A different watch, square, not always easy to wear due to its proportions... But what a joy to have the watch that best symbolizes, for me, the couple Watchmaking and Motorsports. I am more of a fan of F1 than watches and naturally I turned to this model when I was looking for a chronograph watch.

A few months after my purchase, people around me tried to explain to me that I should have taken the model with the winding crown at 9 o'clock rather than at 3 o'clock! More historical and legitimate according to them? Why not and after some research, indeed the history of the Monaco begins with this inverted version... But if we start to look at the whole history of this Monaco with Steve McQueen who would not have really had one... we have not finished asking ourselves questions. Personally, the crown of a watch is on the right like the steering wheel of a car is on the left and I like it like that.

No problem since I got it...

It's almost perfect for me... A little less thick and it would be perfection 👍

Between F1 Passion and Watchmaking Tradition

<p dir="ltr">The Swiss watch brand <strong>Tag Heuer</strong> is the result of the merger in <strong>1985</strong> between the company Heuer, founded in 1860, and the group TAG (Avant Garde Techniques). This union marked the beginning of a new era for the brand, characterized by a combination of technological innovations and a rich watchmaking heritage.</p>
<h2 dir="ltr">Background of the Merger in 1985</h2>
<p dir="ltr">In the 1970s, the Swiss watch industry went through a tumultuous period, known as the "quartz crisis". The mass introduction of cheap quartz watches, mainly from Asia, threatens the survival of traditional mechanical watch manufacturers. Heuer, despite its established reputation in the field of chronographs, did not escape this crisis and encountered financial difficulties.</p>
<p dir="ltr">In 1985, the group TAG, specialized in cutting-edge technologies, particularly in aeronautics and Formula 1, acquires Heuer. This merger gives rise to Tag Heuer, combining Heuer's watchmaking heritage with TAG's technological expertise.</p>
<h2 dir="ltr">Renaissance and Modernization (1985-1999)</h2>
<p dir="ltr">Under new leadership, TAG Heuer is undertaking a strategy to revitalize the brand by building on its heritage while incorporating modern innovations. The brand is reintroducing flagship models such as the TAG Heuer Carrera and the TAG Heuer Monaco, adapting them to contemporary tastes while retaining their iconic design. These reissues are a success with watch enthusiasts.</p>
<p dir="ltr">TAG Heuer is also introducing new product lines, including the<a href="https://www.dialicious.com/en/tag_heuer/2000_series"> TAG Heuer Series 2000</a>, a collection of waterproof sports watches, and the<a href="https://www.dialicious.com/en/tag_heuer/6000_series"> TAG Heuer Series 6000</a>, which combines elegance and performance. The brand strengthens its association with the world of sport, in particular Formula 1, by becoming the official timekeeper of several teams and events. These partnerships reinforce the dynamic and innovative image of TAG Heuer.</p>
<h2 dir="ltr">Acquisition par LVMH et Expansion (1999-2010)</h2>
<p dir="ltr">In 1999, the French luxury group LVMH (Mo&euml;t Hennessy Louis Vuitton) acquires TAG Heuer, thus integrating the brand into its prestigious portfolio. Under the aegis of LVMH, TAG Heuer invests in research and development to design its own movements. In 2004, the brand unveiled the <strong>Calibre 360</strong>, a mechanical chronograph capable of measuring 1/100th of a second, a world first.</p>
<p dir="ltr">TAG Heuer <strong>continues to innovate </strong>with models such as the TAG Heuer Monaco V4 in 2009, the first watch in the world equipped with a movement driven by belts, and the TAG Heuer Microtimer Flying 1000 in 2011, capable of measuring 1/1000th of a second.</p>
<p dir="ltr">The brand is expanding its global presence by opening flagship stores in key cities and strengthening its distribution network.</p>
<h2 dir="ltr">Diversification and Connected Watches (2010-2020)</h2>
<p dir="ltr">Faced with the emergence of connected watches, TAG Heuer decides to adapt to new technological trends.</p>
<p dir="ltr">In 2015, the brand launched the TAG Heuer Connected, its first smartwatch, in collaboration with Google and Intel. This model combines the traditional design of TAG Heuer with the functionality of a modern smartwatch. TAG Heuer is expanding its historic strategy of partnerships, particularly with <strong>automotive brands such as Porsche</strong>, and offers limited editions celebrating iconic events or personalities.</p>
<h2 dir="ltr">Recent Commitments and Future Outlook (2020 - present)</h2>
<p dir="ltr">TAG Heuer continues to strengthen its position in the luxury watch market by focusing on innovation and respect for its heritage. The brand offers reissues of historic models, such as the<a href="https://www.dialicious.com/en/tag_heuer/carrera_chronograph"> TAG Heuer Carrera</a> and the<a href="https://www.dialicious.com/en/tag_heuer/monaco"> TAG Heuer Monaco</a>, incorporating modern technical improvements while retaining the original design. Many limited series will be released to the delight of collectors.</p>
<p dir="ltr">TAG Heuer is committed to green initiatives, including reducing its carbon footprint and using sustainable materials in its products and packaging. <strong>In 2024, LVMH, parent company of TAG Heuer, enters into a 10-year partnership with Formula 1, strengthening the brand's association with motorsport.</strong></p>
<p dir="ltr">In conclusion, since its merger with TAG in 1985, TAG Heuer has navigated between tradition and innovation, consolidating its strong position in luxury watchmaking. By combining its rich heritage with technological advancements and strategic partnerships, the brand continues to appeal to watch enthusiasts around the world.</p>
<p dir="ltr">Check out th&nbsp;<a href="https://www.dialicious.com/en/top/the_best_swiss_watch_brands">Ranking of the best Swiss watch brands</a> or the <a href="https://www.dialicious.com/en/top/the_best_brands_of_motor_sports_watches">Ranking of the best watch brands inspired by motorsports</a>, including TAG Heuer.</p>
<p dir="ltr">(Updated November 2024)</p>

Some watches speak to you and seduce you immediately. This was the case for me with this Monaco Dark Lord. A titanium watch, DLC coating, the watch is both robust and light. The dominant black of the dial mixing two textures, one brushed satin, the other grained macadam style bring out the other red and gold colors of the hands and indexes. A Monaco yes but different.

Monaco Dark Lord

First watch, watch that counts and easy to wear. Easily recognizable for a connoisseur and just a pretty watch for a neophyte. Shiny but not too much. Wearable in all simplicity and circumstances. Be careful of the buckle easily scratched when worn daily. The matte blue contributes to the discretion.

Simple and recognizable

It was given to me in 2003 for my 20th birthday, and since then it has rarely left my wrist. At that time I was passionate about old films and I had discovered Steve McQueen, I even had the opportunity to do a photo shoot in a Mustang Fastback with my watch. Despite its weight and its size, it is still a watch that continues to make me dream. In 20 years it has undergone three revisions, a change of plexiglass due to breakage, several polishing of this same plexiglass and four changes of bracelet. It remains both discreet and recognizable by all enthusiasts.

Movie Watch

Well, here we are, 10 years after my Breitling SuperOcean, and now my 40th birthday is just around the corner.
During this decade, one watch particularly caught my attention.
It was in the spring, on the terrace of a restaurant, a few tables away from me, someone was wearing a magnificent square watch with a sunray dial that fascinated me. It was the famous Monaco.
So the day I went to the store to buy it, and even though the salesman offered me a new model with a matte dial and crown on the left, I chose the sunray dial that had made me dream a few years before.
It didn't take me long to realize how vulnerable it was to shock, and that's perhaps the only flaw I've found in it in the 9 years it's been part of my daily life.
It also made me rediscover the joy of wearing a "crocodile" strap, but without the drawbacks thanks to its folding clasp that reconciled me with this type of strap.
Its transparent case back is beautiful, although a little small.
Its square-shaped sapphire crystal above its sublime dial is invulnerable, unlike its case… the image of Steve McQueen is just the cherry on the cake.

The Second

A circle is a square, a square is a circle. No, it wasn't Arielle Dombasle who bewitched me, but my Tag Heuer Monaco! I fell under the spell of this watch thanks to its atypical design: a thick square case, a prominent sapphire crystal and a petrol blue dial that is recognizable among thousands. Its case is very angular, which makes it quite fragile: it easily takes impacts. Being quite recognizable (maybe ostentatious?), I only wear this watch on weekends or on vacation. So I really enjoy wearing it because I know that good times are to come! I also learned a lot about the history of watchmaking by studying the birth of the Tag Heuer Monaco, which is a marker of its time. It's a joy to have it in my collection!

A time that counts

For years, I was looking at this watch without really understanding the concept. One day, for no reason, my opinion changed...and this watch became an obsession. Unique because of its square shape, because of its winder on the left, this watch has become an obvious choice in my collection. Despite its shape, it fits very well on the wrist and is very comfortable.

TAG HEUER MONACO CALIBRE 11

My 2nd Tag Heur still in the auto passion line with its blue background and dashboard-style dials. Its very atypical square side makes it a watch that is as chic as it is original. It is the watch for big nights and distinguished outings, both in casual and business mode. I love it!!!

A watch as legendary as it is original

<p>La marque <strong>SYE</strong> [Start Your Engine] a &eacute;t&eacute; cr&eacute;&eacute;e en <strong>2020</strong> par Arnaud Pezeron &agrave; c&ocirc;t&eacute; de Paris en France. La marque inaugure le Sport Tailoring au poignet. Elle propose des montres sport-chic de caract&egrave;re, fiables, ludiques et abordables inspir&eacute;es de l'univers de la m&eacute;canique auto-moto. La gamme comprend deux mod&egrave;les distincts, la <a href="https://www.dialicious.com/sye/mot1on_automatic_24">SYE MOT1ON Automatic 24 </a>et la <a href="https://www.dialicious.com/sye/mot1on_chronograph">SYE MOT1ON Chronograph</a>.</p>
<p>Cette marque embarque une innovation sur le changement du bracelet disponible en acier ou en cuir. La montre n'offre aucun espace entre le bracelet et la boite d&ucirc; &agrave; l&rsquo;absence de cornes, ce qui am&eacute;liore son confort et sa portabilit&eacute;.</p>
<h2 class="p1">Combien co&ucirc;te une montre&nbsp;SYE&nbsp;?</h2>
<p class="p1">La gamme SYE comporte deux mod&egrave;les disponibles sur le site de la marque : La <strong>SYE MOT1ON Automatic 24</strong> est propos&eacute;e &agrave; partir de <strong>750&euro;</strong>. La <strong>SYE MOT1ON Chronograph</strong> est propos&eacute;e &agrave; partir de <strong>599 &euro;</strong>.</p>
<p><strong>SYE</strong> est ind&eacute;pendante et produit plusieurs centaines montres par an tous mod&egrave;les confondus. Pour choisir une SYE qui vous correspond le mieux, les <strong>avis clients Dialicious</strong> sont une pr&eacute;cieuse ressource pour &eacute;valuer chacun des diff&eacute;rents mod&egrave;les &agrave; travers l'exp&eacute;rience r&eacute;elle des clients.</p>
<p class="p1"><span class="s1">Consultez le <a href="https://www.dialicious.com/top/les_meilleures_marques_de_montres_francaises"><span class="s2">Classement des meilleures marques de montres fran&ccedil;aises</span></a> dont SYE fait partie.</span></p>
<p>(Mise &agrave; jour Novembre 2023)</p>

<p dir="ltr">The brand <strong>SYE</strong> [Start Your Engine] was created in <strong>2020</strong> by Arnaud Pezeron near Paris in France. The brand is introducing Sport Tailoring on the wrist. It offers sporty-chic watches with character, reliability, fun and affordability inspired by the world of car and motorcycle mechanics. The range includes two distinct models, the<a href="https://www.dialicious.com/en/sye/mot1on_automatic_24"> SYE MOT1ON Automatic 24</a> and the<a href="https://www.dialicious.com/en/sye/mot1on_chronograph"> SYE MOT1ON Chronograph</a>.</p>
<p dir="ltr">This brand has an innovation in changing the bracelet available in steel or leather. The watch offers no space between the bracelet and the case due to the absence of lugs, which improves its comfort and portability.</p>
<h2 dir="ltr">How much does a SYE watch cost?</h2>
<p dir="ltr">The SYE range includes two models available on the brand's website: The SYE MOT1ON Automatic 24 is offered from &euro; 750. The SYE MOT1ON Chronograph is offered from &euro; 599.</p>
<p dir="ltr">SYE is independent and produces several hundred watches per year, all models combined. To choose an SYE that best suits you, the Dialicious owners' reviews are a valuable resource for evaluating each of the different models through real customer experience.</p>
<p class="p1"><span class="s1">Check out the&nbsp;<a href="https://www.dialicious.com/en/top/the_best_french_watch_brands"><span class="s2">Ranking of the best French watch brands</span></a>, including SYE.</span></p>
<p dir="ltr">(Updated November 2023)</p>

<p dir="ltr">The <strong>TAG Heuer Monaco</strong> 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.</p>
<h2 dir="ltr">Context of the Acquisition by TAG</h2>
<p dir="ltr">In 1985,&nbsp;<a href="https://www.dialicious.com/en/heuer">Heuer</a>, 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 <strong>acquisition gives rise to Tag Heuer</strong>, a merger that aims to revitalize the brand by capitalizing on its heritage while incorporating modern innovations.</p>
<h2 dir="ltr">Renaissance of Monaco</h2>
<p dir="ltr">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 <strong>its association with actor Steve McQueen</strong>, who wore it in the film "Le Mans" in 1971.</p>
<h2 dir="ltr">Technical and Aesthetic Developments</h2>
<p dir="ltr">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.</p>
<p dir="ltr">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.</p>
<h2 dir="ltr">Collaborations and Special Editions</h2>
<p dir="ltr">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 <strong>his status as a cultural icon</strong>. Images of the actor wearing the watch in &ldquo;Le Mans&rdquo; were widely used in TAG Heuer advertising campaigns, reinforcing the legendary aura of the Monaco.</p>
<p dir="ltr">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.</p>
<h2 dir="ltr">Design and Features</h2>
<p dir="ltr">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.</p>
<h2 dir="ltr">Conclusion</h2>
<p dir="ltr">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.</p>
<p dir="ltr">The TAG Heuer Monaco is one of the legendary chronographs in the same way as the&nbsp;<a href="https://www.dialicious.com/en/rolex/daytona">Rolex Daytona</a>, the <a href="https://www.dialicious.com/en/omega/speedmaster_moonwatch">Omega Speedmaster</a> or the&nbsp;<a href="https://www.dialicious.com/en/breitling/navitimer">Breitling Navitimer</a> notably.</p>
<p dir="ltr">(Updated January 2025)</p>

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