GENEVA, SWITZERLAND.-TAG Heuer is proud to announce that its prestigious “Strength & Beauty Embodied by Avant-Garde Women” International Photo Exhibit will go under the hammer in a special online charity auction on October 29th, 2007, with all proceeds going to assist the United Nations Development Fund for Women (UNIFEM) in its efforts to better the lives of women around the world.

In 2006, TAG Heuer, the world leader in sports-inspired chronographs and the fourth luxury brand in the Luxury world watch market, joined forces with its glamorous brand ambassador Uma Thurman and UNIFEM to create the “Strength & Beauty Embodied by Avant-Garde Women” project, an exceptional gallery of photographic portraits celebrating Avant-garde women worldwide.

This ambitious international project brought together 15 extraordinary women – artists, writers, executive directors, business leaders and academics – and the most prestigious female photographers from their respective countries. Shot in the world’s capitals, this extraordinary portrait gallery was unveiled at a gala event hosted by Uma Thurman in New York City on September 12th 2006. The exhibition then travelled for a year from continent to continent.

Online Charity Auction Starting October 29th 2007 to Benefit UNIFEM

On Monday, October 29th, 2007, between 3-5pm Swiss time (9-11pm Hong-Kong time and 9-11am New-York time), the original prints will be auctioned online. The auction ends Monday, November 5th at the same time.

32 original photographs will be auctioned in 14 lots, each consisting of an Avant-garde Woman (with two or three portraits) and an exclusive, limited edition TAG Heuer ladies’ Aquaracer 32mm watch signed by Uma Thurman and UNIFEM.

The starting price for each lot is $1,800 US with a "Buy-it-Now" option. The “Buy-it-Now” option allows the bidder to prematurely end the auction at a fixed price set at $3,500 US.

The eBay-styled auction will be conducted by Antiquorum (www.antiquorum.com), who is generously selling the lot at hammer price and taking no commission from either bidders or clients. A Swiss company based in Geneva with offices in New York , Antiquorum is the world’s premier specialized auctioneers, renowned for their sale of watches, clocks and other fine art objects.

Established in 1976, UNIFEM is dedicated to globally advancing Women’s rights. Its efforts in more than 100 countries have touched the lives of countless women. TAG Heuer is proud to be able to play a part in their continued efforts by paying homage to one of the brand’s key sources of inspiration: the determination, independence, modernity and success of today’s women.

Uma Thurman on “Strength and Beauty Embodied by Avant Garde Women” - “As one of TAG Heuer's ambassadors, I was very pleased when they approached me about working on a project that directly benefits UNIFEM. This project not only raises awareness of the need to globally protect women's rights, but all the proceeds from the Internet sale will go to UNIFEM. I am truly touched and honored to be part of such a great project, in collaboration with TAG Heuer. As a woman, I feel that it is incredibly important to fully support all efforts to combat poverty, violence, discrimination and inequality of females victims around the world.

One of the biggest concerns that UNIFEM is fighting is Violence Against Women. One out of every three women around the world has been beaten, coerced into sex, or otherwise abused in her lifetime – with the abuser usually someone known to her. Violence against women and girls is a global problem of epidemic proportions. Today as an ambassador for TAG Heuer, I am proud of the commitment we are making together with UNIFEM to be involved in improving the daily lives of those who need help and safety.

TAG Heuer's limited edition Aquaracer watch is being auctioned off with the portraits. I think the watch is very beautiful and compliments the book's 'Strength and Beauty' theme. The "Strength and Beauty embodied by Avant Garde Women " project has been going on for over a year and this on-line auction is a fitting way to bring it to an end.”