A Melbourne photographer has launched a not-for-profit watch line to support charities, the arts and “random acts of kindness”.

Chris Cincotta, founder of the Humans in Melbourne Facebook page , said he was inspired to tap public support and goodwill after gaining more than 100,000 followers in just six months.

"It dawned on me that it could be a great opportunity to do something that would have a fantastic effect on the city,” he told 9news.com.au.

The line of watches is named “EnruobleM” - Melbourne spelled backwards - reflecting the “backwards” approach of his company, whereby all proceeds will go directly back into the public.

The four watches, available via crowdfunding website Pozible, come in several colours and feature leather straps, stainless steel casing and are water resistant.

Already Mr Cincotta has managed to raise more than $18,000 of his total campaign goal of $30,000.

Sixty percent of that sum he expects to dedicate towards charities and organisations in Melbourne, while the remaining 40 percent would be divided between the arts and “random acts of kindness”.

Mr Cincotta said that while the project is still in its early days, he is currently in the process of obtaining not-for-profit status for his company.

He told 9news.com.au he also intends to launch a website where members of the public can apply for grants, and will form a board to decide upon the distribution of his company’s funds.

"As close as I am to EnruobleM, I want other's input as well,” he said.