Sunday, September 29, 2013

Michael Kors launches new Runway watch under the brand’s WATCH HUNGER STOP campaign

Michael Kors recently announced the launch of two specially designed styles of its best-selling Runway watch as part of the brand’s WATCH HUNGER STOP campaign. For each watch sold, 100 children in a hunger-stricken area will receive a nutritious meal. The company recently announced a long-term partnership with the United Nations World Food Programme (WFP) dedicated to raising millions of dollars to help end world hunger. The multifaceted campaign features a number of awareness-focused efforts and fundraising products.

The two watches, named the “100 Series,” will be available in India this October exclusively at the  Michael Kors store in DLF Emporio, New Delhi. They will also be sold online and will retail for INR 19,795 . One watch features a gold-tone stainless steel case and bracelet with a turquoise dial. The other shares the same design details but is cast in a silver-tone stainless steel case and bracelet with a navy blue dial. Both watches have a detailed map of the world etched on the colorful dial, along with the words “100 Series.” Michael Kors’ signature is engraved on the back, as is the campaign name, WATCH HUNGER STOP, and the message “1 WATCH = 100 MEALS.” The unisex watches, available in mid-size and oversized styles, will be sold in specially designed packaging that highlights the aim to WATCH HUNGER STOP.

This is the brand’s first global, philanthropic initiative to offer a uniquely designed product, which is why the popular Runway watch was chosen as the conceptual starting point. “To make a significant impact, you need a great product as well as a great cause,” says designer Michael Kors. “I wanted to design something special and unique that I knew would have huge appeal to our customers, including our watch collectors. These are fabulous watches, designed and sold for an incredibly important cause. That’s the way it should work.”

The new partnership with WFP—the world’s largest humanitarian agency fighting hunger worldwide—is a significant milestone in Kors’ mission to eradicate hunger on both a local and global scale. In October 2012, Mr. Kors made a $5 million donation to God’s Love We Deliver, the New York-based non-profit organization that cooks and delivers individually tailored meals daily to people living with severe illnesses throughout New York City, Newark and Hudson County. This gift enabled the God’s Love We Deliver team to continue its life-affirming work and conduct a major renovation of its facility in SoHo, which will be renamed “The Michael Kors Building.” Following his contribution, Kors was honored with the 2012 Golden Heart Award for Lifetime Achievement at the Golden Heart Awards Dinner.