TAG Heuer celebrates 50th anniversary of Monaco watch at Monaco Formula 1 Grand Prix

Watches & Jewelry


All eyes were on the Rock of Monaco on May 26 during the Formula 1 Grand Prix. The legendary race inspired the name of one of TAG Heuer’s most iconic timepieces, the TAG Heuer Monaco, created in 1969. This year the Swiss Maison is celebrating the 50th anniversary of the watch.

With its bold design, the TAG Heuer Monaco was an icon right from its creation, embodying the Maison’s unparalleled sense of innovation in both style and watchmaking technology. Not only was the TAG Heuer Monaco the first ever water-resistant square watch, it was also the first to feature an automatic winding chronograph movement.

In honor of the 50th anniversary of this instantly recognizable timepiece, TAG Heuer will unveil five new creations throughout 2019, one inspired by each decade from 1969 to 2019. During the 77th Monaco Grand Prix the Swiss Maison unveiled the first of these five timepieces inspired by the original TAG Heuer Monaco.

Rising star of the Aston Martin Red Bull Racing Max Verstappen, along with Patrick Dempsey, Bella Hadid, Winnie Harlow, Kai Lenny and A-list guests from around the world were welcomed by Stéphane Bianchi, CEO of the LVMH Watchmaking Division and and CEO of TAG Heuer and Frédéric Arnault, TAG Heuer Chief Strategy and Digital Officer for the official unveiling of the first Monaco limited edition timepiece at the Key Largo Villa.

The agenda for the three-day event included a private tour of the Monaco Top Cars Collection museum, a retrospective of the TAG Heuer Monaco, and a debrief of the Grand Prix qualifications with Christian Horner, Team Principal of the Red Bull Racing Formula One team. Guests also enjoyed an performance by DJ Bob Sinclar during an exclusive party on the TAG Heuer Yacht, as well as VIP access to the Grand Prix, for which TAG Heuer has been the Official Watch since 2011.