Counterclockwise Timepieces

Fashion brands and charities working together is nothing new, but the Georg Jensen Ambush watches are definitely a new take on that old trick! The limited edition colourful pendant watches were designed by Japanese design collective Ambush and Danish luxury lifestyle label Georg Jensen to raise support and awareness for the victims of the recent earthquake in Japan. The watches feature a second hand that runs counterclockwise, which "symbolizes the desire of many to turn back time."

The pendant watches are limited to only 500 pieces, and the proceeds from each sale will go towards the Japanese Red Cross. While LiveStrong bracelets and other similar charity projects that capitalize on consumer trends may seem to have gone out of style, the Groge Jenesn Ambush watches have a timeless feel (so to speak).