Shinola had planned to launch its Champ collection of watches at the time of this summer’s Olympic Games in Tokyo.
But with the sporting spectacle postponed until next year, the Detroit-based watchmaker was forced to rethink what to do with watches designed to celebrate outstanding human achievement.
A couple of lock down zoom calls later and the answer was obvious: the Champ should reward the heroism of our healthcare heroes throughout the Covid-19 pandemic.
“The real champs are hard at work fighting the most unprecedented pandemic of our lifetime all over the country and in our hard-hit hometown of Detroit,” Shinola says.
Sales of the Champ watch will contribute to a donation to the Community Foundation for Southeast Michigan (CFSEM), which supports healthcare on the front lines of the COVID-19 crisis.
Shinola has pledged to donate $197,500.
The $395 watch, limited to 500 pieces, went on pre-sale last week with deliveries expected in July.
The watches have red, gold, blue, green and black dials and cream colored 43mm resin cases housing Argonite 705 movements.