Oversized watch brand Hublot has shown its support for the victims of Hurricane Sandy by announcing that it will donate 25% of the proceeds from all sales made in its US boutiques on Thursday to relief efforts.
The Swiss watch brand has seven own stores in the US, including boutiques in New York, Los Angeles, Las Vegas, Florida and Atlanta.
The charity initiative will no doubt double as an effective sales exercise for Hublot too, with patriotic US shoppers perhaps being persuaded to part with their cash for this one-day initiative. A statement from the brand read: "For those customers who have been eyeing their favorite Hublot timepiece, this is the perfect opportunity to make a difference."
Hublot chairman and chief executive Ricardo Guadalupe said: “So many lives have been severely impacted by this devastating storm and it’s our duty as human beings to offer support during this time of recovery. Our thoughts are with everyone working to rebuild their lives and communities.”
The Hurricane Sandy fundraising drive follows a major Hublot fundraiser in September that raised US$1 million (£630,000) for charity. The fundraiser, whic was supported by the World Boxing Council, raised the money by auctioning one-off Hublot watches dedicated to 12 legendary boxers – Mike Tyson, Sugar Ray Leonard, Lennox Lewis, Jeff Fenech, Larry Holmes, Tommy Hearns, Roberto Duran, Azumah Nelson, Julio Cesar Chavez, Oscar De La Hoya and George Foreman – all of who were at the event.