#MondayMonday is the name given to the new operation launched by TAG Heuer on its e-commerce site. The idea behind it is a limited number of unique items and experiences will go up for sale online, all over the world, on the first Monday of each month.

The item will be sold at a fixed price, on a first come first served basis, or by auction. All the profits from each sale will be donated to a chosen charity. A new concept that will allow TAG Heuer to establish a regular connection with its digital community.



The first sales will take place today, Monday May 1st. 50 books Autavia: Story of an Icon autographed by Patrick Dempsey, Jack Heuer and Jean-Claude Biver, will be sold for CHF50 each, on the TAG Heuer site. The sale will start at 4pm Swiss time. All the proceeds from this sale will be donated to Make-A-Wish Foundation of Switzerland which grants the wishes of children aged between 3 and 18 living with a serious medical condition to give them hope, strength and joy.

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