50 Years of the Monaco

From 1969 till today, the Heuer Monaco has been iconic of TAG Heuer's avant-garde pioneering spirit because of its unique, unconventional design, which broke the barriers of watchmaking. A technological first as a water resistant square-shaped chronograph equipped with the first automatic winding chronograph Calibre 11 movement, the Monaco gets its name from the Monaco Formula 1 Grand Prix. Have a look at the glorified timeline of the watch below.

The Heuer Monaco's first corporate advertisement. “We wanted to create an outstanding and innovative product, something avant-garde,” said TAG Heuer Honorary Chairman Jack Heuer. “When I saw the square case, I immediately knew it was something special. Until then, square cases were only used for dress watches because it was not possible to make them water- resistant. We went forward with this unconventional design and negotiated the exclusive use of this revolutionary case for the Monaco wrist chronograph.”

The original Heuer Monaco 1133B in its original box.

The 1969 Monaco was spotted on the wrist of Steve McQueen in the movie Le Mans.

The Monaco received a makeover. Coined as The Dark Lord, the all black chronograph was cloaked in a black anodised case and is one of the most coveted pieces even today.

Heuer became TAG Heuer between 1995 – 98 and the Monaco was relaunched, inspired by the 1969 original.

Monaco V4 Haute Horlogerie symbolised the icons' first link with haute horlogerie world featuring new complications, designs and materials.

The launch of the Monaco Calibre 11. Catherine Eberlé-Devaux, TAG Heuer Heritage Director, comments: “To me, the Monaco is a door to the TAG Heuer brand. It’s a piece that catches your eye and invites you in. Many collectors start with the Monaco and are then drawn into our world, eventually finding another collection to focus on, but always cherishing the piece that started it all.”

TAG Heuer launches the Paradoxical Superstar book, highlighting the lifetime of the Monaco with archive excerpts, never-seen-before pictures and sketches of the designs and movements.



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