During the 2024 Monaco Grand Prix of Vintage Cars, TAGHeuer celebrates the grand opening of its stores and the launch of a limited-edition Monaco chronograph. The event not only highlighted the brand's deep ties to motorsport, but also cemented its unwavering commitment to avant-garde design and precision watchmaking.
Located on 20 square metres in the iconic Casino Square, the new boutique showcases TAG Heuer's innovative spirit, precision watchmaking and passion for motorsport. The opening marks the third collaboration between the brand and the Aubéri Group, a leader in the distribution of watches and jewellery in the region, and strengthens TAG Heuer's presence on the Riviera, Nice and Cannes.
The opening of the new boutique coincides with the Monaco Grand Prix of Vintages from 10 to 12 May. This prestigious event brings together drivers and fans from all over the world to celebrate the rich racing heritage of the Principality of Monaco.
A highlight of the celebration was the launch of the TAG Heuer Monaco Chronograph, a collection created in 1969 that symbolizes the brand's innovative spirit. Known for its distinctive square shape, the Monaco collection was the first square waterproof chronograph that has become an icon of a design revolution and is loved by icons such as Sammy Davis Jr. and Steve McQueen.
Limited to 50 pieces, the new Monaco Chronograph is unique with a sturdy titanium case and skeleton dial. The dial features hands and indexes coated with Super-LumiNova© for optimum legibility, while red accents are a testament to the racing DNA. Powered by the in-house Heuer 02 calibre, the watch comes with a dual material strap in white rubber and red embossed calfskin.
Launched on May 11, 2024, each with an exclusive number, the new watches are not only collectibles, but also the perfect companion for track galloping and everyday driving. With the opening of a new store and the launch of its watches, TAG Heuer has further strengthened its position in the motorsport industry. (Photo/text: Xu Chaoyang, the home of watches)