Sequel A.G., the maker and world-wide distributor of Guess and Guess collection watches, has launched a new global charitable program, called “Faces to Watch – Time to Give.” This is “an opportunity to expand upon all of the positive elements that have made our company [parent firm Callanen International, owned by the Timex Group] and our brands respected around the world.” said Cindy Livingston, Sequel’s president and chief executive officer.

“Faces to Watch – Time to Give” each year will select a different charity to support, one involved with the health, education, and welfare of children around the world.

The first, this year, is Safe House Ethiopia, founded in 2006 to help street children of the city of Addis Ababa, They customarily quit school by second grade to help support their families by begging on the streets for up to 12 hours a day. At Safe House Ethiopia, 100 children from 4 to 17 years of age (90 percent girls) have a refuge where they’re fed, clothed, and tutored and get direct financial support for their families so the children can attend school.

“Sponsoring Safe House Ethiopia is all about emotionally and spiritually giving back to those less fortunate, and allowing our employees and partners around the world to connect to a child, save a life, and make a difference,” said Livingston.

The 2007 goal of Sequel, its employees, distributors, and supporters is to raise funds for a permanent gated compound in Addis Ababa for Safe House Ethiopia, for up to 300 children, and to provide many sponsorships. Sequel is aiming for $1.5 million by year’s end. As part of the fund- raising, Guess Watches will launch a limited-edition Time to Give watch (inspired by its African “On the Wild Side” fashion theme) for fall 2007. Part of the proceeds will go directly to the Safe House Ethiopia project.

Founded in January, Sequel A.G. is headquartered in Zug, Switzerland, with offices in Norwalk, Conn. It designs, manufactures, markets, and distributes Guess and Gc watches.