Monday 3rd June

| BY Dino Bonacic

50 Years Later… Tag Heuer Kick Off The Birthday Celebrations for Their Monaco Watch

What’s better than one fabulous birthday party? A year-long birthday party. That’s how they do it at Tag Heuer at least. In honour of their Monaco timepiece turning 50, the Swiss watchmakers are taking b-day celebrations to a whole new level. It all kicked off last week at the Monaco Grand Prix, one of the biggest races on the Formula 1 tour, in the company of Bella Hadid, Patrick Dempsey and Winnie Harlow. Fun crowd that. Tag Heuer, also known as the timekeepers to the races, announced the ongoing bash coming our way in the form of five special edition Monacos, each dedicated to a decade of its rich heritage. The first one, launching now, is the re-interpretation of the original piece. Drawing inspiration from the period between 1969 and 1979, when the Monaco boomed onto the watchmaking scene as an instant hit, garnering fans in Hollywood. Most recognisably worn by Steve McQueen on the set of Le Mans, it was the first ever water-resistant square watch, as well as the first to feature an automatic-winding chronograph movement.

However, instead of literally recreating the original watch, Tag Heuer interpreted the classic shape through elements we relate to the time it dates back to. Part 1970s Show, part Brady Bunch. Its strap is made in perforated, distressed brown leather, while the dial reflects the quilting on the seats of vintage cars. Created in only 169 pieces, the Tag Heuer Monaco Calibre 11 is the definition of a modern-day luxury. Excelling in technology and pushing the limits in style, it’s the kind of collectible gem that will become part of your heirloom. That is, if you get your hands on one – all the pieces are already sold out online. The next variation, dedicated to the 1980s, is dropping on June 15th and is bound to go quick, so make sure to set your alarms early and clear your credit card limit. Trust, it’s definitely worth. At least you’ll know what time you need to pay your next bill.

The Tag Heuer Monaco Calibre 11 is available in selected stores.

tagheuer.com