Tapping into the holiday shopping mood, Northeastern Fine Jewelry is undertaking a social initiative with the sale of Lego watches at its stores. The company is donating a Lego watch to the non-profit organisation - Boys & Girls Club, with every sale of a Lego watch at its stores in Albany and Schenectady, until December 21, reports suggest.

The watches donated to the non-profit organisation of Albany and Schenectady will further be distributed to needy children.

Along with this initiative, the retailer is altogether offering over 2,500 gifts in the holiday season this year, reports say.