Announced last Friday, this operation received a positive feedback from the TAG Heuer fans. Proof of this, in 10 minutes, the sale, called #MondayMonday as it will take place every first Monday of the month, was sold-out in 10 minutes. 

The first TAG Heuer exclusive sale took place yesterday, Monday the 1st of May 2017. 50 books «Autavia: Story of an Icon» autographed by Patrick Dempsey, Jack Heuer and Jean-Claude Biver, went up for sale on, at 4PM Swiss Time.

In 10 minutes, the stock was totally sold-out, with buyers from all around the world : USA, Canada, Germany, Australia, Spain,… A huge success then for this first one of kind flash-sale by the swiss matchmaker, who, through this action, wished to set a regular meeting with his fans and collectors of the brand.

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.

Next sale, Monday June 05th 2017. The item to be sold will be announced the weekend preceding the sale. Stay tuned!