In 1969, TAG Heuer introduced the world to the “Monaco”, a rebellious, square case watch that was an all in one for motoring enthusiasts. Today it’s one of the most sought after models from the brand, and continues to have close ties to Formula 1’s most prestigious race.
Here’s how the TAG Heuer Monaco got so popular.
The year was 1969. The world was on the cusp of a new decade, humming with innovation and change. Amidst this backdrop, Heuer introduced the Monaco, a watch that broke the mould of traditional circular watch faces.
The square faced watch made a statement, which was Jack Heuer’s intent. The man behind the brand sought to create a watch that would house the now hugely popular (and revolutionary for the time) Calibre 11, an automatic chronograph movement. Together with case manufacturer Erwin Piquerez, they developed a water-resistant square case that was unheard of at the time.
The 1969 Tag Heuer Monaco / Tag Heuer
The watch took its name from the Monaco Grand Prix, the most prestigious race on the Formula 1 calendar, and at the time Heuer was making strategic moves in the racing world. They’d already been the official timekeeper for many years, whilst also being the first luxury watch brand to have its logo on a Formula 1 car in 1969 and by 1971, sponsoring entire teams.
While the Monaco’s design was groundbreaking, its rise to icon status was the catalyst of a man who epitomised the casual cool, Steve McQueen. During the filming of the 1971 movie Le Mans, McQueen, aiming for authenticity, chose to wear the Monaco to match the style of his friend and racing driver Jo Siffert.
McQueen’s portrayal of Michael Delaney with the Monaco prominently displayed on his wrist made the watch incredibly popular, and the iconic image of him in the racing suit, glancing at the square faced watch became a hit amongst watch and racing enthusiasts.
Steve McQueen styled like Joseph Siffert for the Le Mans movie, with a Monaco 1133 B on his wrist / Bernard Cahier
Over the decades, the Monaco has undergone various transformations with each paying homage to its roots and taking on contemporary advancements in technology and design. Tag Heuer would go on to be a primary sponsor for Ayrton Senna, who featured their watches pre and post race, whilst in 2009, they commemorated the 40th anniversary of the original, releasing the CAW211A.
This edition featured the signature blue dial with white subdials, the crown positioned on the left, and a 38mm case. Powering it was the modern Calibre 11, a movement that retained the spirit of its predecessor.
Subsequent iterations, like the CAW211B and CAW211C, continued this legacy, introducing subtle variations in colour and design. The 50th-anniversary editions in 2019 further showcased the Monaco’s versatility.
Beyond its technical and design evolution, the TAG Heuer Monaco has been frequented on the wrists by many actors, musicians, and athletes. Think Steve McQueen, Bruce Springsteen, and Max Verstappen.
In Formula 1 specifically, TAG Heuer remains at the forefront, taking over from Rolex as the official timekeeper of the sport, and positioning themselves as the hallmark racing supporter.
The original print ad for the Tag Heuer Monaco / Tag Heuer Archives
Wearing the watch may take some getting used to, however it pairs seamlessly with a variety of styles. Whether dressed in a tailored suit or a casual ensemble, it will add just enough sophistication to be the perfect conversation starter. A must have if you’re aiming to have the ultimate watch collection.
It was an impressive marketing move by TAG Heuer, to launch the new calibre 11, a new design era and promoting their growing ties in the increasingly popular motorsport world. And they did it perfectly.