Bulova’s New Watch Brings Awareness to Cervical Cancer

WatchesDec 20, 2017

Bulova’s New Watch Brings Awareness to Cervical Cancer

It pays tribute to “Lady Ganga,” a woman who set a world record in an effort to draw attention to the disease.

This new timepiece from Bulova will help raise funds for the American Cancer Society, while bringing awareness to cervical cancer.

New York--Bulova has created a watch in honor of “Lady Ganga,” a woman who set a world record for stand-up paddle boarding to raise awareness for cervical cancer. 

The New York-based watchmaker partnered with the Global Film Fund and the American Cancer Society to launch its new watch design, which takes its inspiration from Michele Baldwin, a 45-year-old mother of three who wanted to bring awareness to the disease after being diagnosed with late-stage cervical cancer. Cervical cancer kills more than 270,000 women each year.

The award-winning short documentary, “Lady Ganga: Nilza’s Story,” which was supported by Global Film Fund and directed by Frederic Lumiere, recounts Baldwin’s story. She traveled to India and broke a world record by stand-up paddle boarding more than 700 miles down the Ganges River to raise awareness for her disease.

While Baldwin did not survive cervical cancer, her trip down the Ganges inspired many women to get screened, including a woman named Nilza, who survived in great part because her screening caught the disease early.

The Lady Ganga watch features this dynamic case back. Bulova’s special edition “Lady Ganga” watch honors Michele Baldwin, and is part of Bulova’s recently launched women’s collection called “Rubaiyat.”

The watch’s stainless steel case is rose gold in color and features a blue spinel cabochon crown at the 12 o’clock position. The silver-white dial is hand-set with eight diamonds. The watch strap is brown leather, edged with teal.

The timepiece features an arresting depiction of Baldwin, a/k/a Lady Ganga on the case back, in the form of a dye-struck etching.

For every watch sold Bulova will donate 10 percent of proceeds to the American Cancer Society.

“Michele Baldwin’s story is truly inspiring and organically aligns with Bulova’s passion to support and empower femininity,” said Robert Christiano, executive vice president of marketing at Bulova.

“The special edition ‘Lady Ganga’ timepiece from our latest Rubaiyat collection pays homage to women everywhere, as the collection itself is the reinvention of our first-ever woman’s timepiece that was launched over a century ago.”

“Lady Ganga: Nilza’s Story” can be viewed online at

Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

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