Specialist watchmaker Tag Heuer is ready to launch its new digital sales platform named #MondayMonday. To be held on the first Monday of every month, the event – conducted through unreserved sale or auction format – will include coveted items as well as experiences, with proceeds going to various charities.

The first item on sale will be the first 50 copies of the newly launched book, Autavia: Story of an Icon. The must-read book details the conception and evolution of one of the brand's much-loved watch collections, Autavia. Adding exclusivity, these limited edition reads will bear the signatures of brand ambassador Patrick Dempsey, Tag Heuer CEO, Jean-Claude Biver and Honorary Chairman, Jack Heuer.

Tag Heuer #MondayMonday

The Tag Heuer #MondayMonday sale will start at 6pm GST on May 1, at tagheuer.com, and proceeds from the book, which is priced at Dhs185, will go to Switzerland's Make-A-Wish Foundation. Now, discover Tag Heuer's second-generation smartwatch: the Connected Modular 45.