TAG Heuer Opens New Monaco Boutique and Unveils Limited Edition Monaco Chronograph at 2024 Historic Grand Prix
Monaco, May 10, 2024: Coinciding with the 2024 Monaco Historic Grand Prix, TAG Heuer, the Swiss luxury watchmaker known for its precision and avant-garde design, proudly announces the opening of its new boutique in the heart of Monaco. Located on Place du Casino, the 20-square-meter boutique embodies TAG Heuer’s core values of excellence, innovation, precision, and passion for motor sports. To celebrate this milestone, TAG Heuer is also launching a new Monaco Chronograph, limited to 50 pieces, ideal for both racing circuits and roads.
The Race for Excellence
TAG Heuer has partnered with the Aubéri Group to support this expansion. Aubéri, a leader in watch and jewelry distribution in the region, is an ideal partner due to its expertise and long-standing relationship with the avant-garde brand. Led by Mr. Audion, Aubéri already operates 15 stores in the area and is enhancing its network by opening this third TAG Heuer boutique, complementing its presence in Nice and Cannes.
Prime Location in the Heart of Monaco
The boutique’s prime location in Monaco’s epicenter seamlessly integrates into the landscape of the principality, known for its strong ties to motor racing. Monaco, the cradle of Formula 1, will host the Historic Grand Prix from May 10 to 12, attracting drivers, enthusiasts, and athletes from around the world. This legendary automotive event adds an exclusive dimension to the boutique’s opening.
An Icon Inspired by Motor Racing
Since its debut in 1969, the TAG Heuer Monaco has been a symbol of bold, contrarian design. With its distinctive square shape, left-hand crown, brushed and polished steel case, and blue dial, the Monaco has defied conventions in watchmaking. It was the first water-resistant square chronograph wristwatch, earning its status as an icon admired by creative visionaries like Sammy Davis Jr., Stanley Kubrick, and Steve McQueen.
Beyond its innovative design, the Heuer Monaco represents the enduring bond between TAG Heuer and Monaco, a key element of the brand’s identity, highlighted annually by the principality’s renowned Formula 1 race.
The New TAG Heuer Monaco Chronograph
The new TAG Heuer Monaco Chronograph, set to launch on May 11, 2024, is powered by the Heuer 02 manufacture movement and encased in robust yet lightweight titanium. This limited and numbered edition is engraved with ‘ÉDITION LIMITÉE XXX / 50’. Reflecting its motor racing heritage, the watch features a bi-material bracelet combining white rubber and red embossed calf hide for optimal comfort.
The dial includes striking red elements, such as the chronograph hand, counters, and indexes, ensuring excellent readability. The hour and minute hands, along with the eight indexes, are enhanced with Super-LumiNova© for visibility in all conditions. The TAG Heuer logo and ‘MONACO’ inscription are prominently positioned at 12 o’clock, while the red ‘24’ numerals mark the timepiece’s launch year.
TAG Heuer’s Enduring Legacy
“The opening of our new boutique in Monaco, alongside the launch of the limited edition Monaco Chronograph, underscores our enduring connection to motorsport,” said Julien Tornare, CEO of TAG Heuer. “As the official sponsor, watch, and timekeeper of the Monaco Historic Grand Prix, we are excited to share our passion for precision and racing with the world.”
TAG Heuer eagerly anticipates welcoming guests to its new boutique and celebrating the Historic Grand Prix, highlighting the timeless allure of classic car racing and TAG Heuer’s rich motorsport heritage.
For more information, please visit TAGHeuer.com.
