Watch & Jewelry
April 1, 2015
TAG Heuer | Monaco Automatic Chronograph
TAG Heuer
Monaco Automatic Chronograph
Text by OPENERS
The Monaco Grand Prix is a legendary race, notorious for its challenging street circuit. In 1969, TAG Heuer introduced a masterpiece chronograph bearing the name of this prestigious Grand Prix. It was an avant-garde timepiece, featuring the world's first waterproof square case and the equally groundbreaking Calibre 11 (nicknamed "Chronomatic"), the world's first automatic chronograph movement.
It was Steve McQueen, star of the film "Le Mans," who took notice of the avant-garde Monaco, so novel for its time.
Not only did he famously wear the Monaco in the film, but he also personally proposed sewing TAG Heuer patches onto his racing suit. McQueen's image, speeding in a Porsche 917K during the 24 Hours of Le Mans endurance race, was broadcast worldwide, instantly drawing the Monaco into the spotlight among racing fans.
The Monaco was later reissued in the 1990s. Its design, perhaps too avant-garde for its original era, had by then matured into a traditional charm, captivating people once more with its beautiful form, reminiscent of bygone racing scenes.
The blue dial, said to be inspired by the color of the Mediterranean Sea visible from the streets of Monaco, was joined by a new black dial. Alongside chronographs, a three-hand model was also added to the lineup. The Monaco's avant-garde aesthetic continues to captivate not only watch enthusiasts but also fashionistas.
Then, in 2009, to commemorate its 40th anniversary, a major renewal took place. The adoption of a sapphire crystal for the windshield significantly increased water resistance from 30m to 100m. The case back also became a see-through sapphire crystal, allowing appreciation of the intricate workings of the Calibre 12. While retaining its fundamental design, the refined model reasserted its position as a flagship model for TAG Heuer into the 21st century.
TAG Heuer MONACO CHRONOGRAPH
Automatic
42-hour power reserve
Case diameter x thickness | 39 x 14.1mm
Case | Stainless steel case
Water resistance | 100m water resistance
Price | ¥493,500
BRAND HISTORY
TAG Heuer is a brand that has been actively involved in sports since its inception, particularly supporting the evolution of motorization, earning respect from many athletes, including racers.
Its predecessor, Heuer, was founded in 1860 in Saint-Imier, Switzerland, by Edward Heuer, who was then only 20 years old. He obtained a patent for a key-wound pocket watch in 1868 and exhibited a split-seconds chronograph at the Paris Exposition Universelle in 1889, winning a silver medal, demonstrating his early prowess.
In 1916, the company unveiled the "Micrograph," a stopwatch masterpiece still celebrated today. With this groundbreaking measuring instrument capable of measuring to 1/100th of a second, Heuer rapidly gained global recognition as an indispensable brand in the world of sports.
Indeed, in recognition of this achievement, Heuer was appointed the official timekeeper for three Olympic Games, starting with the Antwerp Games in 1920.
Although the company had already introduced the "Time of Trip," an automotive dashboard clock, in 1911, its deep involvement with motorsports continued unabated.
In 1964, the company launched a chronograph named after the legendary road race "Carrera," which was favored by many racers at the time.
Then, in 1969, TAG Heuer introduced the "Monaco," equipped with the world's first automatic chronograph movement. It is also well-known for being personally favored by Hollywood star Steve McQueen, whose image was seared into the minds of racing fans worldwide through the classic film "Le Mans."
Following the quartz crisis of the 1970s, which affected many other brands, Heuer faced a period of financial difficulty. However, in 1985, the company was revitalized through investment from the TAG Group, which also owned the F1 McLaren team, and was renamed the current TAG Heuer.
The brand deepened its ties with motorsports even further and engaged in aggressive brand promotion by welcoming ambassadors such as Tiger Woods, Maria Sharapova, Brad Pitt, and Uma Thurman. TAG Heuer has also garnered significant attention for its mechanical innovations, including the prototype "V4" in 2004, which featured a timing belt and ingot, and the "Calibre 360" in 2005, an automatic chronograph capable of measuring to 1/1000th of a second, a first for a wristwatch.
Founding Year: 1860
Place of Founding: Saint-Imier, Switzerland
Main Series Names: Grand Carrera, Carrera, Link, Monaco, New Aquaracer, Formula 1
Contact: LVMH Watch & Jewelry Japan, TAG Heuer Division, 03-3613-3951
Official Website: http://www.tagheuer.com/