Watchmaker SevenFriday is raising money to help clear land mines in Laos by donating all of the proceeds from the sale of its M1/05 Freedom Off Series.
SevenFriday is proud of its commitment to being a global and community-centred brand that places enormous importance on social responsibility.
The brand, which is sold at Harrods, Selfridges, Chisholm Hunter, Frost of London and The Watch Gallery, has launched a campaign called #freetowalk that supports the work of Handicap International which clears land mines in the war-ravaged Laos.
Areas of Laos in South East Asia, which borders Vietnam, are still covered with unexploded bombs and landmines, more than 40 years after the end of the Vietnam war when it was heavily bombed and mined by the US military.
Civilians are still terrorised by contamination from land mines, cluster munitions and other explosive remnants of war. It is estimated up to 50 Laotians are killed every year.
SevenFriday has created a limited series of 100 Freedom Off watches that will be sold to raise money for Handicap International.
With every watch sold, the company will contribute enough money to fund the clearing of an area equivalent to four tennis courts.
“We aim to clear 82,000 square metres with our 100 watches,” says Mark Sutcliffe from MDS Time, which distributes SevenFriday in the UK.