TAG Heuer Hosts Immersive Event 'MONACO: THE ICON' in Seoul, Celebrating the Timeless Heritage and Avant-Garde Spirit of an Iconic Timepiece

Seoul, South Korea – June 11, 2026: Swiss luxury watch brand TAG Heuer hosted an immersive special event, 'MONACO: THE ICON,' on June 11 in Pyeongchang-dong, Seoul, focusing on one of the most iconic timepieces in horological history—the TAG Heuer Monaco. Blending heritage, innovation, and deep cultural connections, the event traced the illustrious journey of the Monaco from its 1969 debut to the latest models.

The venue, a modern interpretation of the Principality of Monaco’s glamorous world, was infused with the collection’s refined elegance, strong ties to motorsport, and bold, avant-garde spirit. Guests were immersed in the brand’s Monaco universe, experiencing its unique charm through various installations that explored the timepiece’s history and groundbreaking innovations from 1969 to the present.

The event welcomed TAG Heuer’s Chief Marketing Officer George Cizek, along with Maison friends including Dex, TWICE’s SANA, ENHYPEN’s JAY, hip-hop artist Jay Park, singer-actress Tiffany Young, actors Jung Hae-in, Kim Young-kwang, Lee Da-hee, Ahn Bo-hyun, and Park Gyu-young. A diverse array of guests from fashion, music, film, and culture also attended, adding to the evening’s vibrant atmosphere.

The exhibition showcased rare archival pieces that tell the story of the TAG Heuer Monaco’s legacy, alongside the latest models unveiled at Watches & Wonders 2026—the TAG Heuer Monaco Chronograph and the TAG Heuer Monaco Evgaraph.

Under the special guidance of TAG Heuer Heritage Director Nicholas Biebuyck and Product Director Marion Perret, guests explored the pioneering design, innovative technology, and bold creativity that elevated the Monaco to icon status in the watchmaking world, deepening their understanding of the collection’s philosophy of innovation and design excellence.

As night fell, guests enjoyed a bespoke laser show inspired by the Monaco’s revolutionary square design and its deep connection to motorsport, followed by a special performance by internationally renowned dancer Hoan. These artistic elements powerfully expressed the collection’s iconic identity and relentless drive to push boundaries.

ENHYPEN JAY, TWICE SANA, DEX & Tiffany Young & George Cizek

George Cizek commented: 'South Korea is one of the most dynamic and important markets for TAG Heuer. 'MONACO: THE ICON' was conceived to celebrate a collection that has been cherished across generations. Korean consumers’ high appreciation for tradition, innovation, and original design resonates deeply with the values that have shaped the TAG Heuer Monaco since its inception.'

George Cizek & Hoan

Launched in 1969 as one of the world’s first automatic chronographs and the first water-resistant square chronograph, the Monaco has continuously challenged conventions with its unique design and pioneering spirit. In 1971, its legacy was cemented in pop culture history when actor Steve McQueen wore it in the film 'Le Mans.' Since then, the Monaco has solidified its status as an enduring icon, symbolizing individuality, performance, and timeless style.