TAG Heuer honorary chairman Jack Heuer answers questions in relation to the release of the Limited Edition TAG Heuer Monaco.

1. What was the inspiration for the Monaco?
It was closely related to the most important product launch in my life — the first automatic chronograph, which was unveiled on March 3rd, 1969.

In preparation for this major announcement, we decided to not only bring out one single model but a full range to satisfy all of our client segments. We knew we needed a Carrera model and decided also on the Autavia, a bit heavier with a turning bezel, for our automotive and aviation public. But then we also saw a need for a completely new design in chronographs.

All our chronographs in the 60s were water-resistant. Up until then all our watches had been round, due to the lack of water-resistance in square or barrel-type cases. Then a case maker, Piquerez, showed us his new waterproofing system for square cases, the one with the four notches that clip into the back of the case and, through tension, creates water resistance. This was an entirely new, patented and innovative technique, and so we negotiated with Piquerez for exclusivity on all chronograph applications. We knew it would be an avant-garde design, but it was not only the first square automatic chronograph, it’s also one of the first water-resistant square watches. 

2. How did Steve McQueen come to wear a Monaco?
Heuer watches were worn by Jo Siffert, a Swiss Le Mans and Formula 1 driver who became our first official ambassador. For the Porsche 917 driving scenes, McQueen wanted to remain as faithful as possible to the race driver’s universe, so he insisted that the film’s accessories department procure him Jo Siffert’s complete driving suit, which, of course, had to include a Heuer chronograph. The Monaco’s starring role on the actor’s wrist helped create its legend, but it was the chronograph’s radical look and its complete break with tradition both inside and outside the case that made it stand out from the pack.

3. Why is it called Monaco?
This new model was really quite avant-garde and we needed a name that would appeal to a chic, high-end target public, the kind of public who frequents places like Monte Carlo, which, in those Grace Kelly years, was extremely fashionable. However, we had already developed the Monte Carlo watch (the famous dashboard stopwatch) with the jumping 12-hour disc, so we decided to create the Monaco, which would attract an elite public.

4. What do you personally like about the Monaco?
When we launched the Monaco, we were quite anxious because it was such a daring new look! However, since it was part of a trio, most of our retail clients bought all three models, which gave it good exposure immediately. It was bought by architects and actors, and of course the fact that Steve McQueen was very clearly shown wearing it in the film Le Mans, gave it a glamorous as well as a rebellious image. In other words, we reached the public we had hoped for! Personally, I like its strong, unusual look — it sort of fits our corporate philosophy of following a different path from our peers.

5. You created the Monaco close to 40 years ago and later revived it in the TAG Heuer collection. Now it is one of the most popular series. What do you think and feel about it?
Traditionally, chronograph designs have always been and still are round designs. So, using a totally new shape that still allows full use of chronograph features is very much in line with the “TAG Heuer Swiss Avant-Garde since 1860” motto. I am rather proud that we had the courage so many years ago to launch such a revolutionary piece. It has caught on in such an amazing way with today’s public and its shape and design are still fully up to date with our clientele’s taste. The Monaco’s resolutely geometrical model helped usher in the big comeback of special-shape watches.