Video: Breast Cancer Foundation

Not only is October the month for Halloween, it is more importantly the Breast Cancer Awareness Month, where charities raise funds and awareness to promoting causes that deal with the affliction. We had previously shouted out brands that support this worthy cause through special promotions and products. Tag Heuer is one such brand. 

Besides donating 5 percent of all October’s sales proceeds from their participating outlets (Wisma Atria, ION Orchard and Marina Square), the Swiss watchmaker had also graciously donated a Carrera Lady steel and gold with diamond 32mm watch worth $5,500 to the Breast Cancer Foundation (BCF). 

And yesterday, BCF partnered with Tag Heuer to host an auction event for the watch at the latter’s Wisma Atria store. This is the first time that Tag Heuer had worked with a local charity as part of their corporate social responsibility movement. 

But before the auction could happen, it was announced that communication design and production company Kingsmen had pledged a generous sum of $10,000 in exchange for the watch. Alex Wee, managing director of Kingsmen, was present to receive the watch. 

The event was hosted by the president of BCF, Mrs Noor Quek, who also entertained guests with anecdotes and songs. The occasion was joyful and hopeful, and breast cancer survivors shared their personal experiences

The moral of the night: Prevention trumps the cure and early detection saves lives and families.

Swipe on to find out more about the party.