The Pink Dial Project

All of one and one for all.

We are a vain lot, us watch collectors. Now before you dispute that, mind you we’re equally vain, as one of you, for as we awaken to the first sip of coffee, each morning, we live and breathe watches. The odd thing is that we don’t need a watch, in our present times, to tell the time. There are a plethora of reasons why we ‘need’ them, which to an outsider, we seem like genetic mutations of humanity. Beings without logic but full of passion, beyond their understanding. Despite an occasional difference of opinion, the watch community – the brands, the media, the collectors, and enthusiasts alike, are tight knit. All for one and one for all. 

The Pink Dial ProjectThe biggest take away from 2020 is that every business needs to meaningfully give back to the planet we live on and the people in it. And that means those of us in the watch media too. That’s why the people behind Time+Tide, Fratello, Eye of Jewelry, Revolution, The Rake with their friend Eric Ku have created The Pink Dial Project. For 2021, a year filled with growing optimism they dedicated their efforts to raising funds for Breast Cancer treatment, research, and awareness. Pink is the color that symbolizes the fight against breast cancer. It is worn on ribbons, garments to show our solidarity in this battle against this disease especially in October which is Breast Cancer Awareness month.

The Pink Dial Project

The Pink Dial Project asked the leaders of their favorite brands to make a single “Pink Dial” prototype watch. What better than to have a model in their collection, the more badass the watch, the cooler it would be for it to wear a smoking hot pink dial as a badge of honor to show we are united in this fight against breast cancer. 

“These watches will be announced and editorialized across all our platforms in print, online and on social media” says Wei Koh – Founder of The Rake and Revolution. “All watches will then be auctioned online through the auction platform Loupe This, in October 2021. One hundred percent of the proceeds will be donated to the selected breast charities with full visibility of them receiving these funds posted online”. “We will select one breast cancer charity each in the United States, in the UK, in Singapore, in Holland, Switzerland and Australia, and split the funds raised equally amongst them” says Wei. “However, winners of each lot may also elect any recognized breast cancer charity in the world”.

The Pink Dial ProjectThe brands who have pledged so far, are Bamford, Bvlgari, Baltic, Chopard, IWC, Maximillian Büsser, Montblanc, Oris, Panerai, Piaget, Rado, Roger Dubuis, Sinn, TAG Heuer, and Zenith. 

The Pink Dial Project

“There are yet more brands we are in the midst of confirming what they would like to donate for the auction, but already we are overwhelmed by the outpouring of generosity we are witnessing from the industry” says Wei.

Coming from a family of watch enthusiasts and pioneers, Kari, as fondly identified by the watch-community, has been a part of this mystical world of horology for almost two decades now. From watch magazines to books to Internationally acclaimed watch shows, Kari has founded, initiated and pioneered various such endeavours.

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