#MondayMonday is the new name of the new given to the new operation launched by TAG Heuer on its e-commerce site. The idea? Limited numbers of unique items and experiences will go up online, all over the world, on the first Monday of every month.

Announced during the weekend preceding the sale, 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 set a regular connection with its digital community.

The first sale took place on Monday 1st May and featured limited edition Autavia‘s hard back book signed Jack Heuer, Jean-Claude Biver and Patrick Dempsey and was sold out very quickly. All the proceeds from the sale was donated to the Make-A-Wish Foundation of Switzerland which grants the wishes of children aged between 3 and 18 living with serious medical conditions to give them hope, strength and joy.