Century Times unveils Lord Venkateswara watches

Swiss luxury watchmaker Century Times has unveiled

a limited edition of wrist watches with Lord Venkateswara's image engraved on them, each costing a whooping Rs 27 lakh. According to the company only 333 pieces, studded with precious gems, rubies, emeralds and diamonds, are available.

The new collection is also devoted to a noble cause. Every piece of the limited edition Lord Venkateswara watch sold globally will contribute a certain percentage of the sale proceeds to Balaji Institute of Surgery, Research and Rehabilitation for the Disabled (BIRRD), Asia’s largest charitable orthopaedic hospital. Located in Tirupati, it is run by Tirumala Tirupati Devasthanam (TTD).

However, certain sections of society and Lord Venkateswara's devotees have taken exception to the image being used in a commercial venture. TTD Executive Officer L V Subrahmanyam, who was present at the launch function, said the controversy and apprehensions are needless. Noting that the Lord's name and image is used by individuals out of devotion and also in commercial ventures. He stressed that TTD will not be associated with things, which are profane.