The Astonishing Story of the TAG Heuer Monaco
Discover the fascinating story of the TAG Heuer Monaco, the watch with the instantly recognisable square case. How did a revolutionary idea from Jack Heuer become a cultural icon? This watch, like other legendary watches worn on screen, has captured the collective imagination and left a lasting impression through the silver screen.
A revolutionary beginning
The TAG Heuer Monaco is one of the most emblematic watches in the history of watchmaking. You can see it on tagheuer.com. Although Jack Heuer did not initially imagine it would become such a legend, his vision and strategic decisions enabled the Monaco to rise to iconic status.
The launch of the Monaco in 1969
The story of the Heuer Monaco begins in 1969 with the introduction of a square watch water-resistant to 100 metres. Powered by Calibre 11, a revolutionary movement in 20th-century watchmaking history, the Monaco—with its unique shape and distinctive aura—was poised to become an icon among sports watches.
In collaboration with Breitling, Hamilton-Buren and Dubois-Depraz, Heuer unveiled the final version of “Project 99”, which included 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 stand out with something bolder.
Innovative water resistance
In the years leading up to 1969, Heuer planned to launch Calibre 11 within the Carrera and Autavia collections, but that was not enough for Jack Heuer, who wanted this new movement to make a major impact. He therefore teamed up with Erwin Piquerez, a Swiss case manufacturer, who designed the Monaco’s square water-resistant case—an industry first. Jack Heuer quickly secured exclusivity for this design for the Monaco and, on 3 March 1969, introduced the Monaco 1133B to the world, writing the first chapter of its legendary story.
Steve McQueen’s role in the Monaco’s popularity
One of the key moments in the Monaco’s history is its appearance in the 1971 film “Le Mans”, worn by Steve McQueen. However, even before that, Jack Heuer had already made a crucial decision. He had established a commercial partnership with Jo Siffert, a Formula 1 driver and the brand’s first ambassador, to promote Heuer watches.
McQueen and Siffert: an iconic pairing
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 the character Michael Delaney wearing the Monaco 1133B, rather than the Autavia typically worn by Siffert, because of its unique, unconventional look. That decision proved to be one of the most pivotal in the history of watch marketing.
Constant evolution
Over the years, the legacy of the original Monaco with Calibre 11 has been carried forward by the CAW211x reference. Since 2009, TAG Heuer has introduced several new models and special editions that celebrate the history of this emblematic watch while incorporating modern technologies and design cues.
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—an homage to motor racing—highlighting the Monaco’s historic link 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 presented a distinct design reflecting the styles and cultural influences of its era, while retaining the Monaco’s signature traits, 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 only 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, showcasing Gulf’s famous blue and orange colours on the dial. This edition pays tribute to the Monaco’s heritage while adding a modern touch through the use of advanced materials and a contemporary aesthetic.
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 cutting edge of watchmaking while preserving its status as an emblematic, timeless watch.
A few 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 tribute 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.
