MANILA, Philippines – Swatch Philippines on Sunday launched a collection of limited edition Cory Aquino tribute wrist watches in honor of Asia’s democracy icon, who died August 1, 2009.

The watches were launched at the Ayala Museum, on the eve of what would have been the late former president’s 77th birthday (January 25).

Along with signature wrist watches, the company unveiled a giant Cory Aquino Swatch that stands 24 feet high against a large metal casing.

The giant watch is displayed at the museum’s front plaza along Makati Avenue.

The area is just a stone’s throw away from Ayala Avenue, the historic site of the 1980s “confetti revolution” that helped propel Aquino to power and one of the areas where her funeral convoy passed 20 years later.

“This is the expression of the love and admiration that [the Ayalas] have for my mother. How can we not be touched?” said Sen. Benigno “Noynoy” Aquino III in an interview with abs-cbnNEWs.com/Newsbreak.

Noynoy, Cory’s only son, said he interrupted his presidential campaign plans to attend the Cory Swatch launch.

The Cory tribute watch project was initiated by Swatch Philippines, led by Gift Gate president and Cory supporter Virgie Ramos.

Ramos owns the rights to distribute Swatch watches in the Philippines.

The idea was immediately approved by the Swatch Group based in Switzerland, who recognized Aquino as an international icon and a so-called “mother of democracy.”

Collector’s item

There are only 801 sets of Cory Aquino tribute watches in the world. They cost P8,100 for each set.

The numbers 8 and 1 stand for August 1, the day when Cory died of colon cancer. Original Swatch watches usually cost around P3,000 to P7,000.

The Cory Swatch set includes 2 watches, one of which is tagged with a serial number, encased in a picture book called “A Woman Dressed in Sunshine” written by Makati City Rep. Teodoro “Teddy Boy” Locsin, who served as Cory Aquino’s presidential spokesman and speechwriter.

At the back of the book is a stylized copy of a letter written by one of the country’s richest businessmen, Don Jaime Zobel de Ayala, the day after the former president died.

The two watches vary in design. One has a lemon yellow watch face with a steel watch dial, while the other has a black watch face printed with a yellow sun.

Both, however, have yellow and black straps printed with a shower of yellow ribbons and the faces of Ninoy and Cory Aquino.

The watch straps also bear the words “Ipagpapatuloy Ko!” in bold black letters.

Almost sold out

Swatch Philippines brought 150 wrist watch sets to the launch, which was attended by Aquino’s family, friends and supporters.

The watches were sold out in the first few hours, mostly to members of high society.

All of the proceeds reportedly go to the Benigno S. Aquino Jr. Foundation’s scholarship fund.

James Locsin, Swatch Philippines Brand Manager, said all 801 sets are close to being sold out. The watches are available upon reservation at any Swatch store or kiosk nationwide.

“The response has been great,” he said.

“But I don’t know if the company will design more Cory watches. Swatch made 801 sets and that’s that,” Locsin said.

The first set was presented to Aquino’s eldest daughter Ballsy Aquino-Cruz. Her siblings, Pinky Aquino-Abellada and Viel Aquino-Dee, later sported their own yellow Swatch watches.

Swatch often makes commemorative wrist watches in honor of special people and special occasions.

The last one they designed was 10 years ago for the Philippine Centennial celebrations, during the administration of former president Joseph Estrada.

‘Never forget’

Don Jaime Zobel de Ayala, who helped design the Cory Aquino tribute watches, said in his keynote speech that the watches are as special as the woman they honor.

The former Ayala Corporation CEO, whose family supported the Aquinos towards the end of Martial Law, said he was inspired by Cory’s legacy of uniting Filipinos after the Marcos dictatorship.

Ayala said he panicked at first when he received a call from Ramos asking him to design a Cory Swatch. “How does one put a heroic life into a watch?” he said.

Upon the encouragement of his wife Bea, Ayala wrote a brief but poignant letter to Cory. The letter became the inspiration for the Cory tribute watch designs.

“Today, in a small but important Swatch watch, Cory becomes alive again. We must all remember not to forget,” he said.

Ayala helped design the Centennial Swatch watch (or Philippines Watch) in 1998. The company thought it was fitting that he would again design a watch, this time for Cory.

In her speech, Ballsy Aquino-Cruz said the Swatch watches and its pristine packaging showed how these were made by “friends who reserved a special place for Cory in their hearts.”

“Perhaps this is what the Swatch watch is meant to be -- a means of immortalizing friendships and shared values that have stood the test of time,” Cruz said.

Aquino’s supporters also agree that the luxury timepiece is a fitting tribute for a timeless icon. Photos by Kristine Servando, abs-cbnNEWS.com/Newsbreak.