From clothing to supermarket shelves, throughout October you might notice that many products take on a pink hue to raise awareness and funds as part of Breast Cancer Awareness Month. And this even extends to the world of luxury watchmaking, as some of the industry’s top names come together for a charity auction presented by Revolution.

The Pink Dial Project invites brands to create one-off timepieces characterised by their colourful dial – the bolder the better – to go under the (virtual) hammer in aid of the Union of International Cancer Control. The week-long auction commences on 25 October via Loupe This, an online auction platform. 

The diverse range of companies involved demonstrates the proactive support behind the cause. While powerhouses such as Montblanc, IWC, Panerai, Bulgari and more are well represented, there’s also plenty of gems to be found from smaller, independent watchmakers too.  

Leaning into the feminine nature of the shade are brands including Longines, which has taken a classic model from its Record line and dialled up the glamour with a diamond bezel and pink alligator strap. Piaget is also set to dazzle with its Limelight Gala, here resplendent with pink sapphires and diamonds that dramatically sweep around the dial.

Showcasing the sheer versatility of the colour are models such as TAG Heuer’s Aquaracer Professional 300 and Zenith’s Chronomaster Revival A3818, the bold dial adding an eye-catching edge to these steel sports watches. Meanwhile, others have opted for a more avant-garde canvas, with MB&F choosing the space-age M.A.D.1 to reveal bold flashes of the shade through its skeletonised dial.

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