The Gentleman Magazine Issue 14 | April 2019 | Page 6

CELEBRATING 50 YEARS OF THE
TAG HEUER MONACO
In 1969, Heuer launched the Monaco – an eye-catching
timepiece that became famous for its unique design and
groundbreaking technology. Fifty years later, TAG Heuer
celebrates this iconic model with new versions of the legendary
original, events around the world and a dedicated book.
An unconventional timepiece that introduced two cutting-
edge world firsts, the Monaco was a product of Heuer’s vision
and pioneering spirit. Half a century later, this iconic model
is being honoured 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. A new book titled
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.
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.
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“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 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 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 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.
, Security in Motion”