What Is A Woman? Watchmaker Defends Womanhood From Woke Corporations

Corporate America has hope after all. Egard Watches is bucking the politics of woke corporations and standing up against transgenders damaging the integrity of women’s sports. 

The Florida-based boutique timepiece and jewelry company launched a campaign celebrating women and taking issue with transgender athletes in sports, the Washington Times’ Valerie Richardson reports. 

The digital advertising campaign, called “What is a Woman,” is a response to the woke wave threatening to bench female athletes in favor of males. Egard Watches claims this trend is making womanhood “lose all meaning” and states: 

“How long do we sit idly by and not stand for the sacred value of womanhood as it loses all meaning? Because we believe that womanhood is a birthright.” 

The campaign is especially relevant now because U.S. Sen. Marsha Blackburn (Rep-Tenn.) recently asked then Supreme Court nominee Ketanji Brown Jackson to define a woman. Jackson, who was confirmed by the Supreme Court and clearly aiming at the LGBT community, refused to give a satisfactory answer. 


Richardson cites Nike and Adidas among the corporate giants which “have jumped on the gender-identity bandwagon with ads celebrating male-born athletes in women’s sports.” 

The Egard Watches owner, Ilan Srulovicz, is also a filmmaker and actor with a reputation for challenging woke nonsense. The reason he created the advertisement campaign was explained by him as:  

“We crafted an ad campaign that celebrates our grandmothers, mothers, sisters, aunts, and daughters, and everything they represent to paint a stark contrast to the lies we are all being told. The push for transgender rights is no longer about equality, it’s now a cleverly crafted lie that comes at the expense of women. We ask all Americans to join us to speak truth.” 

How rare is Egard’s stand? Extremely uncommon, as more than 200 woke corporations signed the Human Rights Campaign’s statement in opposition to “anti-LGBTQ+ bills” introduced at the state level. These bills were created to prevent males from joining the female team. Nike and Converse are among them the proponents of transgendered males on women’s teams. 

Richardson wrote, “Nike has left no doubt about its position on the issue. In November, Nike released a Spanish-language ad featuring women’s soccer player Mara Gomez, who has been billed as Argentina’s first professional transgender player, as part of its Play New campaign.” 

Gender Cool Project was also funded by Nike. ad promoting LGBTQ youths in sports. “Transgender kids are part of your team,” the ad featuring Nike’s Swoosh symbol states. Teams that only accept males will deprive women of their opportunities to participate, win, and earn scholarships. 

Adidas produced a Spanish-language ad in February featuring Tiffany Abreu, a 6-foot-4-inch “trans” man who starred on Brazil’s Olympic women’s volleyball team in Tokyo last summer. 

Surlovicz said he’s determined to counter the left-wing corporations shilling for transgenders.

I think there’s this huge culture war taking place where there’s a certain percentage of the culture that wants to do away with the concept of gender entirely, and a lot of corporations are very woke nowadays, and they think that’s who their best clientele is. And then there’s the silent percent of the country that strongly believes that these things do have value and do have meaning, and no one’s fighting for their side.

Egard Watches is definitely on the conservatives’ side. In 2019, Egard released a video countering Gillette’s “What Is a Man” campaign against “toxic masculinity.” In 2020, he countered the Black Lives Matter movement with his “Speak Truth” ad supporting police. “I have a bit of a history of making ads in support of what I believe,” Srulovicz said in an understatement. 

YouTube has, according to the Washington Times, flagged the new Egard campaign as “election advertising.” YouTube is squeezing Egard’s ad by restricting organic searches. 

Srulovicz stated that the response has been extremely positive from all those who were able to view the advertisement. 

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