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TAG Heuer - 50 years of the Monaco

TAG Heuer 50 years of the Monaco

Launched in 1969, the Monaco was a product of Heuer’s vision and pioneering spirit. Fifty years later, TAG Heuer celebrates this iconic model with new versions of the legendary original, events around the world and a dedicated book.

Launched simultaneously in Geneva and New York on 3rd March 1969, the Heuer Monaco was the first square, water-resistant automatic chronograph watch in the history of Swiss watchmaking. Named by Jack Heuer following the Monaco Grand Prix (for which TAG Heuer is still a partner), the watch represented a complete break from the aesthetic codes of traditional watchmaking, with its large square case, metallic blue dial, bright red minute hand, domed plastic crystal and, most notably, its crown positioned on the left which, at the time, meant that the watch did not need winding.

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 caught the world’s attention. A new book titled Paradoxical Superstar documents the historical and technical highlights of this icon and will be available in TAG Heuer boutiques and on the website from May 2019.

The brand

Over 150 years of watchmaking savoir-faire and technical innovation have made TAG Heuer a global reference in avant-garde sports watches. As it tracked the rise of sports demanding increasingly precise timekeeping, TAG Heuer continually developed its unique capabilities through a long-term vision of what watchmaking is today, and what it will look like tomorrow.

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