Watches for Tomorrow: Swiss Watchmaking Turns Orange for a Good Cause

What if, for once, watchmaking excellence were not about going it alone? That is the idea behind Watches for Tomorrow, which has set participating brands a challenge that is both simple and demanding: to create a unique timepiece around the theme “A Touch of Orange”.

A hand, an index, a stitch, an engraving or a discreet detail: each brand will be free to interpret the colour in its own way, while remaining true to its identity. The result will be presented as an ephemeral collection, brought together for a single auction before the watches leave for their new owners.

The initiative takes on a particular significance in an industry where rarity and exclusivity are major selling points. Here, uniqueness becomes a collective language. The project aims to demonstrate that competition between watch brands can also make room for shared creativity and solidarity.

On November 28 at 3pm, the Nouveau Musée in Bienne will host the auction in support of Terre des hommes. The public will also have another way to participate: a selection of vintage and contemporary watches donated by collectors will be offered at fixed prices.

After raising more than 73,000 Swiss francs during its first two editions, including more than 53,000 Swiss francs in 2025, Watches for Tomorrow is now aiming to reach the 100,000 Swiss francs mark. All proceeds will be donated to Terre des hommes to support its work on behalf of children around the world.