Jood Laith Deab
Iraq
Open Innovation Challenge
IN SUPPORT OF
BREAST CANCER AWARENESS
Empowering the Next Generation of Designers
The Middle East and North Africa region is known for its rich design heritage that seamlessly blends history and modernity through intricate craftmanship, architectural intelligence, and vibrant dynamism. Over centuries, these design traditions have adapted to changing times without losing the distinct core that defines them.
Today, a new wave of talent has been reshaping the creative landscape, defined by bold ideas and cutting-edge innovation, and fuelled by a strong desire to bring their cultural identity and ingenuity to the global stage.
At the same time, the region’s evolving creative landscape is increasingly shaped by a deeper sense of purpose, with designers using their talents not only to create beautiful work but also to inspire meaningful conversations and positive change.
Design as the
Driver of Change
Across the region, conversations around women’s health and well-being are gaining momentum, with growing efforts to raise awareness for breast cancer and the importance of early detection and support.
Pink October has become a powerful platform for this advocacy, bringing individuals, organisations, and communities together in solidarity with those affected by breast cancer. Beyond raising awareness, the movement encourages open conversations, promotes education, and highlights the importance of standing with patients, survivors, and their families.
Design plays a vital role in this movement, translating ideas into visual narratives that engage, connect, and inspire action.
Crafting Purpose
with Lasting Impact
Bernhard H. Mayer’s legacy of craftsmanship is built on heritage and purpose, shaped by a belief that design carries the power to inspire, connect, and create meaningful impact.
This year, that belief takes on a special purpose. Through the Open Innovation Challenge, young designers are invited to support the global movement for breast cancer awareness by creating a timepiece that reflects hope, courage, resilience, and strength.
We want to use this platform to both showcase the region’s creativity and a to honour those affected by breast cancer, celebrate survivors, and contribute to a broader conversation about awareness, support, and empowerment.
At Bernhard H. Mayer®, we believe true luxury is timeless — not just in design, but in purpose. This initiative empowers young creatives to craft beauty that makes a difference, showing that compassion can be our greatest form of art.
Bernhard H. Mayer
THE CHALLENGE
Dare to Design.
Create with Heart.
Bernhard H. Mayer is championing the next generation of MENA designers by turning regional creativity into a global opportunity.
This challenge invites students from partner universities in Egypt, Morocco, and Iraq to design a unique timepiece for Pink October.
THE MISSION
To create a watch that embodies hope, courage and strength in solidarity with those affected by breast cancer.
Design GUIDELINES
The creation should reflect elegance, empowerment, and originality.
STYLE
Women’s Watch
MATERIALS
- Case, crown & buckle: Stainless steel or yellow-gold plated stainless steel
- Case diameter: 36 mm (round)
- Dial: Stainless steel plate
- Strap: Stainless steel or vegan leatheR
- Functions: Hour, minute, second
NOTES
- No diamonds or precious metals for decoration
- The winning design will be adapted by the Bernhard H. Mayer® design team for production
MATERIALS
- Case, crown & buckle: Stainless steel or yellow-gold plated stainless steel
- Case diameter: 36 mm (round)
- Dial: Stainless steel plate
- Strap: Stainless steel or vegan leatheR
- Functions: Hour, minute, second
Participating Universities
For our students, this collaboration is far more than a design exercise; it offers a chance to connect creative thinking with a cause that matters and experience how design can carry a message of empathy and hope. We are proud to see Egyptian creativity join a regional dialogue led by such an inspiring brand.
Prof. Dr. Tarek Saleh
Dean of Arts and Design
October University for Modern Sciences and Arts (MSA)
WHAT AWAITS
A Winning Experience
The winning design will be brought to life as an authentic Bernhard H. Mayer watch.
The winner will travel to Biel, Switzerland, the heart of horology, to learn from the brand’s leading craftsmen.
A portion of the proceeds from the watch sales will go to a breast cancer association in the winner’s home country.
The winning design will be brought to life as an authentic Bernhard H. Mayer watch.
The winner will travel to Biel, Switzerland, the heart of horology, to learn from the brand’s leading craftsmen.
A portion of the proceeds from the watch sales will go to a breast cancer association in the winner’s home country.
Meet The Jury
Our distinguished panel from the heart of the Swiss watch industry has evaluated every submission with professional rigour, celebrating excellence in technical precision and creative design.
An industry expert and consultant, Xavier Markl developed a passion for mechanical watches while working at Cartier and later Girard-Perregaux. What began as a professional necessity soon evolved into a true horological obsession. Drawn to the beauty of finely decorated movements and exquisitely crafted dials, he also writes for MONOCHROME WATCHES—one of the most widely read online watch magazines—to indulge his enduring fascination with watchmaking.
Rossella is a Swiss watch designer. She received her education at the School of Applied Arts in La Chaux-de-Fonds, where she specialized in watch and jewelry design. She subsequently joined RODOLPHEDESIGN SA, where she progressed to the position of Creative Director in 2020. In this capacity, she contributes to the development of design projects for a range of brands and is actively involved in the strategic direction of the studio, of which she is also a co-owner. Rossella is part of a new generation of designers exploring the intersection of Swiss watchmaking tradition and contemporary design.
Dario Ratti is an independent watchmaker and instructor, specialized in restoration and watch complications. With experience in renowned Maisons such as Omega and Audemars Piguet, he combines precision with strong teaching skills. Passionate about his craft, he divides his time between his Atelier, training and consulting.
Alexandra fell in love with the Swiss watch industry at the age of 21 when she had the opportunity to start her professional career at Tag Heuer. Since then, she has had the privilege of working with numerous brands, including Gucci, Boucheron, YSL, Cartier, Swatch Group, and others. Alexandra joined Montres CIMIER SA in 2014, and since 2018 she has been managing this company alongside a motivated and hardworking team.
The FINALISTS
Safia Agouzoul
Morocco
Salma Khalad
Morocco
Fatema Tarek El Sayed
Egypt
Marwa Afare
Morocco
COMING SOON
