With one set of champions on the sidelines, Shinola was in a bind.
The Detroit-based brand had planned to launch its the Champ Detrola watch at the Summer Olympics opening ceremony. But with the Tokyo Games postponed until 2021, Shinola opted to honor some hometown heroes: healthcare workers battling the COVID-19 pandemic.
“We’re asking you, our community, to help us recognize the everyday champions in our lives who have risen to the challenge of this pandemic,” Shinola says on its website. “The games might be delayed, but we’re re-opening our factory to finish building this watch for the champions of summer 2020.”
All revenue generated by sales of the $395 watch will go to the Community Foundation for Southeast Michigan’s efforts to support healthcare workers.
Sales of the 500 limited-edition timepieces, scheduled to be available in late July, are expected to generate $197,500 for the foundation.
Other brands eager to help healthcare workers have donated bags and totes to nurses.
In April, Go Dash Dot gave its entire inventory of women’s bags to healthcare workers around the country and plans to give more away from its fall collection, according to BKReader.
Luggage brand Tumi sent 400 waist packs to workers at New York-Presbyterian Hospital this spring, according to the New York Post.
Go Dash Dot is also donating 10% of online sales to healthcare worker relief funds.