TAG Heuer Monaco 40th Anniversary Automatic Chronograph

The replica TAG Heuer Monaco 40th Anniversary is a true modern classic, with only 1000 produced at a price of USD10,000 when it was new. For that price, you also received a special presentation box and a Steve McQueen book. Despite its high price, the watch sold out instantly, and even today it’s a difficult one to find on the second-hand market.

This was the first Monaco to feature a sapphire crystal, and while the revised Calibre 12 Monaco range from 2010 also adopted the sapphire, they had a new, 39mm case. The 40th Anniversary model is the only 38mm Monaco with sapphire.

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TAG Heuer And Monaco

Jack Heuer, realizing that both Heuer and Breitling would effectively be using the same movement to power competing products, sought another point of differentiation. His stroke of genius was the Monaco, a watch with a water-resistant square case. Thereafter, and once again with a shrewd talent for marketing, the Heuer Monaco would adorn the wrist of Jo Siffert, a Formula One driver of the time. Despite limited resources for advertising, the Monaco achieved public awareness.

However, even more so than with Siffert, the Heuer Monaco will forever be indelibly linked with Steve McQueen. The Hollywood great wore the watch in the film “Le Mans” and the iconic status of the famous timepiece was cast forever.

“Monaco” was an inspired name for the watch. The principality on the Côte d’Azur is synonymous with glamour, beauty, and, of course, motor racing. Heuer, subsequently TAG Heuer, has enjoyed a long association with Formula One, initially working with Ferrari and later McLaren. In addition, the avant-garde brand continues to sponsor the Formula 1 Grand Prix de Monaco.

One such model that overtly celebrates the ties between the principality and TAG Heuer is the replica TAG Heuer Monaco Calibre 12 Automatic Chronograph ACM Limited Edition, released a couple of years ago. This watch’s movement may be different from that of the original 1969 model, but the styling remains instantly recognizable.

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