Popular as a talisman, Tirumala’s Lord Venkateswara has been a favourite of people wearing auspicious rings on their fingers, but no one has ever thought of incorporating the divine image into a wrist watch. Now, that’s being done.
Swiss luxury watchmaker Century and Rodeo Drive made a global launch of a limited edition of wristwatches with an image of Lord Venkateswara last week.
The watch, priced at Rs 27 lakh a piece, is made with 18-carat gold and is studded with diamonds and rubies. It was launched amidst protests by VHP and Bajrang Dal activists who opposed use of the Lord’s image on a commercial product. But their protest was brushed aside by the watchmakers who termed it their social responsibility to donate a part of the sale proceeds to the Tirumala Tirupati Devasthanams (TTD) for dharmik activities.
Company representatives met TTD executive officer (EO) L V Subramanyam and took his permission to use the Lord Venkateswara image on their watch dial. The EO appreciated the gesture which would spread ‘Sri Venkateswara Bhakti Cult’ even in the western countries. “The Swiss company was earlier involved in a similar noble gesture by manufacturing Mont Blanc pens with the image of Mahatma Gandhi and donated some percentage of their profit to Gandhian Trust,” TTD said in a press release.
“Pilgrims who want to carry the Lord to foreign shores and achieve success in their work can wear the watch. Let us not have too many apprehensions. The TTD will be discreet about whom to form an alliance with. The company approached us for a good alliance,” explained Subramanyam.
“We have received 16 orders so far and the delivery will take at least four months as each watch is handcrafted. Only 333 pieces will be made available worldwide. We do not want to be vocal about the donation being made by the company for a charity but are constrained to give a clarification as there are some misleading reports. We cannot confirm the percentage of donations being made towards it,” said Gowtham Udayshankar, director of marketing, Rodeo Drive Luxury Products.
In a press statement, the TTD said 33 per cent of the sale proceeds would be donated to the TTD-run Balaji Institute of Surgery, Research and Rehabilitation for the Disabled.
Sources said though there are no trademark restrictions the company took prior permission from TTD officials as they did not want any issues after launching it. “It is a global launch in Hyderabad. Subsequently, they will be launched in other cities including Chennai, Mumbai and Bangalore,” sources said.
The Sunday Standard