TAG Heuer Monaco, 40 Years of Legend

Launched simultaneously in Geneva and New York on March 3rd, 1969, the Monaco caught the watchmaking world by storm. The provocative look of the timepiece, with its fire-red chronograph hand, metallic blue dial, domed crystal, and big, squared-off case represented a complete break with the conventional codes of watch design aesthetics. Equally radical was the engineering required to ensure the chronograph’s perfect water-resistance — a world first for a square-shaped timepiece. But what was ticking inside was even more revolutionary: the famous self-winding Chronomatic “Calibre 11”, the first self-winding automatic chronograph movement with microrotor, so precise it rivals to this day the exacting standards of professional chronometer instruments.

For Le Mans, Steve McQueen’s source of inspiration was his friend, Jo Siffert, the Swiss racecar legend who in 1969 became the first-ever driver sponsored by a watch brand, Heuer. The Heuer Monaco had just been launched and so impressed McQueen that he insisted on wearing it in the film. The Monaco became the preferred chronograph of the racing and fashion world — another world first. Its unique, uncompromising geometry started a trend toward “shaped” watches. Instantly recognizable, often copied, never equaled, the “McQueen Monaco” (Model 1133B) is one of the most highly prized pieces in the international vintage markets. Demand far exceeds supply — only a handful is known to still exist, all in the hands of well-informed collectors.

Ever since, the Monaco's emblematic square-shaped dial has been synonymous with TAG Heuer's innovative aesthetic. Reissued in 1998 in a limited edition of 5,000, it was entirely redesigned in 2003, refitted with a 7-row steel bracelet of square links echoing the daring aesthetics of the case. The watch became a must-have among racing purists and collectors, but it also surprised the industry by becoming the huge breakout fashion hit of the year, adored by haute couture and Hollywood.

The re-interpretations that followed were even more revolutionary.

THE MONACO SIXTY-NINE

The star of Baselworld 2003, the TAG Heuer Monaco Sixty Nine Concept Watch, was presented as the first Swiss wrist-worn mechanical watch combined with a 1/1000th of a second chronograph. The brand's first reversible, mechanical/digital watch is a daring timepiece that brings together traditional and cutting-edge in a way never seen before. On one side, the iconic, uncompromising face of Steve McQueen's favourite watch; on the other, the distinctive, high-tech digital face of the Microtimer, the first prestigious Swiss wrist -worn chronograph accurate to 1/1000th of a second. Two TAG Heuer watches-one for ultimate precision, the other for unmatchable Steve McQueen-vintage flair -in one extraordinary wristwatch.

THE MONACO V4

Presented during Baselworld 2004, the Monaco V4 represents a stunning technological breakthrough. At its heart is an advanced integrated mechanical movement, encased upside down in a high-design evolution of the classic square-faced Monaco. The name V4 derives from the movement's four barrels, which are mounted in a V shape, like cylinders in a supercharged motor-racing engine. The name also pays tribute to the movement's inspiration: while the V4 draws from the newest concepts in industrial technology, its true muse, like the original Monaco's, is the world of high-tech, high-performance racecar engines.

THE MONACO WATCH GRANDE DATE

The next addition to the must-have line, with a 37mm polished stainless steel case, TAG Heuer Grande Date movement, two dials in black and blue/silver, with a small second counter at 6 o’clock and diamond-shaped hands tipped in superluminova, all under curved sapphire crystal. Compellingly designed and crafted, with its elegant alligator strap and clean, architectural lines inspired by the Monaco V4 case, this watch is resolutely modern.

All the classic Monaco attributes are there but softened by the charm of white leather, or brown or black python. The case is set off by 26 diamonds accentuating the bezel’s right angles, and the dial with a further 13 diamonds. As energetic as the original but with exquisite harmonies of tone, material, and texture for further heighten the emotive force.

THE MONACO CLASSIC CHRONOGRAPH

To celebrate the MONACO’s 40th anniversary, TAG Heuer is proud to present a new collection of Classic Chronograph fitted with a TAG Heuer “Calibre 12” automatic movement, heritage of the original “Calibre 11”.

Directly inspired by the original design, these chronographs adorn a sapphire crystal glass and a case back allowed to see the beat of the “Caliber 12”.

Standout features include a dark blue alligator strap and stylish silver and blue dial with red hands. The new, fashion-forward animation on the chronograph dial is completely in line with the line’s iconic heritage.

THE TAG HEUER MONACO 1969 ORIGINAL RE-EDITION

1969-2009: To commemorate this historic anniversary, TAG Heuer has proudly republished this iconic blue-dial timepiece in a limited series of 1,000 pieces with an exclusive case back signed by Jack Heuer and engraved in honour of its mythical ambassador Steve McQueen. Outfitted with the Calibre 11 movement, its other classic features include pushbuttons at 2 and 4 o’clock, crown at 9, counters at 9 and 3, hand-applied date window at 6 o’clock, and