Looking back on 50 years of the TAG
Heuer Monaco
As is the case with many iconic design
classics, the Heuer Monaco (TAG was not
part of the company name at the time)
divided opinion. When it was introduced
at simultaneous press conferences in
New York and Geneva on 3 March 1969,
most people’s reactions were less than
enthusiastic. Every aspect of the watch’s
design was radical; the metallic blue dial,
the red and light blue hands, the square
case and the placement of the crown on
the left-hand side.
“We wanted to create an outstanding
and innovative product, something
avant-garde,” said TAG Heuer Honorary
Chairman Jack Heuer. “When I saw the
square case, I immediately knew it was
something special. Until then, square
cases were only used for dress watches
because it was not possible to make them
water-resistant. We went forward with this
unconventional design and negotiated the
exclusive use of this revolutionary case for
the Monaco wrist chronograph.”FROM TOP
1969 Ad for Heuer
Monaco Chronograph1969 Monaco 1133B in
its original Box