anodised case. Known as The Dark Lord,
this fragile and rare model was enticing and
today it is coveted by collectors. The first
chapter of the Monaco’s story ends in the
late 1970s.The evolution of the Calibre 11
Heuer became TAG Heuer in 1985, and in
1998, the Monaco’s story continued with
a relaunch model inspired by the original.
This time, it was received with much more
acclaim. 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 has evolved, the Monaco
has kept the revolutionary spirit that made
it both infamous and popular.
Catherine Eberlé-Devaux, TAG Heuer
Heritage Director, comments, “To me,
the Monaco is a door to the TAG Heuer
brand. It’s a piece that catches your
eye and invites you in. Many collectors
start with the Monaco and are then
drawn into our world, eventually finding
another collection to focus on, but always
cherishing the piece that started it all.”
In honour of the fiftieth anniversary
of the TAG Heuer Monaco, the Swiss
watchmaker is releasing a book that
captures the history and spirit of the
unlikely icon. Paradoxical Superstar
documents the lifetime of the Monaco
with archive excerpts, never-before-seen
pictures, and sketches of the designs and
movements. Renowned British journalist
Nicholas Foulkes wrote a chapter
focusing on the Monaco’s history from
1969 to today. Writer and watch expert
Gisbert Brunner authored a chapter
about the technical innovation that has
played an important role in the Monaco’s
success. Famous American writer, editor
and watch aficionado Michael Clerizo
documents the Monaco’s relationship
with Steve McQueen in the third chapter
of the book. Underscoring the timepiece’s
bond with its namesake city, H. S. H.
Prince Albert II of Monaco wrote the
book’s foreword.FROM LEFT
1998 Monaco
Relaunch
1974 Monaco
Dark Lord