Table of Contents

1.

Introduction........................................................................................................................2
1.1.

TAG Heuer..................................................................................................................2

1.2.

TAG Heuer Monaco....................................................................................................2

1.3.

Design Features...........................................................................................................2

1.4. Model Variations.............................................................................................................3

1.5. Association with celebrity...............................................................................................5
1.5.1. International Personality: Leonardo Di Caprio .......................................................5
1.5.2. Indian Personality: Priyanka Chopra.......................................................................5
1.6. Conclusion......................................................................................................................6

1. TAG Heuer
1.1.

TAG Heuer

AG Heuer S.A. is a Swiss manufacturing company that designs, manufactures and markets
watches and fashion accessories as well as eyewear and mobile phones.
1.2.

TAG Heuer Monaco

The TAG Heuer Monaco is a series of automatic chronograph wristwatch originally

introduced by Heuer in 1969 in honour of the Monaco Grand Prix. The Monaco was
revolutionary for being the first automatic as well as the first square cased chronograph.
Although it was discontinued in the mid-1970s, the Monaco was reissued with a new design
in 1998 and was reintroduced again with an entirely new mechanisms in 2003.

Figure 1: TAG Heuer Monaco

1.3.
Design Features
A clever design that mixes curves with angles in an extremely pleasing manner. Example is
how the crystal is square, but that the case sides are curved, cushion-style.
While modern Monaco watches utilize sapphire crystals, they retain the look of the
original acrylic crystals used before synthetic sapphire crystal was really available. This is
a key element of the Monaco design's DNA.
Monaco watches are inline with other modern timepieces and have both the crown and
pushers on the right side of the watch.
It is the first ever square-shaped watch that was water resistant to 100 meters. The case of
course is steel, and the black coating is "titanium carbide" applied using PVD.
Inside the watch is the TAG Heuer Calibre 12 automatic chronograph movement that
measures up to 30 minutes and has a date integrated into the 6 o'clock hour indicator.
In this dial, the chronograph sub-dials match the shape of the case.
2

 The dial is extremely legible. The applied hour markers and hands are easy to spot.
The movement is a base ETA with some modifications. It is one of many movements TAG
Heuer has used inside of Monaco watches. The original was the Calibre 11, which debuted
as one of the world's first automatic chronographs.
This timepiece is just 39mm wide and features a pair of pushbuttons at the 2 and 4 oclock
position.
The dials for the minute and hour counters are at 9 and 3 o'clock respectively.
The lining of the leather strap is offered in bright orange, while the outside is a glossy
black.
The perforation on the strap has a sporty touch. The strap comes on a folding deploying
clasp that is in polished steel to match the crown and pushers.
1.4. Model Variations
1. Monaco 1133: This watch used the mechanism of the Calibre 11 and was the first
automatic micro-winding chronograph. The Monaco was the first square-cased and water
resistant chronograph.
2. "McQueen Monaco: The Monaco 1133 became synonymous with Steve McQueen
when he wore it in his 1971 film, Le Mans.
3. Monaco 1533: This was the last model to use the Calibre 15 movement. The watch came
with a single 30-minute register, positioned on the right rather than the usual two.
4. Monaco 73633: The Monaco model 73633 was introduced in 1972. Here, the date dial
was eliminated in favor of a third subdial powered by a Valjoux 7736 movement.
5. Monaco 74033: It is used a manual wind Valjoux 7740 mechanism. It was also one of the
more controversial Heuer chronographs as until 2007, its authenticity had been debated.
6. Monaco CS2110/1 "Heuer Re-Edition: This model is a reissued version of the original
in 1998 produced in a limited edition of 5,000. With a new updated casing design, it came
in a "T" dial automatic movement with a black dial and leather strap and tan strap.
7. Monaco CW2113: This model runs on a Calibre 17 mechanism. This version featuresthe
current logo, rather than the old "HEUER" logo of the previous re-edition.

8. Monaco V4: The V4 is belt driven and uses ball bearings for mechanisms. The
mechanism was inspired by the movement of an automobile engine.
9. Monaco Sixty Nine CW9110: The watch is distinctive for its two sided face. On one side
it uses the Caliber 2 mechanism. On the other, it features a quartz Caliber HR03 readout.
10. Monaco Calibre 360 LS: The watch features a 1/100th chronograph counter exterior to
the chronograph engine, a 15 minute counter embedded in the chronograph engine.
11. Monaco Twenty Four: The watch takes its design cues from the Le Mans Prototypes that
participate in the annual classic. The Calibre 36 movement is cased within a steel-tube
housing that can be seen through the dial face.
12. Monaco Calibre 6 WW211x: Running on a Calibre 6 automatic movement, the watch
features a small seconds counter that is seen at the 6 o'clock position.
13. Monaco Classic: Here, the pushbuttons are mounted in the same position as the originals
and uses the old "HEUER" logo.
14. Monaco Grande Date: This is smaller than typical Monaco models. The watch comes
with a white alligator leather strap and is adorned with 13 Top Wesselton diamonds.

1.5. Association with celebrity

1.5.1 International Personality: Leonardo Di Caprio
Leonardo DiCaprio is an American actor and film producer, who has received critical acclaim
for his work in a wide range of film genres. I would associate him with TAG Heuer Monaco
because he has been gifted with natural leadership. He has great management in all walks of
life where he contributes the greater vision, purpose, and long-range goals. Similarly, TAG
Heuer exemplifies the personality of being leadership, dedication, confidence, security yet

being different. Similarly, Leonardo DiCaprio is naturally attracted to positions of influence

and leadership and being at an influential position.

Figure 2: Leonardo DiCaprio: Influential

1.5.2 Indian Personality: Priyanka Chopra
Priyanka Chopra is an Indian film actoress, director and globally popular wih her new
international sitcom Quantico. She demonstrates the features of confidence, edgy, out of
box and experimental. These are some of the features that TAG Heuer Monaco stands for.
Therefore she can be the perfect personality to relate with Tag Heuer in Inida.

Figure 3: Priyanka Chopra: Confident

1.6. Conclusion
The TAG Heuer Monaco offering a series of automatic chronograph wristwatch introduced
by Heuer to honour the Monaco Grand Prix, was a revolutionary watch for being the first
automatic as well as the first square cased chronograph. With its unique, different yet classic
design features, what else drives customers towards Monaco are itsfunctional features, and

with great variations offered by the TAG Heuer Monaco, people looking out for Monaco
Watches have varieties of options available to look and choose from.