In 1860, at the age of 20, Edouard Heuer founded his watchmaker’s workshop in the Jura Mountains of Switzerland. Creating the Mikrograph in 1916, sponsoring Formula 1 teams in the 1970s or launching the first luxury connected watch in 2015 are just a few examples of the major technical innovations, ultimate accuracy and passion for disruptive design that define our unique spirit. Headquartered in La Chaux-de- Fonds, TAG Heuer operates in four production sites – mastering the whole watchmaking process – and is represented on all continents through 4,500 points of sale, including 170 TAG Heuer boutiques.
TAG Heuer timepieces are designed for those who love challenges. Their influence is enhanced by a unique communication based on three pillars: sport, lifestyle and heritage, embodying Tag heuer’s legacy and DNA. Their partnerships and ambassadors illustrate an open-minded and open-door culture, with the most prestigious and avant-garde names teaming up with TAG Heuer: the Aston Martin Red Bull Racing, the Formula 1 Monaco Grand Prix, the Formula E championship, the biggest football leagues in Europe, the Americas and Asia, Manchester United, trendsetter Cara Delevingne, and actors Chris Hemsworth and Patrick Dempsey.
TAG Heuer continued its 50th anniversary celebrations of the Monaco timepiece at the Monaco Formula 1 Grand Prix, the legendary event that gave the watch its name in 1969, with an exclusive party last Saturday evening.
Hosted on the TAG Heuer Yacht, moored in the bay of the Principality, the party was attended by Patrick Dempsey, Bella Hadid, Winnie Harlow, Jourdan Dunn, Kai Lenny, Jean-Eric Vergne, Richard Madden and Daniel Bruhl. Guests enjoyed cocktails, evening dinner and a live performance by DJ Bob Sinclair.
Earlier in the morning, invited guests attended a private tour of the Monaco Top Cars Collection Museum including a retrospective exhibition of the Monaco timepiece. This was followed by a track and pit lane tour, F1 qualifying sessions viewing from the exclusive TAG Heuer Lounge and a special debrief of the Grand Prix qualifications with Christian Horner, Team Principal of the Red Bull Racing Formula One team.
Since its debut, the Monaco watch and the Monaco Formula 1 Grand Prix, for which TAG Heuer has been the Official Watch since 2011, have had a strong connection – the most glamourous Grand Prix of the Formula 1 season gave its name to the TAG Heuer Monaco collection in 1969.
Last Friday, TAG Heuer unveiled the first of five new collector timepieces inspired by the original Monaco. Five creations of the timepiece will be successively revealed throughout 2019.
The daring and iconic design of the Monaco has made it instantly recognizable. Every aspect of the timepiece’s design was radical and went where no other watch had gone before in terms of design and 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.
Featured Image: Patrick_Dempsey and Pierre Gasly celebrate 50 Years of the Monaco Watch at the Formula 1 Grand Prix De Monaco, the legendary event that gave the watch its name in 1969, on May 26, 2019 in Monaco, Monaco. (Photo by Jean-Francois Galeron for TAG Heuer)
Credit: David M. Bennett
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