’12 and his childhood friend Maurice Davis, is clocking nationwide success. Today, SPGBK Watches are sold by 200 retail stores across the country, including Nordstrom, Macy’s, Belk and the Museum of Modern Art (MoMA) Design Store in New York City.
With eye-popping colors, the unique and fashion-forward timepieces are produced by a completely Black-owned and operated company based in Charlotte, North Carolina. The brand name is a nod to the founders’ passion for education (along with the joy of spring break) and each design honors a school or community located in their hometown of Fayetteville, North Carolina.
Inspired by social reformer and freedom fighter Frederick Douglass, Molden and Davis are harnessing the power of education to motivate future Black entrepreneurs and strengthen the Black community.
“Like Frederick Douglass, SPGBK is inspired by education because of its ability to provide a direct pathway to true freedom. I have always been obsessed with Black history and have an intense personal interest in education, but it was not until I read ‘Narrative of the life of Frederick Douglass’ that I discovered the true value, which made me want to share its importance with our community and the entire world.”
SPGBK is honoring Black History Month with its first major watch release of 2023. In partnership with Belk Inc. department stores, the two North Carolina-based retail brands launched the BHM-inspired “Umoja” watch. Commemorating the first of The Seven Principles celebrated during Kwanzaa, Umoja means ‘unity’ in Swahili and is an effort to preserve the representation of the Black community.
Pro Tip: The watch quickly sold out on the brand’s site, but limited quantities are still available from Belk, online and in stores.
While SPGBK Watches is now thriving, the success wasn’t achieved overnight but through a decade-long journey. With no roadmap or blueprint for starting a watch business, Molden credits the business acumen learned from his UNC Charlotte graduate education for much of the company’s achievements.
Inspired by social reformer and freedom fighter Frederick Douglass, Molden and Davis are harnessing the power of education to motivate future Black entrepreneurs and strengthen the Black community.
“Like Frederick Douglass, SPGBK is inspired by education because of its ability to provide a direct pathway to true freedom. I have always been obsessed with Black history and have an intense personal interest in education, but it was not until I read ‘Narrative of the life of Frederick Douglass’ that I discovered the true value, which made me want to share its importance with our community and the entire world.”
SPGBK is honoring Black History Month with its first major watch release of 2023. In partnership with Belk Inc. department stores, the two North Carolina-based retail brands launched the BHM-inspired “Umoja” watch. Commemorating the first of The Seven Principles celebrated during Kwanzaa, Umoja means ‘unity’ in Swahili and is an effort to preserve the representation of the Black community.
Pro Tip: The watch quickly sold out on the brand’s site, but limited quantities are still available from Belk, online and in stores.
While SPGBK Watches is now thriving, the success wasn’t achieved overnight but through a decade-long journey. With no roadmap or blueprint for starting a watch business, Molden credits the business acumen learned from his UNC Charlotte graduate education for much of the company’s achievements.
MOGUL IN THE MAKING
Molden wasn’t always interested in business — in fact, he earned a bachelor’s degree in electronics and computer technology from North Carolina A&T in 2009. Graduating on the heels of the Great Recession and limited job availability, he worked as a branch manager for two offices at Enterprise Rent-A-Car in Greensboro. While the leadership position was stable and lucrative, it wasn’t something he was passionate about. Feeling unfulfilled and seeing a good friend enroll in medical school, Molden felt the pull of graduate school calling his name. For him, UNC Charlotte was the natural choice for the breadth of educational options along with the internship and job opportunities of a large city.
Molden was so committed to building his future that he made the decision to pursue his MBA full time, made possible through savings, financial aid and a Belk College graduate scholarship. Moving to Charlotte from Greensboro and leaving his long-time peer group, he found himself somewhat secluded and used that to his advantage. “All I did was school — I had classes every day and studied in between. I was new to business and had a steep learning curve. I read everything that I could get my hands on: case studies, articles, interviews, you name it.”
All the reading paid off. As a graduate student, Molden received a subscription to Business Week Magazine, which he diligently read cover to cover. One fateful day he discovered an article about the ability to make products on a small scale — and that’s when the entrepreneurial seed was planted.
MOGUL IN THE MAKING
Molden wasn’t always interested in business — in fact, he earned a bachelor’s degree in electronics and computer technology from North Carolina A&T in 2009. Graduating on the heels of the Great Recession and limited job availability, he worked as a branch manager for two offices at Enterprise Rent-A-Car in Greensboro. While the leadership position was stable and lucrative, it wasn’t something he was passionate about. Feeling unfulfilled and seeing a good friend enroll in medical school, Molden felt the pull of graduate school calling his name. For him, UNC Charlotte was the natural choice for the breadth of educational options along with the internship and job opportunities of a large city.
Molden was so committed to building his future that he made the decision to pursue his MBA full time, made possible through savings, financial aid and a Belk College graduate scholarship. Moving to Charlotte from Greensboro and leaving his long-time peer group, he found himself somewhat secluded and used that to his advantage. “All I did was school — I had classes every day and studied in between. I was new to business and had a steep learning curve. I read everything that I could get my hands on: case studies, articles, interviews, you name it.”
All the reading paid off. As a graduate student, Molden received a subscription to Business Week Magazine, which he diligently read cover to cover. One fateful day he discovered an article about the ability to make products on a small scale — and that’s when the entrepreneurial seed was planted.
LEGENDARY ACCESSORIES
When Molden realized he could design his own products, he considered items he and his friends used on a regular basis and where there were gaps. “Michele, my girlfriend at the time and now my wife, loved her cell phone cases and changed them more than she changed her shoes. I realized there was significant demand from a product perspective, and potential to align that with what people are passionate about. For my peer group and me, that was our college.”
In 2012, Molden and lifelong friend and college roommate Maurice Davis (pictured below) launched Legendary Accessories, offering cell phone cases and related products. They licensed with their beloved alma mater, N.C. A&T, a historically Black university. This proved a pivotal partnership, offering benefits that Molden learned about from his branding courses at UNC Charlotte. The business found quick success, which bolstered Molden’s interest in product creation even more.
LEGENDARY ACCESSORIES
When Molden realized he could design his own products, he considered items he and his friends used on a regular basis and where there were gaps. “Michele, my girlfriend at the time and now my wife, loved her cell phone cases and changed them more than she changed her shoes. I realized there was significant demand from a product perspective, and potential to align that with what people are passionate about. For my peer group and me, that was our college.”
In 2012, Molden and lifelong friend and college roommate Maurice Davis (pictured below) launched Legendary Accessories, offering cell phone cases and related products. They licensed with their beloved alma mater, N.C. A&T, a historically Black university. This proved a pivotal partnership, offering benefits that Molden learned about from his branding courses at UNC Charlotte. The business found quick success, which bolstered Molden’s interest in product creation even more.
PERFECT TIMING
Molden’s creative and entrepreneurial spirit was being fed by Legendary Accessories, and he wanted to build on that. After graduating from UNC Charlotte with his MBA in 2012, he knew he wanted to do something big. At the time, high-end watches were becoming popular fashion statements — Micheal Kors being one of the most prominent, made with substantial stainless steel.
Molden saw the opportunity to capitalize on the sartorial trend, but bring more unique and differentiated designs, something missing from the current monochromatic metallic fad. He also wanted to incorporate sustainability and provide more affordable options — also learned from his MBA classes. With just $1,500 each, Molden and Davis launched the first SPGBK watch “The White Party” made from high quality maple wood that he designed with his earlier product supplier.
Using marketing acumen picked up at UNC Charlotte, Molden developed a website and began on his own public relations campaign, pitching to websites, blogs and influencers. From the steady amount of coverage and pre-orders, it was clear “The White Party” was striking a chord. A big break came when he developed a partnership with an overseas distributor who sold his product throughout Europe.
As sales continued to roll in, Molden got busy expanding the line adding new wooden designs and incorporating color. While business was taking off, Molden was still only tending to his burgeoning business during nights and weekends. He dreamt of the day he could make it his sole focus.
PERFECT TIMING
Molden’s creative and entrepreneurial spirit was being fed by Legendary Accessories, and he wanted to build on that. After graduating from UNC Charlotte with his MBA in 2012, he knew he wanted to do something big. At the time, high-end watches were becoming popular fashion statements — Micheal Kors being one of the most prominent, made with substantial stainless steel.
Molden saw the opportunity to capitalize on the sartorial trend, but bring more unique and differentiated designs, something missing from the current monochromatic metallic fad. He also wanted to incorporate sustainability and provide more affordable options — also learned from his MBA classes. With just $1,500 each, Molden and Davis launched the first SPGBK watch “The White Party” made from high quality maple wood that he designed with his earlier product supplier.
Using marketing acumen picked up at UNC Charlotte, Molden developed a website and began on his own public relations campaign, pitching to websites, blogs and influencers. From the steady amount of coverage and pre-orders, it was clear “The White Party” was striking a chord. A big break came when he developed a partnership with an overseas distributor who sold his product throughout Europe.
As sales continued to roll in, Molden got busy expanding the line adding new wooden designs and incorporating color. While business was taking off, Molden was still only tending to his burgeoning business during nights and weekends. He dreamt of the day he could make it his sole focus.
A NATIONAL STAGE
After three years of steady growth for their company, Molden and Davis decided it was time to make it personal by weaving their personality into the brand. Attributing much of their success to education, the Fayetteville natives and Aggie alumni created designs to honor their hometown schools and alma mater. They added more vibrant colors and began testing the waters with new materials like metal and silicone, taking a more full-service approach to marketing using professional photographers, models and videographers.
By 2019, SPGBK Watches had firmly carved out its identity and proudly established itself as Black-owned and operated. “There was no one else like us in the watch market, and we became proficient at telling the story of who we are,” Molden says.
In 2020, as more people looked to intentionally shop Black-owned businesses following the killing of George Floyd, SPGBK Watches found itself in high demand, ultimately inking a deal with the department store chain Nordstrom. “They liked what they saw on our social channels and the pride we reflected from our heritage,” he said.
As the #BuyBlack movement gained steam, national retailers Macy’s and Belk came calling and they garnered media attention from The New York Times, Oprah Daily and Cosmopolitan. They even landed in Hulu’s 2020 BHM “Your Attention Please” gift box campaign and Sprite’s promotional box for Black Panther: Wakanda Forever.
A NATIONAL STAGE
After three years of steady growth for their company, Molden and Davis decided it was time to make it personal by weaving their personality into the brand. Attributing much of their success to education, the Fayetteville natives and Aggie alumni created designs to honor their hometown schools and alma mater. They added more vibrant colors and began testing the waters with new materials like metal and silicone, taking a more full-service approach to marketing using professional photographers, models and videographers.
By 2019, SPGBK Watches had firmly carved out its identity and proudly established itself as Black-owned and operated. “There was no one else like us in the watch market, and we became proficient at telling the story of who we are,” Molden says.
In 2020, as more people looked to intentionally shop Black-owned businesses following the killing of George Floyd, SPGBK Watches found itself in high demand, ultimately inking a deal with the department store chain Nordstrom. “They liked what they saw on our social channels and the pride we reflected from our heritage,” he said.
As the #BuyBlack movement gained steam, national retailers Macy’s and Belk came calling and they garnered media attention from The New York Times, Oprah Daily and Cosmopolitan. They even landed in Hulu’s 2020 BHM “Your Attention Please” gift box campaign and Sprite’s promotional box for Black Panther: Wakanda Forever.
FULL CIRCLE
After a nearly 10-year labor of love, Molden was finally able to turn his full professional attention to SPGBK Watches in 2022. He believes that having an identity so many people can relate and feel close to is what has catapulted their success. Molden credits his education and roles within the corporate industry for providing him the lessons and experiences to build a prosperous business. And because of that, he dedicates significant time and resources to aiding educational efforts throughout the state.
Molden and Davis feel strongly that a product’s status shouldn’t be related to price, but should be based on what a company stands for, what they do to give back. From the very earliest days the pair have been intentional about building their community and regularly contribute in a variety of ways. Over the years, they’ve provided support and funds to various North Carolina schools. The pair recently awarded six high school seniors scholarships to pursue higher education through a collaboration with the Two-Six Project, a Fayetteville organization serving as an incubator for educational initiatives for youth in marginalized communities. The pair are also passionate about supporting HBCUs and stay connected with N.C. A&T, raising $10,000 for Alpha Phi alumnae to support their plot renovation fund.
Celebrating and supporting local educators is another key part of SPGBK’s commitment to local communities, and this fall they donated more than $12,000 worth of watches to Charlotte’s Renaissance West STEAM Academy and Riverview Elementary School in Murfreesboro, North Carolina. “We will forever champion teachers and educators across North Carolina who work tirelessly with students and their families to help prepare and shape their futures. Whether you’re an active or retired educator, SPGBK honors those who touch the lives of students everywhere.”
FULL CIRCLE
After a nearly 10-year labor of love, Molden was finally able to turn his full professional attention to SPGBK Watches in 2022. He believes that having an identity so many people can relate and feel close to is what has catapulted their success. Molden credits his education and roles within the corporate industry for providing him the lessons and experiences to build a prosperous business. And because of that, he dedicates significant time and resources to aiding educational efforts throughout the state.
Molden and Davis feel strongly that a product’s status shouldn’t be related to price, but should be based on what a company stands for, what they do to give back. From the very earliest days the pair have been intentional about building their community and regularly contribute in a variety of ways. Over the years, they’ve provided support and funds to various North Carolina schools. The pair recently awarded six high school seniors scholarships to pursue higher education through a collaboration with the Two-Six Project, a Fayetteville organization serving as an incubator for educational initiatives for youth in marginalized communities. The pair are also passionate about supporting HBCUs and stay connected with N.C. A&T, raising $10,000 for Alpha Phi alumnae to support their plot renovation fund.
Celebrating and supporting local educators is another key part of SPGBK’s commitment to local communities, and this fall they donated more than $12,000 worth of watches to Charlotte’s Renaissance West STEAM Academy and Riverview Elementary School in Murfreesboro, North Carolina. “We will forever champion teachers and educators across North Carolina who work tirelessly with students and their families to help prepare and shape their futures. Whether you’re an active or retired educator, SPGBK honors those who touch the lives of students everywhere.”
MAKING NINER NATION PROUD
Keep up with SPGBK Watches
We all come to UNC Charlotte from different backgrounds and leave on different paths. What we have in common is that we all take a piece of Niner Nation on our journey and use it in a unique way. And when you think of it like that, we’re all striking gold.
Related Stories:
9 Black entrepreneurs making waves
VH1's Superstar
UNC Charlotte's Nationally Ranked MBA Program
Jenny Matz is the Senior Director of Engagement Marketing
Ryan Honeyman is the Director of Creative Services
MAKING NINER NATION PROUD
Keep up with SPGBK Watches
We all come to UNC Charlotte from different backgrounds and leave on different paths. What we have in common is that we all take a piece of Niner Nation on our journey and use it in a unique way. And when you think of it like that, we’re all striking gold.
Related Stories:
9 Black entrepreneurs making waves
VH1's Superstar
UNC Charlotte's Nationally Ranked MBA Program
Jenny Matz is the Senior Director of Engagement Marketing
Ryan Honeyman is the Director of Creative Services
