[All posts](/blog/) [ History](/blog/categories/history/) ## The TAG Heuer Monaco Story Published on November 24, 2023 ![](/_next/image/?url=https%3A%2F%2Fa.storyblok.com%2Ff%2F321609%2F1536x1536%2Fff04c4c69b%2Ftag-heuer-blue-90s-moncao-edited-hr-231122-1536x1536.jpg&w=3840&q=75) The story of the TAG Heuer Monaco is more than just the story of a watch model. It’s multiple stories that combine to make for one extremely famous watch. It’s easily the most famous square watch in the world, it’s always been linked with motor racing, and there have been a huge number of varieties for collectors ever since. ## ![](/_next/image/?url=https%3A%2F%2Fa.storyblok.com%2Ff%2F321609%2F1536x1536%2Fff04c4c69b%2Ftag-heuer-blue-90s-moncao-edited-hr-231122-1536x1536.jpg&w=3840&q=75)**The First Automatic Chronograph** The launch of the Monaco was important both for TAG Heuer and the Swiss watch industry at large as it was one of the first automatic chronographs to launch in 1969\. Automatic, or self-winding watches were hugely outselling manual winding watches and the lack of a self-winding chronograph saw the category struggle in the min-1960s. In combination with three other companies, Breitling, Hamilton-Buren and the movement specialist Dubois-Depraz, they developed an exclusive movement that was notable for having it’s setting and winding crown on the left hand side. The chronograph pushers, or buttons, remained on the right hand side. Heuer (as it was known at the time) did a special deal with a case manufacturer for exclusive rights to the world’s first waterproof square case. This tied in with their desire to make something radical to highlight their first automatic chronograph. They had a great watch, and it launched to worldwide press attention in early March 1969. ![](/_next/image/?url=https%3A%2F%2Fa.storyblok.com%2Ff%2F321609%2F1536x1536%2Feccae7f4c9%2Ftag-heuer-monaco-blue-from-june-22-meetup-edited-hr-220615-1536x1536.jpg&w=3840&q=75) ### **The Other Early Automatic Chronographs** We wrote about the [Zenith El Primero](https://www.thewatchcollectorsclub.com/the-zenith-el-primero-story/), another very famous automatic chronograph, but they didn’t start delivering their watches until much later that year. The third automatic chronograph to launch that year was made by Seiko and they didn’t launch the watch worldwide until 1970. ## **TAG Heuer and Formula 1** Heuer and TAG Heuer have been linked with Formula 1 since 1970, as Jack Heuer got a connection to the young Swiss Formula 1 driver Jo Siffert from someone he knew at his golf club. Within weeks a deal was made to sponsor Siffert and his car. The placement of the Heuer logo on his overalls and the car made the brand globally famous. Crucially, Siffert could also buy watches at wholesale prices and sell them to his friends and people in the F1 world. This was extremely successful in putting the Monaco on the wrists of some very famous drivers and associating it with the glamour of the F1 world. ### ![](/_next/image/?url=https%3A%2F%2Fa.storyblok.com%2Ff%2F321609%2F884x1024%2Fc859f86648%2Fjo-siffert-from-brm-website-hr-231122.jpeg&w=1920&q=75)**The Le Mans film with Steve McQueen** TAG Heuer had retained a property master in Hollywood to try and get their watches into films. He managed to get them onto the most famous racing film of them all, Le Mans, starring Hollywood superstar Steve McQueen. With only two weeks notice TAG Heuer had to get the wristwatches, clocks, race timing devices and signage from Switzerland to the Le Mans racetrack in Northwest France. While crossing the border their driver was fined and had to pay customs import duties. To prevent this happening again at the end of filming, Jack Heuer recommended that they remaining watches and equipment be given to the actors and film crew. This further ensured the Heuer Monaco was on the wrist of some of the most glamorous drivers of the day. ![](/_next/image/?url=https%3A%2F%2Fa.storyblok.com%2Ff%2F321609%2F602x644%2F42fe86374b%2Fsteve-mcqueen-in-tag-heuer-overaslls-wearing-monaco-from-tag-heuer-website-hr-231122.jpg&w=1920&q=75)_Steve McQueen while on set for the Le Mans film while wearing his Moncao. Photo courtesy of Tag Heuer_ ## **The Monaco Variations** While the iconic square shape has barely changed over the last 54 years, there are many exciting variations. As early as 1974 they released a black PDC coated version that was nicknamed the Dark Lord by collectors. The special Gulf racing editions remain very popular. This year to celebrate the 80th anniversary of the Monaco Grand Prix they’ve released some skeletonised models which are superb, with very exciting lume on top of the see-through dial. This variety means there can be something for everyone who likes the model. ![](/_next/image/?url=https%3A%2F%2Fa.storyblok.com%2Ff%2F321609%2F1536x2048%2F41e7a645c9%2Fpxl_20231116_194102572-1536x2048.jpg&w=3840&q=75)_A skeletonised model from the current range in a black PDC case with bright blue lume._ ## **Conclusion** The Monaco is one of the watch world’s most iconic timepieces. It’s association with motorsports remain undimmed, and the innovation that TAG Heuer bring to bear in the model continues to surprise their fans. For more, read all about TAG Heuer’s other famous models in our Posts on the [Carrera](https://www.thewatchcollectorsclub.com/the-tag-heuer-carrera-story/) and their [association with motorports](https://www.thewatchcollectorsclub.com/racing-heuer-and-the-ever-present-tachymeter/). ## Subscribe to newsletter Subscribe to receive the latest blog posts to your inbox every week. Subscribe Subscribe By subscribing you agree to with our [Privacy Policy](/privacy-policy). ## Featured articles [ How ToWhat to expect at a Watch Show](/blog/what-to-expect-at-a-watch-show/) [ HistoryThe TAG Heuer Carrera Story](/blog/the-tag-heuer-carrera-story/) [ The ClubHighlights from our Geneva Experience](/blog/highlights-from-geneva-watch-experience-april-2026/) ## Continue exploring Dive into more content from The Watch Collectors Club. 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