MILAN — To help mark its 125th anniversary next year, Bulgari is launching a charity campaign called Rewrite the Future with Save the Children, the world’s largest independent organization for the defense of children’s rights.

The goal is to provide quality education to eight million children living in conflict-affected areas by 2010. Bulgari’s aim is to raise 10 million euros, or $12.8 million at current exchange, by the end of 2009 that will be channeled into the campaign, which has already rebuilt schools, provided learning material and sheltered children from abuse.

This story first appeared in the October 31, 2008 issue of WWD. Subscribe Today.

“There aren’t that many luxury goods companies with a 125-year-old history so we wanted to communicate that aspect but at the same time wanted to underline the social responsibility Bulgari has. After some thought, we decided to join forces with Save the Children because it’s a very serious and international organization,” said Francesco Trapani, the firm’s chief executive officer and the father of four.

Bulgari will donate 1 million euros, or $1.2 million, up front to the campaign, with the balance deriving from special fund-raising projects. The first is an exclusive silver ring, engraved with the Bulgari and Save the Children logos, that pays homage to Sotirio Bulgari’s silversmith origins. The ring will be on sale from Feb. 1 to Dec. 31 in all 252 Bulgari stores worldwide, plus on the company’s U.S. Web site and in select department stores. About 20 percent of the $290 price tag will be donated to the campaign.

Celebrities who will support the cause include Julianne Moore, Benicio Del Toro, Sting, Ben Stiller, Andy Garcia, Valeria Golino and Willem Dafoe. They will participate in select events and take part in communication material, including videos and photos.

Other activities scheduled to mark Bulgari’s anniversary include a retrospective called “Tra Eternità e Storia” (“Between Eternity and History”) that will be held on June 4 in Rome, followed by a party. The event will mark the first time Bulgari will open its archives of jewelry and watches to the public. At the same time, the firm will showcase 15 high jewelry designs and eight exclusive timepieces worth an estimated total value of 3 million euros, or $3.9 million. The pieces will be auctioned off in December 2009 in New York, with all the proceeds going toward the charity. Prior to that, they will be on display during a string of events in major cities, from Tokyo to London, Los Angeles to Madrid.