Discover the fascinating story of the TAG Heuer Monaco, the iconic square-cased watch. How did Jack Heuer’s revolutionary idea become a cultural icon?
A revolutionary beginning
The TAG Heuer Monaco is one of the most iconic watches in the history of watchmaking. You can see it on tagheuer.com. Although Jack Heuer did not initially imagine that it would become such a legend, his vision and strategic decisions have allowed the Monaco to rise to the status of an icon.
The launch of the Monaco in 1969
The story of the Heuer Monaco began in 1969 with the introduction of a square watch, water-resistant to 100 meters. Powered by the Calibre 11, a revolutionary movement in the history of 20th-century watchmaking, the Monaco, with its unique shape and distinctive aura, was poised to become an icon of sports watches.
In collaboration with Breitling, Hamilton-Buren, and Dubois-Depraz, Heuer unveiled the final version of “Project 99,” which featured the Chronomatic/Calibre 11 automatic chronograph movement. This moment marked a major breakthrough in watchmaking, as that same year, Seiko and Zenith also introduced their own automatic chronographs, creating fierce competition that pushed Jack Heuer to distinguish himself with something more daring.
Innovative waterproofing
In the years leading up to 1969, Heuer planned to launch the Calibre 11 in the Carrera and Autavia collections, but that wasn’t enough for Jack Heuer, who wanted to make a major impact with this new movement. So he collaborated with Erwin Piquerez, a Swiss case maker, who designed the Monaco’s waterproof square case, an industry first. Jack Heuer quickly secured exclusivity on this design for the Monaco and on March 3, 1969, he introduced the Monaco 1133B to the world, writing the first chapter in its legendary history.
Steve McQueen’s role in the popularity of the Monaco
One of the key moments in the history of the Monaco is its appearance in the film “Le Mans” in 1971, worn by Steve McQueen. However, before that, Jack Heuer had already made a crucial decision. He had established a commercial partnership with Jo Siffert, Formula 1 driver and first ambassador of the brand, to promote Heuer watches.
McQueen and Siffert: an iconic association
In 1970, Siffert played a supporting role in the production of the film “Le Mans,” where he met McQueen. Inspired by Siffert, McQueen chose to portray Michael Delaney’s character with the Monaco 1133B, instead of the Autavia usually worn by Siffert, because of its unique and unconventional appearance. This decision proved to be one of the most crucial in the history of watch marketing.
A constant evolution
Over the years, the legacy of the original Monaco with the Calibre 11 has been carried on by the reference CAW211x. Since 2009, TAG Heuer has introduced several new models and special editions that celebrate the history of this iconic watch while incorporating modern technologies and designs.
In 2015, TAG Heuer launched the Monaco Calibre 12 Chronograph Automobile Club de Monaco (ACM) Limited Edition. This version featured a black dial with red accents, a tribute to motor racing, highlighting the Monaco’s historic connection to motorsport.
In 2019, for the Monaco’s 50th anniversary, TAG Heuer introduced a series of five limited editions, each inspired by a different decade, from 1969 to 2019. Each model featured a distinct design reflecting the styles and cultural influences of its era, while retaining the Monaco’s iconic features, such as its square case and chronograph display.
Monaco Limited Editions
In 2021, TAG Heuer launched the Monaco Green Dial Limited Edition. This model featured a striking dark green dial, a first for the Monaco collection, and was produced in just 500 pieces, making it a highly sought-after collector’s item.
In 2022, the Monaco Gulf Special Edition was unveiled. This model celebrates the long-standing partnership between TAG Heuer and Gulf Oil, featuring Gulf’s famous blue and orange colours on the dial. This edition pays homage to the Monaco’s heritage while adding a modern touch through the use of advanced materials and contemporary aesthetics.
The Monaco’s overall formula has evolved to include technical innovations, such as the integration of high-precision movements and modern materials for cases and bracelets. These developments allow the Monaco to remain at the forefront of watchmaking while maintaining its status as an iconic and timeless watch.
Some celebrities who wear a Tag Heuer Monaco
A watch that defies time
The TAG Heuer Monaco continues to be a benchmark in the world of watchmaking, with modern reissues that pay homage to its origins while adapting to contemporary tastes. Its bold design, technical innovations and association with iconic figures such as Steve McQueen make the Monaco a timeless watch, admired by enthusiasts and collectors around the world.
