The local company that distributes luxury Louis Moinet watches has recruited a new pitchman: UNC football coach Butch Davis.

Louis Moinet North America, run by local serial entrepreneur Michael Brader-Araje, has a deal with Davis, who will wear a limited edition watch all season and auction it later this year. Proceeds will go to the SECU Family House,  a nonprofit for families with an adult patient being treated for a critical illness or injury at UNC Hospitals.

In addition to helping a good cause, Brader-Araje is hoping Davis will increase interest in its watches. The watch Davis will wear has Carolina blue trim, a silver dial and a hand-sewn Crocodile leather bracelet. There are only 20 available. They'll retail for $9,900 each when they go on sale in October. (Pre-order the watch at www.NCTimepiece.com or by calling 866-703-1806.)

Read more at Samantha Smith's The Fashion Plate blog.

Brader-Araje is a former English teacher who made millions as a technology entrepreneur and reinvented himself as a philanthropist and investor. He's also an avid collector of timepieces and began selling the Swiss-made Louis Moinet watches last year. The most expensive ones can top $650,000.