The eye catching timepiece that became famous for its unique design and ground breaking technology, is celebrating 50 years. In 1969, Heuer launched the Monaco. This year TAG Heuer is celebrating the iconic model with new versions of the legendary original, hosting events around the world and releasing a dedicated book.


The Monaco was, and still is, a product of Heuer’s pioneering spirit and vision. It is an unconventional timepiece, that divided opinion when it was first released. Now, half a century later, this iconic model is being honoured with events all across the world throughout 2019 - and a new Monaco limited-edition model will be launched at each event. From May 2019 TAG Heuer will make available a book titled Paradoxical Superstar, that highlights this unlikely icon and documents all the historical and technical details.

When the Monaco was released back in Geneva on 3 March 1969, most people reactions were less than enthusiastic. The watch was radical in every way, featuring a metallic blue dial, red and light blue hands, a square case and the placement of the crown on the left hand side. 


Then CEO of Heuer, Jack Heuer, was not a fan of the watch’s design but he believed the ground breaking innovations and design would demand attention. And the Monaco did exactly that.


Jack Heuer was convinced that motor racing was the ideal way to promote watches. He wanted the watches to be directed linked to names and places in the major races. The Monaco got it name from the glamorous and well-known Formula 1 Grand Prix. In 1971, The Monaco entered into the climatic limelight with Steve McQueen in the movie Le Mans.  

The Monaco’s daring design was made instantly recognisable, and it was the perfect complement to the ground breaking 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.