14 June 2024

The History of the TAG Heuer Monaco: An Icon in Watchmaking


In the world of luxury watches, few timepieces are as iconic and revered as the TAG Heuer Monaco. Known for its distinctive square case and its association with motorsports legend Steve McQueen, the Monaco has secured its place in horological history. At Luxury Watch Repairs, we are proud to announce that our main service centre at 16-18 Hatton Garden has been fully approved and authorised by TAG Heuer HQ in Switzerland to become an official service centre. This accreditation allows us to service the TAG Heuer Monaco with unmatched expertise and provide an extended 3-year warranty. Let’s delve into the fascinating history of this legendary watch.

The Birth of the Monaco

A Revolutionary Design

The TAG Heuer Monaco was introduced in 1969, and it broke the mold of traditional watch design. As the world’s first square-cased automatic chronograph, the Monaco was a bold departure from the round cases that dominated the market. This innovative design was a collaboration between TAG Heuer and the Swiss movement specialist Dubois Dépraz, resulting in the revolutionary Calibre 11 movement.

Steve McQueen and “Le Mans”

The Monaco’s association with Steve McQueen played a significant role in its rise to fame. McQueen wore the watch in the 1971 film “Le Mans,” choosing it for its distinctive and daring design. This appearance solidified the Monaco’s status as a symbol of style and sophistication, capturing the imagination of watch enthusiasts and moviegoers alike.

Evolution of the Monaco

1970s to 1990s: Continued Innovation

Throughout the 1970s and beyond, the TAG Heuer Monaco continued to evolve. Various iterations were released, incorporating new materials and technologies while retaining the signature square case. Despite changes in fashion and technology, the Monaco maintained its unique identity and continued to be a favourite among collectors and aficionados.

The 1998 Reissue

In 1998, TAG Heuer reissued the Monaco, paying homage to the original design while incorporating modern advancements. This reissue reignited interest in the model and introduced it to a new generation of watch enthusiasts. The combination of vintage charm and contemporary performance made the Monaco more popular than ever.

The Monaco Today

Modern Variants

Today, the TAG Heuer Monaco collection includes a variety of models, each offering a unique blend of classic design and modern technology. From the Monaco Calibre 11, which stays true to the original, to the Monaco Heuer 02 with its advanced movement and updated aesthetics, there is a Monaco for every style and preference.

Celebrating Milestones

In 2019, TAG Heuer celebrated the 50th anniversary of the Monaco with a series of limited-edition models. These special editions highlighted the Monaco’s rich history and showcased TAG Heuer’s commitment to innovation and excellence. Each model paid tribute to a different decade of the Monaco’s existence, reflecting the enduring appeal and timeless design of this iconic timepiece.


Official TAG Heuer Service Centre at 16-18 Hatton Garden

At Luxury Watch Repairs, we are dedicated to preserving the legacy and performance of your TAG Heuer Monaco. Our main service centre at 16-18 Hatton Garden has been fully approved and authorised by TAG Heuer HQ in Switzerland to become an official service centre. This prestigious accreditation means that we are fully equipped to handle all aspects of servicing and repairing your TAG Heuer Monaco.

Extended 3-Year Warranty

We understand the importance of maintaining the precision and beauty of your Monaco. That’s why we are proud to offer an extended 3-year warranty on all services performed on TAG Heuer Monaco watches at our centre. Our team of skilled watchmakers uses only genuine TAG Heuer parts and adheres to the highest standards of craftsmanship, ensuring that your timepiece receives the care and attention it deserves.

The TAG Heuer Monaco is more than just a watch; it is a symbol of innovation, style, and timeless elegance. From its revolutionary debut in 1969 to its continued evolution today, the Monaco has remained a beloved icon in the world of luxury watchmaking. At Luxury Watch Repairs, we are honoured to be an official service centre for TAG Heuer and to offer our expertise in maintaining the exceptional quality of your Monaco. Order a free, secure postage pack or visit any of our locations, to experience our authorised services and enjoy the peace of mind that comes with our extended 3-year warranty.

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