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AM1808 - Date/Time Initialization

Other Parts Discussed in Thread: OMAP-L138, AM1808

Can someone enlighten me on how to go about initializing the Date/Time such that it persists over "reboots"?
I have attempted to use the linux Date command followed by a hwclock -w command as follows:

date -s "2011-09-26 12:41:00"
hwclock -w

But this does not do the trick. It seems as though whenever I reboot, the date/time reported is via running the "date" command starts at:
Fri Dec 11 11:54:00 UTC 2009

I do see the following line during boot: 
omap_rtc omap_rtc: setting system clock to 2000-01-01 00:00:00 UTC (946684800)

My Kernel configuration options have "Set system time from RTC on startup and resume" enabled for Real Time Clock. 
Also - I am using a RAM disk that is loaded from NAND when reboot takes place.

Anyone have any ideas?