1Face watches target buyers who make time for a good cause

At a time when consumers’ new idea of a watch is more computer than timepiece, one Chicago-area firm continues to bet its charity-minded product has a market.

1Face, a brand owned by product design firm Mirza Minds, offers a line of affordable watches in a number of styles and finishes. A portion of the proceeds from the watch sales benefit charities including the British Columbia Society for the Prevention of Cruelty to Animals, the National Breast Cancer Foundation and Pencils of Promise.

Since launching in 2012, the company has sold 150,000 to 175,000 units and donated up to $500,000 to charity partners, said Ralphie Lega, who oversees the 1Face brand. He said the brand this year celebrated affecting 1 million lives.

“Our whole mission is to help change the world by connecting these stylish, cool watches with causes,” Lega said.

People can buy $40 basic digital watches that come in eight colors, each associated with a cause. The company says 25 to 35 percent of the purchase price goes to charity partners. On its website, the company describes the impact of each purchase. For example, one red watch helps provide treatment for four AIDS patients, one silver watch helps feed 10 people, and nine pink watches help pay for one mammogram.

Last week, 1Face introduced a full touch screen version that goes for $99. The new design has the same oversized, rounded-square face, digital display and silicone band. But unlike the cheaper version, there are no buttons, and customers can choose from a more mature selection of colors: black and silver, black and gold, and white and rose gold. Lega said the new design targets those who desire more sophistication.

“They like the simpler look, not the brighter colors,” Lega said. It’s an elegant design “that can pair with sweatpants and a hoodie but also a well-cut, tailored suit.”

Another difference: With the touch screen watches, consumers can select three charities they would like to support, instead of being tied to one based on their color choice. Lega declined to say how much is donated from each touchscreen watch sale but said more is donated per watch than from each basic watch sale.

Next up, 1Face plans to introduce its first analog watch, M, which will come with the option for silver or 18-karat gold casing.

The original watches have a “younger, more hipster vibe,” Lega said. With M, 1Face hopes to attract an older demographic, the “people growing out of the silicone watch phase of their lives.”

Sandra Miniutti, vice president for Charity Navigator, said the model of for-profit companies donating a portion of their proceeds has been around for decades. She said 1Face probably resonates with consumers who want to have a choice in which charity their purchase supports.

“People want to give to their favorite charity, not necessarily the one the corporation picks,” Miniutti said. “It can be a very compelling marketing strategy to align themselves with nonprofits.”

But she cautioned customers to challenge brands, including 1Face, for more transparency on their donations. That’s because consumers may not realize how little an impact their purchase makes. For example, if a consumer who usually donates $100 a year to cancer research instead buys a $99 watch, he or she may not realize that just a few dollars of that donation could be supporting the cause.

Miniutti said such purchases can complement direct donations and that recognizable products could benefit causes by promoting awareness.

“It can be really powerful when it’s done right,” Miniutti said.

This story was originally published October 28, 2015 at 4:01 PM with the headline "1Face watches target buyers who make time for a good cause."