TAG Heuer Unveils the New 'TAG Heuer Monaco Chronograph', Renewing the Square Icon

Over half a century after its debut, the masterpiece "TAG Heuer Monaco" moves into its next chapter. It adopts a novel, more ergonomic design, improving both comfort and sophistication. The movement is powered by the in-house automatic Calibre TH20-11.

Watches & Wonders, Geneva, Switzerland – April 14, 2026 – Since its inception in 1969, the "TAG Heuer Monaco" has left an immortal mark on the watchmaking industry. As the world's first water-resistant square chronograph and the first commercially available timepiece to feature the automatic chronograph movement "Calibre 11", it was a one-of-a-kind existence that defied the conventions of its time.

As a platform embodying avant-garde design and innovation, the "TAG Heuer Monaco" has consistently made bold statements throughout its history. Now, TAG Heuer renews this square icon by adopting a completely new case design.

Inspired by the original Ref. 1133 model introduced over 50 years ago, this new generation enhances the appeal of the iconic TAG Heuer Monaco shape with dynamic lines while accentuating its contemporary personality. Furthermore, ergonomic engineering has greatly improved its wearing comfort.

A Historical Turning Point
In the mid-1960s, the world began to gradually shift away from manual-winding mechanical watches, which required daily winding to power the movement. The rise of automatic watches brought unprecedented convenience. Wearers quickly became accustomed to the mechanism where the timepiece was powered by the natural movements of their bodies.

For Heuer, this transition was also the beginning of a major challenge. At the time, Heuer exclusively manufactured chronograph wristwatches. An automatic caliber capable of measuring elapsed time with a chronograph did not yet exist. Thus, Heuer partnered and collaborated with several watchmakers to launch "Project 99," a plan to develop and manufacture the world's first automatic chronograph movement.

Combining a Buren micro-rotor driven base caliber with a Dubois-Dépraz chronograph module, "Calibre 11" was unveiled on March 3, 1969, and commercialized shortly thereafter. Due to the technical requirements of integrating the base movement and the module, the crown had to be positioned on the left side of the case. This design necessity eventually evolved into a definitive characteristic synonymous with the "Monaco." It served as a practical sign that the watch no longer required daily winding, while also contributing to improved ergonomic comfort and functionality.

Such a groundbreaking movement required an equally innovative timepiece. To house this new movement, Heuer not only revamped the designs of existing collections like the "Autavia" and "Carrera" introduced a few years earlier, but also created a visionary, future-oriented model to symbolize this historic milestone. That model was the "Monaco."

A Faithful Reinterpretation that Resonates with the Senses
Since its birth, the "Monaco" has always stood apart from the rest. Its square case, combining satin and polished finishes, emphasizes its unique personality through sharp lines and striking geometric forms. Furthermore, bold use of colors, such as a vibrant blue—rare in the watch industry at the time—further highlighted its individuality. When announced in 1969, its appearance was truly unparalleled.

Its innovative design language did not immediately win broad public support. However, individuals with avant-garde creative minds—such as Sammy Davis Jr., Oscar Peterson, Stanley Kubrick, and, of course, Steve McQueen—were quick to embrace the model. Production of the first generation ended after just five years, but with its revival in 1997, the world finally came to fully appreciate the design language of the "TAG Heuer Monaco." Today, the "Monaco" is one of TAG Heuer's most iconic models and serves as an important pillar supporting the Maison.

However, the design reintroduced in 1997 differed in many ways from the original "Monaco"...