Our Story
The Buying Time Foundation was created in memory of Michael Jeffs, who died at the age of 28 from terminal cancer. Michael is the much-loved son of Simon and Sandra Jeffs and he played a key part in helping Simon establish Brooklands Watch Company, a trade member of the Alliance of British Watch and Clock Makers.
Despite his illness, Michael lived with determination and joy. He built a successful career and embraced his passions - motorsport, travel, flying and watches. He was kind, driven and always thinking of others, making precious memories with his family along the way.
Buying Time reflects the spirit Michael showed throughout his life, particularly when faced with a terminal diagnosis at such a young age. He still found meaning and moments of joy even in the hardest circumstances. Michael’s gift to this charity was the courage with which he shared his story www.michaeljeffs.com. It reminds us that while we cannot choose the length of our life, we can choose how to spend the time we are given. His outlook continues to inspire the work we do.
The 30 for 30 Campaign
In 2024, the year Michael would have turned 30, Sandra launched the 30 for 30 campaign, aiming to raise £30,000 in his memory. The response was extraordinary: supporters raised £132,642 which was shared between four charities that supported Michael and his family during his illness.
This generosity gave Michael’s family the confidence to think beyond a single year of fundraising and to create a long-term legacy in his honour.
A legacy in partnership
With that vision, Michael’s parents approached the Alliance of British Watch and Clock Makers, who embraced the idea of creating a charitable foundation supported by the watch community.
Together they set an ambitious first goal of 30 watches donated in 30 days raising funds to help young people living with a life-limiting illness.
At the heart of it all is Michael - his story, his courage, and the time he treasured. Through every watch donated, every bid placed, and every grant we make, his legacy continues to inspire hope and make time count for others
