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Bulova Partners with the American Cancer Society
 and the Global Film Fund to Launch Rubaiyat ‘Lady Ganga’ Special Edition Timepiece Supporting Cervical Cancer Awareness Initiatives




(PRESS RELEASE) NEW YORK — Bulova announced its collaboration with the American Cancer Society and the Global Film Fund to celebrate the inspiring story of Lady Ganga. Through the unveiling of a new Rubaiyat Special Edition ‘Lady Ganga’ timepiece, Bulova looks to support cervical cancer awareness to help in the fight against cervical cancer. 

When Michele Baldwin, a 45-year-old mother of three was diagnosed with late-stage cervical cancer, a disease that takes the life of more than 270,000 women worldwide every year, she took this as a call to action. She traveled to India to stand-up paddleboard more than 700 miles down the Ganges River, spreading awareness about this disease that would eventually kill her, and breaking a world record in the process. In the Global Film Fund-supported, award-winning short documentary, “Lady Ganga: Nilza’s Story,” directed Frederic Lumiere, you can follow Michele’s journey and see how her story inspired some of the world’s most vulnerable women to get screened for cervical cancer, including a mother named Nilza, whose life was spared, thanks in great part to Lady Ganga. This inspirational film is free for all to watch, subtitled in more than a dozen languages at 

Michele and Nilza’s incredible story inspired the brands to support this worthy cause and join this worldwide movement to eliminate cervical cancer: #LADYGANGA. 

The Special Edition ‘Lady Ganga’ timepiece stems from the recently launched women’s Rubaiyat Collection featuring a rose gold-tone stainless steel case and blue spinel cabochon crown at the 12 o’clock position. The piece holds eight diamonds individually hand set on a textured silver-white dial with curved sapphire crystal. The watch is complete with a brown leather strap lined in teal, with a dynamic dye-struck custom ‘Lady Ganga’ case back. 

“Michelle Baldwin’s story is truly inspiring and organically aligns with Bulova’s passion to support and empower femininity,” says Robert Christiano, EVP Marketing at Bulova. “The Special Edition ‘Lady Ganga’ timepiece from our latest Rubaiyat collection pays homage to women everywhere, as the collection itself is the reinvention of our first-ever woman’s timepiece that was launched over a century ago.” 

Bulova will make a 10% contribution to the American Cancer Society – a leader in the mission to end cervical cancer – with every purchase of the ‘Lady Ganga’ Special Edition timepiece. The brand hopes to help save lives, ensure quality of care for all, and support essential research that furthers the fight against cervical cancer. 


To learn more about Michele’s Journey visit or 

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