TAG Heuer Opens A Brand-New Boutique In Monaco

This past weekend, TAG Heuer celebrated the opening of its new Monaco boutique alongside the launch of a limited edition Monaco Chronograph during the 2024 Monaco Historic Grand Prix — and just a few weeks away from the 2024 Monaco Formula 1 Race. The event not only spotlighted the brand’s deep-rooted connection with motorsport but also reinforced its commitment to avant-garde design and precision.

Situated in the iconic Place du Casino, the 20-square-meter boutique showcases TAG Heuer’s ethos of innovation, precision, and passion for speed sports. This new establishment marks the third collaboration with the Aubéri Group, a leader in watch and jewelry distribution in the region, enhancing TAG Heuer’s presence in the Riviera, alongside Nice and Cannes.

The boutique’s inauguration was perfectly timed with the Monaco Historic Grand Prix, held from May 10 to 12. This prestigious event gathers motor racing enthusiasts and athletes worldwide, celebrating the rich motor racing heritage of Monaco, a principality synonymous with the glamour and intensity of Formula 1 racing.

The highlight of the celebration was the unveiling of the TAG Heuer Monaco Chronograph, a symbol of TAG Heuer’s innovative spirit since its first introduction in 1969. Known for its distinctive square shape and being the first water-resistant square chronograph wristwatch, the Monaco has become an emblem of design revolution, admired by icons such as Sammy Davis Jr. and Steve McQueen.

This new edition of the Monaco Chronograph is limited to just 50 pieces, reflecting exclusivity with its skeleton dial and robust titanium case. It features the Heuer 02 manufacture movement and is adorned with a bi-material bracelet combining white rubber and red embossed calf hide. The dial, highlighted with red accents and Super-LumiNova© coated hands and indexes, ensures optimal readability, a testament to its motor racing DNA.

Available from May 11, 2024, each timepiece is uniquely numbered, making it not only a collector’s item but also a perfect companion for both racing tracks and everyday roads. With this launch and opening of the boutique, TAG Heuer further solidifies its position in the racing industry.