TAG Heuer Monaco - References, Prices and Owners' Reviews

The TAG Heuer Monaco is an iconic watch that has marked the history of watchmaking with its bold design and technical innovations. Initially introduced in 1969 by Heuer, it underwent significant development after the takeover of the brand by the TAG group (Techniques d'Avant Garde) in 1985.

Context of the Acquisition by TAG

In 1985, Heuer, then in financial difficulties, was acquired by the TAG group, a company specializing in advanced technologies and owner of the McLaren Formula 1 team. This acquisition gives rise to Tag Heuer, a merger that aims to revitalize the brand by capitalizing on its heritage while incorporating modern innovations.

Renaissance of Monaco

After the acquisition, production of the Monaco, which had been interrupted in the 1970s, was restarted. In 1997, TAG Heuer reintroduced the Monaco with the reference CS2110, a reissue faithful to the original model, but equipped with contemporary technologies. This reissue sparks renewed interest in the watch, notably thanks to its association with actor Steve McQueen, who wore it in the film "Le Mans" in 1971.

Technical and Aesthetic Developments

Over the years, TAG Heuer has introduced several variations of the Monaco, incorporating innovative movements and materials. In 2004, the brand unveiled the TAG Heuer Monaco V4, a revolutionary watch equipped with a belt movement, illustrating TAG Heuer's commitment to watchmaking innovation.

In 2009, to celebrate the 40th anniversary of the Monaco, TAG Heuer launched a limited edition that paid homage to the original design, while incorporating modern improvements, particularly in terms of precision and durability.

Collaborations and Special Editions

The Monaco was also the result of notable collaborations, notably with Gulf Oil, famous for its blue and orange colors. These special editions, like the TAG Heuer Monaco Gulf launched in 2007, celebrate the watch's automotive heritage and reinforce its link with the world of motor racing. Monaco's association with Steve McQueen solidified his status as a cultural icon. Images of the actor wearing the watch in “Le Mans” were widely used in TAG Heuer advertising campaigns, reinforcing the legendary aura of the Monaco.

In 2024, one of the watches McQueen wore while filming was sold at auction for $1.4 million, testament to the historical and emotional value attached to this model.

Design and Features

The TAG Heuer Monaco stands out for its square case, a bold feature that challenges traditional watchmaking conventions. Contemporary models are often equipped with the caliber Heuer 02, an automatic chronograph movement offering a power reserve of 80 hours. The dial generally features two counters, at 3 o'clock and 9 o'clock, and a date at 6 o'clock, while retaining the refined aesthetic that has made the Monaco famous.

Conclusion

Since the acquisition of Heuer by TAG in 1985, the Monaco has undergone a remarkable renaissance, combining respect for the original design and technical innovations. His unwavering link with the world of motor racing and his continued presence in popular culture make it a timeless watch, prized by collectors and watch enthusiasts. The TAG Heuer Monaco remains a symbol of audacity and innovation, perpetuating the pioneering spirit that presided over its creation.

The TAG Heuer Monaco is one of the legendary chronographs in the same way as the Rolex Daytona, the Omega Speedmaster or the Breitling Navitimer notably.

(Updated January 2025)