Thanks to posthumous product endorsement by Steve McQueen, whose partnership with Tag Heuer was about the only positive thing to come out of the troubled production of the film Le Mans (1971), the Monaco is one of the most famous wristwatches ever made.
Although it accounts for a relatively small percentage of the brand’s overall sales, the Monaco’s significance is incalculable.
Much more than what clever marketing people call a “hero product”, it is the distillation of an entire horological epoch into a single timepiece.
At the end of the 1960s, Heuer was flying. Jack Heuer had changed the firm from a traditional Swiss family company into a modern manufacturer.
There were new designs including…