Good Citizen: Buy A Watch and Help Kids in Need

Good Citizen: Buy A Watch and Help Kids in Need

From April 1st through June 30th a portion of online sales from Citizen and Bulova watches will go to support Jewelers For Children.

By Rhonda Riche

All across the world, there’s a growing movement called caremongering. Simply put, caremongering is the opposite of fearmongering. People want to reach out to help people in our communities, but it’s tricky when non-essential businesses are closed, and we’re trying to practice social distancing to help flatten the curve. So, we want even simple transactions, like buying a watch, to have added social value.

Take, for example, Citizen Watch America’s initiative called Big Hearts, Little Hands. Because the world keeps turning, students will still graduate, and couples will still get married. For these brides, grooms, and grads, watches still make a great gift to mark these important milestones, even if they can’t celebrate with a big ceremony. So why not make your purchased gift an investment in better society as well?


Founded in 1999 by U.S. jewelry industry with the mission of helping children in need, Jewelers For Children has donated nearly $57 million to help children who are the victim of catastrophic illness or life-threatening abuse and neglect. Yet, at this moment in history, most charitable organizations are finding themselves stretched to almost the breaking point. With schools being closed, medical facilities dealing with a pandemic, and families self-isolating, vulnerable children need a little extra love, now more than ever.

To make sure this next generation will also experience these important life events, the Big Hearts, Little Hands initiative is donating proceeds from each Citizen and Bulova watch sold on their respective e-commerce sites to Jewelers For Children.

From April 1st through June 30th, the company will donate 10 percent of proceeds from these online sales. According to the company’s press release, “To come through this challenging time even stronger than before, Citizen Watch America recognizes the importance of taking care of one another.”


Resources are scarce, but it’s vital to keep the children’s charities running smoothly. So, in addition to donating 10 percent of each Citizen and Bulova watch sold through e-commerce, Citizen Watch America is pledging a minimum donation of $10,000 to help support children in need and their families through trusted non-profits, such as St. Jude Children’s Research Hospital, Make-A-Wish® America, Elizabeth Glaser Pediatric AIDS Foundation, National CASA Association, and more.

“It is times like these that we must come together and give back to communities that are still in need of support,” said Jeffrey Cohen, President of Citizen Watch America. “We are proud to continue our dedication to Jewelers For Children and give back to the children and families that are looking for relief, especially now."

To learn more about Jewelers For Children, visit

To purchase a Bulova timepiece, visit the brand's website.

To purchase a Citizen timepiece, visit the brand's website

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