Sunday 26th May 2019 was the day that myriads of petrolheads were waiting for a whole year: Monaco’s Formula 1 Grand Prix.
This event won’t be remembered just for the race victory by five-times world champion and Mercedes’ pilot Lewis Hamilton, but also because in this day, the celebrations for the 50th anniversary of the iconic TAG Heuer Monaco began.
And what better location could be chosen if not the city that inspired its name, in the Grand Prix weekend, 90 years after its first edition.
50 glorious years of history, keeping intact its bold and gritty soul
The Monaco’s first edition (pictured above) was introduced the 3rd of March 1969, in two simultaneous conferences in Geneva and New York.
This timepiece was an historic achievement for the swiss maison. They were displaying, for the first time in history, a timepiece powered by Calibre 11, the world’s first automatic chronograph movement.
To make this innovation stand out even more and leave an indelible mark in horology’s history, Heuer’s CEO Jack Heuer, thought that an eye-catching design was needed, combining functionality, aesthetics and technology, capable to leave watch enthusiasts speechless.
Heuer definitely hit the target. The metallic blue dial, square case (waterproof, for the first time) and crown on the left astonished everyone, yet raising contrasting opinions.
Over the years, this icon from the swiss maison has been left almost untouched, but some editions became emblematic as the model itself.
Two special versions: Monaco Steve McQueen and Gulf
The first is the mythical piece worn by the American idol Steve McQueen in 1971 movie Le Mans, while driving a Porsche 917. Rumors says that McQueen insisted to wear this watch, instead of the Heuer Autavia the authors initially intended.
The movie also represents the most significative meeting between TAG Heuer and Gulf, oil company that pioneered submarine oil-drilling, symbol of constant innovation and development, historical sponsor of the automotive world.
These ideals, similar to Jack Heuer’s, gave birth to a very important collaboration. In 2005 the first TAG Heuer Monaco Gulf “Vintage” (Ref. CW2118) was introduced, characterized by the company logo on the white dial, as well as two stripes (red and blue) that recalls the pilot suit worn by Steve McQueen in the movie. Other editions were released over the years, mainly differenced by dial colors and fitted caliber.
These collection models’ price never been particularly high, but they kept their value over time pretty well, even increasing in some cases. Today, they are priced in a range between € 4.500 and 6.000.
The news after 50 years
For the Monaco’s 50 years, TAG Heuer decided to present 5 models, one for each decade, inspiring to trends, colors and styles typical of each era.
For the Monaco’s first decade, the swiss maison opted for a green Cotes de Geneve dial. This is a finish that displays Swiss artisans’ ability, giving a retro feel, with shades of green and brown according to light.
The subdials are small, with a sunburst black-gold plating. The hands, with red and yellow hints like the indexes, are covered in SuperLuminova. This color palette truly represents the 70s aesthetics this edition is playing homage to.
Different engravings can be found on the caseback: “Monaco Heuer”, “1969-1979 Special Edition” and “One of 169”. To enrich this highly coveted edition, the production is limited to 169 examples, priced around € 5.800.
The second decade is embodied by a red dial version
Presented close to Le Mans 24-hours race, the second “episode” of the Monaco 50th Anniversary is dressed in a really vivid color, in true 80s style. It’s an homage to this decade’s culture, when the Monaco already was an icon thanks to Steve McQueen, and Ferrari was becoming the leader of Formula 1.
In this edition too, we find the Caliber 11 and the original logo on the caseback, with the inscriptions “1979-1989 Special Edition” and “One of 169”, to remind the 169-pieces limited edition. Like the previous, the price is around € 5.800.
A true collectors’ item
The value of the Monaco isn’t only in its construction quality, its durability and robustness, it mainly is in his history and precise market strategies.
TAG Heuer introduces every year a slightly different but significative aesthetics example, that makes every variant of this watch a “special” edition, in its own way. Time then makes them become exclusive and prestigious models as we saw, and maybe will see for these 5 new editions.
Translated by Lorenzo Spolaor (@itsdoc_oclock)
