Swatch stores will dedicate Oct. 11 sales to families of NYC firefighters and police

The Swatch Group US, the American division of the world’s largest watchmaking company, is offering its support to the families of the firefighters and police officers felled in the line of duty following the terrorist attacks on New York City on Sept. 11.

On Oct. 11, the proceeds of all sales in the 33 Swatch stores in the United States, and the Swatch e-commerce store ( www.swatch.com) will be donated to the New York City Police & Fire Widows and Children’s Benefit Fund. The fund is an organization that gives immediate disbursement to every family that loses someone, regardless of financial need, and continues their support with an annual disbursement.

“The valiant effort shown by the men and women [on Sept. 11] cannot be matches,” said Yann Garnard, chief executive officer of Swatch Group US. “By dedicating every dollar of every sale, we not only support their families, but strive to assist in the healing process, We hope Americans will take the opportunity to assist in that process.”

Visual displays announcing the project have been sent to all Swatch stores, and an ad alerting the consumers will appear in the Oct. 10 national edition of the New York Times.

The Swatch Group US is part of The Swatch Group of Switzerland, which makes and distributes 17 brands, and is also a world leader in microelectronics.