TAG Heuer will introduce three new Monaco models this year, WatchPro can reveal.
TAG Heuer says new styles of the 50-year-old classic to be launched alongside major motor racing events starting, naturally, with the Monaco Formula 1 Grand Prix that takes place on the weekend of May 25-26.
There will be two more limited editions introduced at events in the United States and Asia this year, but details of where and when these will take place have not been disclosed.
The Monaco was introduced in 1969 to mixed reviews. 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 then CEO of Heuer, Jack Heuer, has said he was not an instant fan of the Monaco either, but he believed the groundbreaking innovations needed a design that would demand attention.
“We wanted to create an outstanding and innovative product, something avant-garde,” says Mr Heuer, who is now honourary chairman for TAG 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 design made it instantly recognisable, but its advanced technology was more revolutionary. It was the first water-resistant square cased watch and its Calibre 11 was the world’s first automatic-winding chronograph movement. The Calibre 11 was the result of three years of close collaboration between watch brands Heuer, Breitling and Hamilton.
Catherine Eberlé-Devaux, TAG Heuer heritage director, says that the Monaco is often a gateway into fine watch collecting. “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.”