Tourneau, the world’s largest watch retailer, kicked off the month of March with a charitable gesture: It invited customers to donate watches to the American Red Cross and to purchase a new watch tax-free. (Tourneau picked up the cost of the tax.)

Tourneau stationed expert appraisers at each of its stores (six in New York City, two in Florida, and one each in Texas and California), including its flagship Tourneau TimeMachine in New York City. The appraisers determined the value of the donated timepieces and gave customers written appraisals for their records. The American Red Cross also provided each donor with a receipt for the donation for tax purposes.

Tourneau will gather the donated watches, sell them at liquidation, and give the money to the Red Cross.

Tourneau’s program was part of a nationwide effort by the Red Cross during March—traditionally proclaimed by the president of the United States as “Red Cross Month”—to raise public awareness and support for its programs. The Red Cross provides relief to victims of disasters and helps people prevent, prepare for, and respond to emergencies.

“Many of our customers find they don’t have the time to volunteer to their favorite charity,” says Anthony J. D’Ambrosio, Tourneau executive vice president. “This promotion allows Tourneau customers to reach out to the community while receiving a great value at the same time.”