TAG Heuer held a private cocktail party amid the 14th edition of the Monaco Historic Grand Prix to celebrate the opening of the new TAG Heuer Boutique and launch of a limited-edition Monaco Chronograph, reminiscent of the colors of the principality.
The cocktail was hosted by CEO of TAG Heuer, Julien Tornare, who welcomed friends and family of the brand to celebrate this opening held in the new boutique on Place du Casino during one of the most prestigious events in the classic car racing calendar: The Monaco Historic Grand Prix.
The Grand Prix weekend brings together a community of owners, drivers and spectators that relish the spectacle of historic Grand Prix racing and the warm spirit around the legendary circuit. The opening of a boutique in the heart of Monaco during this key moment further highlights TAG Heuer’s connection of over a century to motorsport dating back to 1911.
The evening was joined by notable guests, including Hollywood actor, racing enthusiast and TAG Heuer ambassador, Patrick Dempsey, as well as Bianca Senna – niece of legendary Brazilian driver Ayrton Senna who passed tragically 30 years ago – gathered for a glamorous and vibrant night in Monaco.
The 20-square-meter point of sale, located on Place du Casino in the heart of the Principality of Monaco, conveys the brand's values of excellence: innovation, precision and passion for speed sports. TAG Heuer builds on this visibility to introduce a new Monaco Chronograph in a limited edition of 50; the ideal at-the-wheel companion whether on racing circuits or roads.
THE RACE FOR EXCELLENCE
TAG Heuer has put its trust in the Aubéri Group to support it in this development. The leader in watch/jewelry distribution in the region has established itself as the obvious partner, both for its expertise and for the long-term relationship it has fostered with the avant-garde brand. Aubéri, headed by Mr Audion, already has 15 stores in the area and is thereby expanding its network by opening the doors of a third boutique with TAG Heuer, supplementing its presence in Nice and Cannes.
The boutique enjoys a prime location as it blends perfectly into the landscape of Monaco, at the epicenter of the principality, itself known for its very strong links with motor racing. The cradle of Formula 1, Monaco will this year host the Historic Grand Prix from May 10 to 12, a race bringing together drivers, enthusiasts and athletes from around the world. This legendary automotive event adds a unique dimension to this exclusivity.
AN ICON INSPIRED BY MOTOR RACING
Since its inception in 1969, the TAG Heuer Monaco has been a symbol of contrarian design. With its distinctive square shape, its left crown, its brushed and polished steel case, and its blue dial, the Monaco has shattered conventions in the world of watchmaking. Notably, it became the first water-resistant square chronograph wristwatch, further solidifying its status as an icon. Ahead of its time with its avant-garde aesthetics, it found admiration among creative visionaries like Sammy Davis Jr., Stanley Kubrick, and Steve McQueen.
Beyond its avant-garde design, the Heuer Monaco symbolizes the unbreakable bond that unites the brand and the principality which, every year, plays host to one of Formula 1's most renowned races. This relationship holds a special place in the heart and history of the brand and remains to this day a key element of TAG Heuer's identity.
THE TAG HEUER MONACO CHRONOGRAPH
The new TAG Heuer Monaco Chronograph is driven by a Heuer 02 manufacture movement, housed in a robust yet light titanium case. The timepiece will be launched on Saturday, May 11, 2024. It is available in a limited and numbered edition, engraved with the indication ‘ÉDITION LIMITÉE XXX / 50’. True to its motor racing DNA, the watch comes with an innovative bi-material bracelet, designed with a combination of white rubber and red embossed calf hide for optimal comfort.
The dial sports contrasting red features, such as the chronograph hand, counters or indexes, guaranteeing road-proof readability. The hour and minute hands, as well as the eight indexes, are enhanced with Super-LumiNova©, ensuring visibility in all circumstances. The TAG Heuer logo as well as the ‘MONACO’ indication are positioned at 12 o'clock. The ‘24’ inscription in red numerals is easily identifiable and highlights the timepiece’s launch year.
TAG Heuer Monaco store
Place du Casino
98 000 Monaco
+ 377 97 98 09 24
mailto:contact@TAGheuer-monaco.com
Opening hours:
From Monday to Saturday - 10:00 am to 7:00 pm
Sundays - 10:00 am to 7:00 pm in high season
