Do we still need to present the TAG Heuer Monaco? What's more, in France, where it has been doubly mythical since 1969, between the Grand Prix and the Principality from which it borrows its name and the mythical film Le Mans in which Steve McQueen immortalized it forever in 1971, in the skin and combination of his idol, Joe Siffert.
This year, the Grand Prix celebrates its 80th anniversary, and it remains difficult with its urban course rich in tight bends. TAG Heuer took the opportunity to present for the first time a skeleton dial version of its famous square watch. And even three, actually, so none will be limited edition. All three equipped with a HEUER Calibre 02 Automatic, with column wheel to activate the chronograph and a power reserve of 80 hours, they share an ultra-modern titanium case 39 mm in diameter, with a choice of three dial finishes: Original Blue, Racing Red (9900 €), and Turquoise (10400 €). The Original Blue is inspired by the very first blue dial of the Heuer Monaco. The Racing Red edition refers to the sparks of racing cars on the circuits. The piece Turquoise offers an elegant nod to the Monegasque coast, to the sun of the Riviera. A triple opportunity to take stock since the Monaco Grand Prix with Frédéric Arnault, President of TAG Heuer.
A TAG Heuer Monaco with a skeleton dial. Paul Malo
What is the first thing you think of when people say Monaco?
Frédéric Arnault: The principality, already. Then the circuit, that's for sure. It's the sixth time I've attended this race in Monaco, and it's a major, very spectacular event. Even on the boats, you can hear the noise of cars in the background, it's great. And of course, I'm thinking of the watch!
Precisely, it is still unique to be able to use such a name for a watch...
Indeed, and now for more than 50 years. This was originally inspired by the Grand Prix, but not only. It was an automotive inspiration, but it also referred to what Monaco represented, like the principality, the glamour associated with it. Monaco is more than the Grand Prix. It is also a style.
A trio of TAG Heuer Monaco with a skeleton dial. TAG Heuer
Can we say that we have gone from a French passion for this square watch to a more global craze?
We decided to invest in it, to install it even more as an icon, to launch new references, some inspired by history. Like the Dark Lord, last year. Some have a very strong automotive history, such as the Gulf. Most customers who buy it actually didn't know Gulf when buying it. But they see the design, they are told the story, and it speaks to them.
A trio of TAG Heuer Monaco with a skeleton dial. TAG Heuer
These editions with a skeleton dial, a first for a Monaco, will be limited?
This is a very different style, with this Monaco Skeleton with a very sporty look, offered on a rubber strap. But no, none of the three editions will be limited: we are limiting limited editions! We think there really has to be a very special story to justify a limited edition. Sometimes brands tend to make a limited edition to make the piece more desirable, just because it's limited. But it's not good in the long run. We really think that it takes an anniversary, a very specific story an inscription in time justifying such a limited edition. Conversely, on a style like this, there is no reason. We can very well make them extremely desirable without it being a limited edition. Thus, they can be installed over several years. On the other hand, they will remain a certain number of years in collection, then they will know evolutions, in terms of color, material. We can also, who knows, change the shape of the Monaco box.
A trio of TAG Heuer Monaco with a skeleton dial. TAG Heuer
Will these Monaco Skeletons be easy to obtain?
Since we have quite limited production volumes, we have actually already sold the first six months of production. It may sometimes be difficult to find. But it's not like you only have two days to buy it, or you'll never see it again! At present, the TAG Heuer network is smaller, with fewer points of sale, but better supplied. In France, we have developed our single-brand network.
