- QNET and Bernhard H. Mayer launched the Open Innovation Challenge, inviting MENA student designers to create watches inspired by Pink October and breast cancer awareness.
- Egyptian fashion design student Fatema Tarek El Sayed won with Velora, a watch design symbolising resilience, healing, hope, and transformation.
- The winning design will be developed into a Bernhard H. Mayer timepiece, with part of the sales proceeds supporting a breast cancer association in Egypt.
Exquisitely crafted classic watches symbolise style and sophistication that go beyond the test of time. But what if a timepiece could also help engage people, draw attention to important issues, and inspire action?
That was the idea behind the QNET × Bernhard H. Mayer Open Innovation Challenge, which invited young designers across the Middle East and North Africa (MENA) region to design a watch inspired by Pink October and its global mission to raise awareness for breast cancer and its prevention.
Turning Creativity into Meaningful Design
The MENA region is known for its rich design heritage, rooted in centuries of history, cultural expression, and tradition. Design, here, has also served as a marker of identity and a driver of social movements.
Today, a new generation of talent is building on that legacy and reshaping the landscape by innovating, exploring bold ideas and perspectives, and emphasising a deeper sense of purpose in their work.
Against this backdrop, QNET, through our Swiss luxury watch and jewellery brand Bernhard H. Mayer, partnered with leading universities across the region to give student designers the opportunity to turn the region’s inherent creativity into something meaningful.
The mission? To create a watch that not only aligned with Bernhard H. Mayer’s 155-year legacy of craftsmanship, heritage and purpose but also embodied hope, courage and strength in solidarity with all those affected by breast cancer.
From Conception to Reality
Turning this idea into a timepiece, however, was not simply about coming up with a good concept. The student designers also had to balance their vision with the practical requirements of creating a timepiece that could actually be produced.
The brief called for a women’s watch capturing the Pink October theme in a 36 mm stainless steel case, with a stainless steel or vegan leather strap, and standard hour, minute, and second functions. Diamonds or precious metals were also off the table. Within those boundaries, designers had to find a way to express elegance, empowerment, and originality.
Students were not simply tasked with illustrating a concept, but with translating their vision into a watch that could be brought to life as an authentic Bernhard H. Mayer timepiece while still carrying a meaningful message.
A distinguished jury, bringing together expertise from across the Swiss watch industry, evaluated every submission with professional rigour and a shared appreciation for creative excellence.
They looked beyond visual appeal to consider originality, craftsmanship, technical feasibility, and the story behind each watch concept. Their collective expertise helped identify the designs that best balanced creative vision, watchmaking potential and the purpose at the heart of the challenge.
In the end, five designers — Fatema Tarek El Sayed (Egypt), Marwa Afare (Morocco), Jood Laith Deab (Iraq), Safia Agouzouk (Morocco) and Salma Khalad (Morocco) — were selected as finalists, with one design in particular standing out.
Velora: A Design Inspired by Strength
Inspired by the metamorphosis of a moth emerging from its cocoon, Velora by Fatema Tarek El Sayed beautifully captures the idea of strength through transformation.
From the name, which draws from the words “veil” and “valour”, to the soft curves and layered details, it is clear that the fashion design student at October University for Modern Sciences and Arts (MSA) in Egypt set out to create a watch that expresses something deeply personal — the idea of healing, rebirth and resilience amid adversity.
Fatema explains that she saw the design as reflecting the journey of women who have faced breast cancer, encompassing the difficult stages, the vulnerability, the uncertainty, and ultimately, the strength that can emerge through such an experience.
She adds: “When I entered this competition, I saw it as an opportunity to challenge myself and explore something beyond what I would normally design. What I didn’t realise at the beginning was how deeply I would connect with the project and the meaning behind it.”
The watch itself, meanwhile, is nothing short of stunning. With a rose-gold case, a textured blush dial featuring a moth motif, Roman numerals, and a pink leather strap, the timepiece is an impeccably crafted statement for Pink October.
But more than that, Velora embodies the spirit of the challenge and proves the power of creativity and purpose-driven design.
As Fatema puts it: “What I’m most proud of is how this project changed the way I see design. It taught me that design can communicate something far beyond its appearance. It can carry a message, create an emotional connection, and give meaning to experiences of resilience, transformation, and hope.”
Now, not only will the design be brought to life as an authentic Bernhard H. Mayer timepiece, but Fatema will also get to travel to Biel/Bienne, Switzerland, the heart of horology, to explore the craftsmanship and expertise behind every Bernhard H. Mayer creation.
A portion of the proceeds from watch sales will also support a local breast cancer association in Fatema’s home country of Egypt.
From Awareness to Action
Beyond nurturing young design talent, the QNET × Bernhard H. Mayer Open Innovation Challenge reflects a wider purpose: it seeks to honour those affected by breast cancer, celebrate survivors, and contribute to broader conversations about awareness, support, and empowerment.
It also mirrors QNET’s founding philosophy of RYTHM — Raise Yourself To Help Mankind — centred on the idea that true success involves empowering oneself to make a difference in the lives of others.
This is also captured in Bernhard H. Mayer’s belief that true luxury is timeless; not only in design, but also in purpose.
In fact, this is exactly what the initiative’s recognition at the Middle East & Northern Stevie® Awards 2026 — where it won two Bronze awards for Most Innovative Social Impact and Innovative Achievement in Corporate Social Responsibility — demonstrates.
Essentially, the QNET × Bernhard H. Mayer Open Innovation Challenge shows that beyond creating something beautiful, design, when guided by purpose, empowers human creativity to become a force for good.
FAQs
What is the Bernhard H. Mayer Open Innovation Challenge?
The Open Innovation Challenge is QNET and Bernhard H. Mayer’s initiative that invites young designers to create meaningful watch designs inspired by social causes. Its Pink October edition focused on raising awareness of breast cancer through purposeful design.
Which countries participated in the Bernhard H. Mayer Open Innovation Challenge?
The challenge invited student designers from across MENA, including Egypt, Morocco, and Iraq, and five finalists represented these countries.
Who won the Bernhard H. Mayer Open Innovation Challenge?
Fatema Tarek El Sayed, a fashion design student at October University for Modern Sciences and Arts (MSA) in Egypt, won the challenge with her watch concept, Velora.
What is Velora by Bernhard H. Mayer?
Velora is a women’s watch design inspired by a moth emerging from its cocoon. Created by Fatema Tarek El Sayed for Pink October, it symbolises healing, resilience, rebirth and strength through transformation. The design will be adapted for production by the Bernhard H. Mayer team.
How can design create social impact?
Design can raise awareness of important issues, communicate meaningful messages and inspire action. Through the Open Innovation Challenge, the winning watch supports breast cancer awareness, with a portion of sales proceeds going to a breast cancer association in the winner’s home country.
