The American Watch Guild has unveiled a project to raise $1 million for cancer research. The effort is expected to take about two years. The money will go to the Memorial Sloan-Kettering Cancer Center in New York City for research in four categories of cancer—breast, lung, prostate, and colon.

The project was announced July 27 in New York City by Ralph Destino, AWG chairman and former chairman of Cartier Inc., and Bert Kalisher, AWG manager, at the Concours d’Elegance pavilion of watches, managed by the AWG at the summer Jewelers of America show.

The project initially will involve AWG’s 240-plus retail jeweler members, who sell fine watches, and the 90 member watch companies and suppliers. However, AWG officials hope the project will expand to involve other U.S. jewelers and jewelry organizations.

According to the plan, AWG retail jewelers will offer free watch checkups to consumers and then, in lieu of payment, encourage them to make a donation to the cancer center. AWG will provide brochures with attached envelopes consumers can use to mail contributions to Sloan-Kettering. Watch companies in this year’s Concours d’Elegance have already donated $77,000, said AWG officials..

For more information, contact the American Watch Guild at 257 Adams Lane, Hewlett, NY 11557; (516) 295-2516.