TAG Heuer Presents Third Limited-Edition Monaco At Exclusive Event In New York City
Press Release
TAG Heuer Presents Third Limited-Edition Monaco At Exclusive Event In New York City
Last night, TAG Heuer hosted an unforgettable evening at landmark New York venue Cipriani Wall Street to unveil the latest limited-edition Monaco timepiece in honour of the 50th anniversary of the brand’s iconic watch.
The exclusive event was attended by brand ambassadors race car driver and 2017/2018 Formula E Champion Jean-Éric Vergne, Hollywood actor Patrick Dempsey, and former Miss Universe and friend of the brand, Paulina Vega, who was the host for the evening’s festivities. Other notable attendees included former Miss Universe and fashion model Olivia Culpo, recording artist Young Paris, Formula E founder and CEO Alejandro Agag who helped celebrate the momentous occasion. Upon arrival, guests walked through a TAG Heuer heritage exhibition before entering the majestic event location. To unveil the timepiece, a spectacular light show illuminated the grand hall with neon lights and video projections showcasing the history of the TAG Heuer Monaco, leading up to the reveal of the latest limited edition inspired by the 1990s.
To commemorate the 50-year milestone, TAG Heuer is launching five new Monaco watches throughout the year that are inspired by the different decades from 1969 to 2019. The first of these models, inspired by the years 1969 to 1979, was unveiled at the Monaco Formula 1 Grand Prix in May, while the second limited edition, celebrating the period from 1979 to 1989, was presented in June in Le Mans, France. The third edition of the new Monaco watch, inspired by the 1990s, made its grand debut last night.
The celebration seamlessly paves the way for the 2019 New York City E-Prix, a Formula E Championship race taking place on 13 and 14 July in Red Hook, Brooklyn, where Vergne will race through the streets of Brooklyn to defend his title.
TAG Heuer, the Official Time Keeper and Founding Partner of the FIA Formula E Championship, has supported the series since its 2014 inception. Today, the company also proudly serves as the FIA Formula E Official Timing Sponsor and provides the Official Watch and Chronograph of the Championship.
1990s vintage and industrial style
The third of five limited-edition tributes to the Monaco takes its inspiration from the themes, styles and trends of the 1990s. With a steely industrial appearance reflecting the straightforward street style characteristic of this beloved decade, this special collector’s edition features a blue and silvery appearance with dynamic red elements. The stainless-steel square chronograph has a grained rhodium-plated dial with sandblasted subdials featuring blue counters. The flange and Heuer logo are in blue, and the indexes and central seconds hand are red. The blue of the Heuer logo and minute and second scales counters provides a bold contrast to the red touches on the hands and indexes and the red motif featured on the dial. This colour scheme continues with the blue perforated calfskin strap with red stitching.
As with the original, the pushers are on the right of the case while the crown is on the left – an unconventional feature that has distinguished the Monaco over the past 50 years.
The caseback of this 1990s-inspired wristwatch is engraved with the “Monaco Heuer” logo as well as “1989- 1999 Special Edition” and “One of 169”. Sporting a design inspired by the original model, the stainless-steel caseback has vertical and circular brushed patterns and features a polished, vertical and circular brushed finishing. The case houses the renowned Calibre 11, a modern version of the automatic-winding chronograph movement that made its debut inside the original Monaco in 1969. This watch has been produced in an edition limited to 169 pieces.
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.
The watch’s design was the perfect complement to the advanced technology being presented by the Swiss watchmaker at the time. Developed and commercialised by Heuer, the Calibre 11 was the world’s first automatic-winding chronograph movement.
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.
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. British author and journalist Nicholas Foulkes, watch expert Gisbert Brunner and American writer Michael Clerizo all contributed chapters that capture the heritage and innovation that defines the Monaco. Underscoring the timepiece’s bond with its namesake city, H. S. H. Prince Albert II of Monaco wrote the book’s foreword.