James Henderson hopes his new watch line, 3thirty3, will spur the timepiece industry to make a more positive impact worldwide. The Santa Barbara business donates 33.3 percent of the retail price of a watch directly to nonprofit organizations, directly affecting efforts to stop poaching, better drinking water, and build schools in Africa.
After working in the watch business for almost a decade and hosting annual charitable fundraisers, Henderson realized he wanted to do more. “Getting 500 companies once a year to support a cause is a small impact,” he said. “Getting everyone organized on one cause makes a larger, more successful impact.”
So instead of focusing on events, Henderson created a brand to provide substantial donations with every purchase. “Other companies like TOMS Shoes have [charity] actually built into their business plan,” he said. “I work in the watch industry, so I know where to get it made, how to do it, and how much it will cost. I know what the markup is, so I can have a smaller margin and still give a sizable donation.”