The Gentleman Magazine Issue 15 | June 2019 | Page 12

TAG HEUER HOSTS A GRAND CELEBRATION
TO MARK THE 50TH ANNIVERSARY OF THE
ICONIC MONACO IN ITS NAMESAKE CITY
All eyes were on the Rock of Monaco for the legendary
Formula 1 Grand Prix and on the iconic TAG Heuer timepiece
celebrating its 50th anniversary in the Principality.
In honour of this milestone, it was announced that throughout
the year, five creations will be successively revealed, inspired
by the different decades from 1969 to 2019, and paying tribute
to timeless design, enduring innovation and a style icon now
more contemporary than ever.
The Monaco’s daring and iconic design has made it instantly
recognisable. Every aspect of the Monaco timepiece design
was radical, and went where no other watch had gone before
in terms of design and technology. Not only was the TAG
Heuer Monaco the first ever water-resistant square watch, it
was also the first to feature an automatic-winding chronograph
movement.
Since its debut, the Monaco watch and the Monaco Grand Prix,
for which TAG Heuer has been the Official Watch since 2011,
have had a strong connection – the most glamorous Grand
Prix of the Formula 1 season gave its name to the TAG Heuer
Monaco collection in 1969. No other place and location would
therefore have been more suitable for celebrating the iconic
timepiece’s 50th anniversary.
Taking over Monaco during the busiest weekend of the year,
TAG Heuer unveiled the first Monaco limited edition at the
beautiful Key Largo Villa, in the presence of Stéphane Bianchi,
CEO of the LVMH Watchmaking Division and CEO of TAG
Heuer and Frédéric Arnault, Chief Strategy and Digital Officer.
They were joined by the rising star of the Aston Martin Red
Bull Racing Team Max Verstappen, as well as Patrick Dempsey,
Bella Hadid, Winnie Harlow, Kai Lenny and selected guests
from all over the world.
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Over the course of the exclusive three-day event, guests were
granted access to some of the most prestigious and exciting
events in Monaco, from a private tour of the Monaco Top Cars
Collection museum including a retrospective of the Monaco
timepiece, to a debrief of the Grand Prix qualifications with
Christian Horner, Team Principal of the Red Bull Racing
Formula One team. They also attended an exclusive party
hosted on the TAG Heuer Yacht on Saturday evening with
an exclusive performance by famous French DJ Bob Sinclar
attended by Patrick Dempsey, Bella Hadid, Winnie Harlow,
Jourdan Dunn, Kai Lenny and Jean-Éric Vergne. The event
culminated on Sunday with VIP access to the coveted Formula
1 Grand Prix, for which TAG Heuer is the Official Watch.
Looking back on 50 years of the TAG Heuer Monaco and
Calibre 11
When the Heuer Monaco (TAG was not part of the company
name at the time) was introduced at simultaneous press
conferences in New York and Geneva on 3 March 1969,
journalists and watch aficionados around the world were
amazed. Every aspect of the watch’s design was radical, and
went where no other watch had gone before in terms of design
and technology. The Monaco’s daring and iconic design made
it instantly recognisable, with its never-before-seen water-
resistant square case.
This was the perfect complement to the advanced technology
being presented by the Swiss watchmaker at the time.
Developed and commercialised by Heuer, the Calibre 11 was
the world’s first automatic-winding chronograph movement.
The CEO of Heuer at the time, Jack Heuer, believed that this
groundbreaking innovation required a design that would
demand attention. The Monaco did exactly that.
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