As is often the case with many design classics, the Heuer Monaco (TAG was not part of the company name at the time) divided opinion. When it was introduced at simultaneous press conferences in New York and Geneva on March 3, 1969, most people’s reactions were less than enthusiastic.
Every aspect of the watch’s design was radical: the metallic blue dial, the red and light blue hands, the square case and the placement of the crown on the left-hand side.
The original Monaco released in 1969
But fifty years later, TAG Heuer celebrates this iconic model with new versions of the legendary original, events around the world as well as a dedicated book.
Steve McQueen wearing a Heuer Monaco in the movie Le Mans
1998 relaunch model
The Monaco, which got its name from the glamorous and well-known Monaco Formula 1 Grand Prix, is the Official Watch of the Monaco Top Cars Collection museum and has close ties to the Automobile Club de Monaco.
When introduced it featured the first water-resistant square case and the Calibre 11, the first automatic-winding chronograph movement. The Calibre 11 was the result of three years of close collaboration between watch brands Heuer, Breitling and Hamilton, and it became the first automatic chronograph.
2011 Haute Horology Monaco
The then CEO of Heuer, Jack Heuer, was not really a fan of the watch’s design either, but he believed the groundbreaking innovations needed a design that would demand attention. The Monaco did exactly that. The design was difficult to produce, and its popularity among watch aficionados and collectors was not immediate, but it remained in the collection.
Half a century later, Monaco is being honored with events in Europe, the US and Asia throughout 2019, and a new Monaco limited-edition model will be launched at each event to celebrate the timepiece that first caught the world’s attention 50 years ago.
New book: Paradoxical Superstar
The new book entitled Paradoxical Superstar documents the historical and technical highlights of this unlikely icon and will be available in TAG Heuer boutiques and on the website from May 2019. British journalist Nicholas Foulkes wrote a chapter focusing on the Monaco Grand Prix’s history from 1969 to today. Writer and watch expert Gisbert Brunner authored a chapter about the technical innovation that has played an important role in the Monaco’s success. Famous American writer, editor and watch aficionado Michael Clerizo documents the Monaco’s relationship with Steve McQueen in the third chapter of the book. Underscoring the timepiece’s bond with its namesake city, H. S. H. Prince Albert II of Monaco wrote the book’s foreword.
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