Chopard is going to the dogs. The luxury jeweler has created an exclusive jewelry line comprised of limited edition watches and pendants with floating diamond paws. The collection is available exclusively at Chopard’s Fifth Avenue flagship. Five percent of the proceeds from the sales from each piece will benefit the American Society for the Prevention of Cruelty to Animals.

Chopard first introduced the concept in 2006 with a pendant and watch. This year’s collection includes the original designs as well as new watches. The new “Happy Paw” ” watch features a square face with a brown diamond floating paw accompanied by five moving white diamonds in stainless steel with a dark mother of pearl dial, paw logo, and a leather strap; it retails for $6,955. A diamond bezel version is available for $15,715.

To further their commitment to the cause, Chopard will again sponsor the 11th Annual ASPCA Bergh Ball, “Ain’t Nothin but a Pound Dog,” which they have done for the past three years. The black tie gala will take place on April 17th at The Plaza, with Isaac Mizrahi serving as the evening’s auctioneer. Expected attendees include Nicole Miller, Catherine Malandrino, Kelly Rutherford, and Annette and Matt Lauer.