In 1969, Heuer launched the Monaco ? an eye-catching timepiece that became famous for its unique design and groundbreaking technology. Fifty years later, TAG Heuer celebrates this iconic model with new versions of the legendary original, events around the world and a dedicated book.

An unconventional timepiece that introduced two cutting-edge world firsts, the Monaco was a product of Heuer?s vision andpioneering spirit. Half a century later, this iconic model is being honoured with events in Europe, the US and Asia throughout 2019 ? and a new Monaco limited-edition model will be launched at each event to celebrate the timepiece that first caught the world?s attention 50 years ago. A new book titled Paradoxical Superstar documents the historical and technical highlights of this unlikely icon and will be available in TAG Heuer boutiques and on the website from May 2019. As is the case with many iconic design classics, the Heuer Monaco (TAG was not part of the company name at the time) divided opinion. When it was introduced at simultaneous press conferences in New York and Geneva on 3 March 1969, most people?s reactions were less than enthusiastic. Every aspect of the watch?s design was radical: the metallic blue dial, the red and light blue hands, the square case and the placement of the crown on the left-hand side.

?We wanted to create an outstanding and innovative product, something avant-garde,? said TAG Heuer Honorary Chairman Jack Heuer. ?When I saw the square ca...