THE MOST MODERN MONACO:
TAG HEUER ROUNDS OFF MONACO HISTORY WITH FIFTH
TAG HEUER ROUNDS OFF MONACO HISTORY WITH FIFTH
ANNIVERSARY EDITION REPRESENTING 2009 TO 2019
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- TAG Heuer presented the final timepiece in a series of five limited-edition models marking the Monaco’s 50th anniversary.
- The fifth collector’s piece borrows from the design codes and trends from the past decade (2009 to 2019).
- The previous pieces included the first timepiece (1970s edition), presented during the Monaco Formula 1 Grand Prix, the second timepiece (1980s edition), revealed in Le Mans, the third timepiece (1990s edition), unveiled ahead of the Formula E Championship in New York, and the fourth timepiece (early 2000s edition), which debuted at an event in Tokyo.
- The exclusive piece was presented in Shanghai in the presence of brand ambassadors Cara Delevingne and Li Yifeng, Stéphane Bianchi, CEO of the LVMH Watchmaking Division and of TAG Heuer, and Frédéric Arnault, TAG Heuer Chief Strategy and Digital Officer.
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Five watches capturing 50 years of history
To honour the 50-year milestone, TAG Heuer has launched five new Monaco models that capture the design spirit of each decade since the launch of the original in 1969. This event in Shanghai marked the unveiling of the fifth and final model in the series. The first of these models, inspired by the years 1969 to 1979, was unveiled at the Monaco Formula 1 Grand Prix in May, and the second limited edition, celebrating the period from 1979 to 1989, was presented in June in Le Mans, France.
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Modern, minimalistic Monaco
Sharp and uncomplicated, the limited-edition Monaco capturing the most recent decade of the timekeeping icon’s half-century past – 2009 to 2019 – represents the straightforward style and sleek design of luxurious everyday objects. Presented on a perforated black calfskin strap with black lining and grey stitching, this model has an unconventional sandblasted stainless-steel case and polished pushers. The charcoal-coloured sunray dial is adorned with black-gold-plated indexes with SuperLuminova®. The rhodium-plated subdials also feature a gleaming sunray effect. For a dynamic, eye-catching enhancement, the subdial hands and central seconds hand are in bold red, as is the marker at the 12 o’clock position on the dial. The black-gold-plated hour and minute hands have a stripe of SuperLuminova® to ensure legibility in any conditions.
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Looking back on 50 years of the
TAG Heuer Monaco and Calibre 11
When the Heuer Monaco (TAG was not part of the company name at the time) was introduced at simultaneous press conferences in New York and Geneva on 3 March 1969, journalists and watch aficionados around the world were amazed. With its never-before-seen water-resistant square case, the Monaco’s daring and iconic design made it instantly recognisable.
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CEO at the time Jack Heuer believed that this groundbreaking innovation required a design that would demand attention. The Monaco did exactly that.
In 1971, the Monaco was worn by Steve McQueen, the “King of Cool”, in the movie Le Mans.
In 1971, the Monaco was worn by Steve McQueen, the “King of Cool”, in the movie Le Mans.
The paradoxical superstar
Over the past two decades, the Monaco has been closely linked to haute horlogerie with other versions that feature new complications, designs and materials. As it evolves, the Monaco still has the revolutionary spirit that made it both infamous and famous. The complete story behind this icon is told in the new book Paradoxical Superstar, which includes archive excerpts and sketches of the designs and movements.
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TECHNICAL DETAILS
Model: MONACO 2009–2019 LIMITED EDITION
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MOVEMENT
TAG Heuer Automatic Calibre 11, diameter 30 mm, 59 jewels, balance oscillating at a frequency of 28,800 vibrations per hour (4 Hz), 40-hour power reserve
FUNCTIONS
Chronograph with seconds and minutes; date, hours, minutes and small second at 3 o’clock; chronograph minutes counter at 9 o’clock; central chronograph seconds hand
CASE
Diameter 39 mm, case and fixed bezel in sandblasted steel case, sapphire crystal, polished stainless-steel crown at 9 o’clock and push buttons at 2 and 4 o’clock, water-resistant to 100 meters (10 bar), stainless-steel caseback with “2009-2019 Special Edition” and “One of 169” engravings
DIAL
Charcoal sunray brushed dial, rhodium-plated sunray counters, black-gold-plated, polished, faceted applied indexes, black-gold-plated hour and minute hands, red touches on small hands and 12 o’clock index, luminescent hour and minute hands and indexes
STRAP
Black calfskin leather strap, sandblasted folding clasp in stainless steel
Limited to 169 watches
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Like the watch itself, the watch box is also inspired by the original. Each of the special-edition models comes in a box with colours that match the watch and the decade it represents. The 2010s-inspired model is packaged in a dark blue box decorated with the Heuer logo and a horizontal check-pattern stripe. The watch is placed on a grey cushion and surrounded by a black interior.
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Press Release - 2019
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For further information, please contact:
Sonja Hagmann, International PR Manager
Tel. +41 32 919 81 52
Mobile: +41 79 898 54 73
E-mail: sonja.hagmann@tagheuer.com
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