The Gentleman Magazine Issue 14 | April 2019 | Page 7
The evolution of the Calibre 11
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.
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.”
A tell-all book about the TAG Heuer Monaco and its evolution
Strong links to the world of motorsports
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.
From Le Mans to The Dark Lord
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, this fragile and rare
model was enticing and today it is coveted by collectors. The
first chapter of the Monaco’s story ends in the late 1970s.
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-before-seen pictures, and sketches of the designs and
movements. Renowned British journalist Nicholas Foulkes
wrote a chapter focusing on the Monaco’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.
About TAG Heuer
In 1860, at the age of 20, Edouard Heuer founded his
watchmaker’s workshop in the Jura Mountains of Switzerland.
Creating the Mikrograph in 1916, sponsoring Formula 1 teams
in the 1970s or launching the first luxury connected watch in
2015 are just a few examples of the major technical innovations,
ultimate accuracy and passion for disruptive design that define
our unique spirit. Headquartered in La Chaux-de-Fonds,
TAG Heuer operates in four production sites – mastering
the whole watchmaking process – and is represented on all
continents through 4,500 points of sale, including 170 TAG
Heuer boutiques that are now directly available on www.
tagheuer.com in selected countries. TAG Heuer timepieces
are designed for those who love challenges. Our influence
is enhanced by our unique communication based on three
pillars: sport, lifestyle and heritage, embodying our legacy and
DNA. Our partnerships and ambassadors illustrate our open-
minded and open-door culture, with the most prestigious
and avant-garde names teaming up with TAG Heuer: the
Red Bull Racing Formula One team, the Formula 1 Monaco
Grand Prix, the Formula E championship, the biggest football
leagues in Europe, the Americas and Asia, Manchester United,
trendsetter Cara Delevingne, and actors Chris Hemsworth and
Patrick Dempsey.
#DontCrackUnderPressure is much more than just a claim –
it’s a state of mind. Find out more at www.tagheuer.com
The Gentleman Magazine | 07