Love Through Design, Sanrio and Nooka are launching a limited edition ‘Nooka Zub Zirc 38’ watch on April 21^st 2013 designed by tokidoki. The unique time-piece is available for PRE-ORDER now via www.lovethroughdesign.com.

Designed by Simone Legno, the co-founder and creative director of tokidoki, the watch will be in aid of the Sanrio Foundation and EMERGENCY. The collection will be highly desirable and collectable with only 300 pieces being made worldwide – each retailing at 100.00GBP.

The exclusive ‘Nooka Zub Zirc 38’ watch is produced by US brand Nooka; founded by designer Matthew Waldman, Nooka produces a line of wristwatches and fashion accessories. Their ethos is to “believe in the power of universal languages, to increase understanding and enable diverse groups of people to work together.” The ‘Nooka Zub Zirc 38’, like every Nooka object, is designed with intention; it has the power of clarity, the power to reach the heart of everyone who interacts with it. Form, function, and emotion merge together to create a beautiful design. Nooka sees the whole world as inspiration; it absorbs energy from it and creates new forms. New technologies and materials inspire new interactions and ways of thinking.

The limited edition watch has been created to raise money for the Sanrio Foundation and EMERGENCY; Sanrio Foundation was established in 2010 with the mission to bring smiles to children around the world. Through product donations, Hello Kitty’s hospital visits and partnerships with International organizations, Sanrio Foundation is a true embodiment of Sanrio’s “small gift, big smile” philosophy.

Since November 2012, Sanrio Foundation supports the “right to be cured” with Emergency, the Italian NGO founded in 1994 to provide medical-surgical assistance to victims of war and poverty. Since its establishment, Emergency has worked in 16 Countries, building Surgical Centres, Rehabilitation Centres, Paediatric Clinics, First Aid Posts, Primary Health Clinics, a Maternity Centre and a Centre for Cardiac Surgery. Over 5 million people have received free, high quality health care.

Roberto Lanzi, Operating Officer of Sanrio says: “Sanrio Foundation is built upon community, friendship, and bringing happiness to the world. We are honoured to support the activities of Emergency and their culture of respect for human rights and helping others. We are also very pleased since this special project with Love Through Design and Nooka gives us the chance to work again with our great friend Simone Legno and for a great cause too!”

The limited edition collection of watches is adorned with cult brand tokidoki’s unique designs; tokidoki was co-founded in 2003 by designer Simone Legno. With its innovative line of apparel, handbags, cosmetics, accessories and more, tokidoki has built a worldwide following who have fallen in love with its larger-than-life characters and designs. The word tokidoki means ‘sometimes’ in Japanese; Legno, who has always had a deep love of Japan and fascination with world cultures, chose the word because he feels “everyone waits for moments that change one’s destiny, by chance or by meeting a new person. tokidoki is the hope, the hidden energy that everyone has inside, it gives us the strength to face a new day, and dream about something positive, and the hope that something magical will happen to us.”