Video featuring the watch and Laureus Sport for Good Foundation The special-edition watch is the eighth annual edition and has stainless steel bears for the engraving. The theme of the drawing contest was time to play and the winning picture features several kids in a winter scene.Also, the watch has a blue dial finish, the color of hope for the Laureus Sport for Good Foundation. It features 38 jewels and a black alligator leather strap.One thousand watches were made for the edition and are being sold for $13,200.
Active philanthropy Engaging younger generations through design promotes a brand to future consumers and offers an opportunity to engage positively with the public.Other watch brands have taken the opportunity to connect with the youth to help them raise awareness.For example, Swiss watchmaker Breitling was looking to increase the awareness of its Breitling Scholars program and raise funds for education through the auction of a collectible timepiece.The watchmaker auctioned the first model of its limited-edition Naval Centennial Airwolf watch, of which only 500 were produced. The Breitling Scholars funds benefited the National Flight, which encourages science, math, engineering and technology education (
see story).Similarly, Italian fashion house Versace touted the design process behind its watches by hosting a student competition called Versace Watch Talent.The label’s Swiss watches were produced through a licensing agreement with Timex Group that began in 2004. By asking students at Swiss horological university École d’Arts Appliqués de La Chaux-de-Fond to reinterpret its designs, Versace could generate awareness of its brand, watches and craftsmanship (
see story).The nature of competition mixed with a special-edition watch and the benefits that cycle back to children create a positive depiction of the brand."IWC Schaffhausen doesn't want to reach children," Mr. Ries said. "They want to reach parents."Actually that is a very good idea," he said. "Most parents would be more interested in a contest for their children than they would be in a contest for older people."As a general principle, you can be more effective reaching parents by focusing your marketing programs on their children."
Final Take Nancy Buckley, editorial assistant on Luxury Daily, New York