A Brief History of the TAG Heuer Monaco

How a revolutionary concept by Jack Heuer became a cultural icon.

The (TAG) Heuer Monaco is one of the most iconic, significant and recognizable watches in the history of watchmaking. It is clear that Jack Heuer did not conceptualise it that way but in time and within his role as the head of the company, he took all the right decisions to put Monaco on a pedestal.

The story of the Heuer Monaco began in 1969 with the introduction of a square cased watch, which was water-resistant to 100 meters. Powered by Calibre 11, another great name from the 20th-century history of watchmaking, the Monaco with its peculiar shape and aura was all set to become an icon in the world of sports watches.


    May 2021


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