TAG Heuer Unveils the 'TAG Heuer Monaco Evergraph', Sparking a Revolution in Chronographs

Watches & Wonders, Geneva, Switzerland – April 14, 2026 – This year, as we celebrate the inextricable bond between the Swiss luxury watch brand TAG Heuer and the chronograph, the time has come to reinterpret a complication that stands as one of the most important movements in its history.

Backed by over 160 years of accumulated innovation and refined watchmaking techniques, TAG Heuer has consistently spun the chronograph like a 'red thread', walking a unique path unmatched by any other manufacture. The newly unveiled 'TAG Heuer Monaco Evergraph' is a model that symbolizes this pinnacle. This timepiece marks a new chapter in TAG Heuer's unique watchmaking savoir-faire, expressed through an entirely new mechanical structure and an avant-garde interpretation of its iconic square case.

An Unrivaled Bond with the Chronograph

Since its founding in 1860, TAG Heuer has pioneered numerous patented technologies that enhance the precision, durability, and reliability of timing instruments.

In the 1880s, under the leadership of Edouard Heuer, various patented technologies were developed that dramatically improved the durability and reliability of Heuer timepieces. These included the improvement of the oscillating pinion, a unique keyless winding mechanism, and highly airtight cases. Such technological advancements were widely covered in magazines of the time, and Heuer's exceptional watchmaking skills in stopwatches, split-second mechanisms, and chronographs were highly praised.

In the early 20th century, as Charles-Auguste Heuer took the helm, groundbreaking inventions continued. In 1908, the 'Sphygmometer' was introduced, featuring a patented pulsometer scale on the dial. This was followed by the birth of the first dashboard chronograph in 1911, an instrument series that would later evolve into the iconic 'Autavia' of the 1930s. Furthermore, in 1916, the 'Mikrograph', the world's first stopwatch boasting an accuracy of 1/100th of a second, made its debut, establishing the timing standards adopted by the world's premier athletic competitions.

Entering the 1940s, the design codes for modern wristwatch chronographs were established, leading to the release of the 'Seafarer', the first chronograph watch equipped with a tide indicator function. In the 1950s, a definitive policy symbolizing the Maison's identity was set: to focus exclusively on the manufacture of chronograph timepieces and dedicate all its accumulated expertise to this complication.

In the 1960s, under the leadership of Jack Heuer, the Maison entered a new era, sequentially giving birth to models that would come to symbolize the brand, such as the 'Autavia' and the 'Carrera'. In 1966, the 'Microtimer' achieved a precision of 1/1000th of a second, once again impressing the world with the brand's unwavering commitment to high-frequency timekeeping. In 1969, this momentum culminated in two major milestones. The first was the birth of the original 'Heuer Monaco', which redefined the concept of watch design as the world's first square automatic chronograph equipped with water resistance. The second was the introduction of 'Calibre 11', the world's first commercially available automatic chronograph movement.

That same year, through a sponsorship with Jo Siffert, Heuer became the first luxury brand to adorn a Formula 1 car with its logo, beginning to build its legacy in motorsports. This legacy blossomed significantly with the partnership formed with Scuderia Ferrari in 1971. In addition to the birth of the 'Le Mans Centigraph' timing device, this partnership introduced to the world the iconic image of drivers wearing the solid gold Carrera Ref. 1158, firmly establishing the Maison's presence at the pinnacle of motor racing.

With its acquisition by Techniques d'Avant Garde (TAG) in 1986, 'TAG Heuer' was born. Concurrently, the 'Formula 1' collection was launched. Sparked by Ayrton Senna incorporating the 'S/el' chronograph into his signature style in 1989, TAG Heuer served as the Official Timekeeper of Formula 1® while building decades of connections with elite drivers like Michael Schumacher and Mika Häkkinen, further solidifying these bonds.

In recent years, TAG Heuer...