In an aim to combine exclusivity with charity, Tag Heuer is launching its new digital sales platform dubbed #MondayMonday. This initiative will be held on the first Monday of every month and conducted via an auction format. Items up for sale include coveted pieces and exclusive experiences. Proceeds from the sales will be donated to various charities.

The first item up for 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.

The Tag Heuer #MondayMonday sale will begin today at 6pm at tagheuer.com. Proceeds from the book will go to Switzerland’s Make-A-Wish Foundation.