Looking back on 50 years of the TAG Heuer Monaco


As is the case with many iconic 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 3 March 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 Monaco’s daring design made it instantly recognisab­le, and it was the perfect complement to the advanced technology the Swiss watchmaker presented at the same time: the first waterresis­tant 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 became the first automatic chronograp­h. 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 disruptive design was difficult to produce, and its popularity among watch aficionado­s and collectors was not immediate, but it remained in the collection.

Jack Heuer was convinced that motor racing was the right way to promote watches, including the Monaco. He wanted the watches (and dashboard timers) his company produced to be linked to the names and places connected with major races. The Monaco got its name from the glamorous and well-known Monaco Formula 1 Grand Prix. TAG Heuer is the Official Watch of the Monaco Top Cars Collection museum and has close ties to the Automobile Club de Monaco.

In 1971, the Monaco shared the cinematic limelight with Steve McQueen in the movie Le Mans. In the mid-1970s, the Monaco received a makeover. At that time, black was becoming a fashionabl­e colour, and so the Monaco was cloaked in a black anodised case - known as The Dark Lord.

Heuer became TAG Heuer in 1985, and, in 1998, the Monaco’s story continued with a relaunch model inspired by the original. This time, it was received with much more acclaim. Over the past two decades, the Monaco has been closely linked to haute horlogerie, with other versions that feature new complicati­ons, designs and materials. As it has evolved, the Monaco has kept the revolution­ary spirit that made it both infamous and popular.

In honour of the fiftieth anniversar­y of the TAG Heuer Monaco, the Swiss watchmaker is releasing a book that captures the history and spirit of the unlikely icon. Paradoxica­l Superstar documents the lifetime of the Monaco with archive excerpts, never-beforeseen pictures, and sketches of the designs and movements.

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