Announcing Our 2021 Charity Effort, The Pink Dial Project

Following up on Time+Tide Watches’ Australian Bushfire charity auction, which raised over 200 thousand Australian dollars and Revolution & The Rake’s Covid Solidarity auction, which raised over 280 thousand US dollars, both in 2020, we realize that we can do more to benefit society. We wanted to thank all the brands that contributed so generously to both auctions as their success was down to you.

The biggest take away from 2020 is that every business needs to meaningfully give back to the planet we live on and the people in it. And that means those of us in the watch media too. That’s why the people behind Time+Tide, Fratello, Eye of Jewelry, Revolution, The Rake with our friend Eric Ku have created, The Pink Dial Project.

Founder of Time+Tide, Andrew Mcutchen (Image: timeandtidewatches.com)

Founder of The Eye of Jewelry, Eleonor Picciotto (©Revolution)

Founder of Fratello Watches, Robert-Jan Broer (Image: acollectedman.com)

For 2021, a year filled with growing optimism we would like to dedicate our efforts to raising funds for Breast Cancer treatment, research and awareness. Pink is the color that symbolizes the fight against breast cancer. It is worn on ribbons, garments to show our solidarity in this battle against this disease especially in October which is Breast Cancer Awareness month.

As such we have asked the leaders of our favorite brands to make a single “Pink Dial” prototype watch. We explained that it could be any model in their collection but for us the more badass the watch, the cooler it would be for it to wear a smoking hot pink dial as a badge of honor to show we are united in this fight against breast cancer.

These watches will be announced and editorialized across all our platforms in print, online and on social media. All watches will then be auctioned online through the auction platform Loupe This in October 2021. One hundred percent of the proceeds will be donated to the selected breast charities with full visibility of them receiving these funds posted online.

We will select one breast cancer charity each in the United States, in the UK, in Singapore, in Holland, Switzerland and Australia, and split the funds raised equally amongst them. However, winners of each lot may also elect any recognized breast cancer charity in the world.

Together we can rock 2021 from a horological but also an ethical perspective.

Wei Koh
Founder of The Rake and Revolution

Here’s a taste of the list of participating brands thus far and a few early renderings of their unique pieces that will form the catalog.

BAMFORD
BVLGARI
BALTIC
CHOPARD
IWC
MAXIMILIAN B SSER
MONTBLANC
ORIS
PANERAI
PIAGET
RADO
ROGER DUBUIS
SINN
TAG HEUER
ZENITH

There are yet more brands we are in the midst of confirming what they would like to donate for the auction, but already we are overwhelmed by the outpouring of generosity we are witnessing from the industry.

For those would like to speak with us about contributing to the auction, please write to Sumit from the Revolution team at, [email protected]