TAG Heuer - Reinvents its square icon - introducing the new - Monaco chronograph

2026-04-15

More than half a century after its debut, the celebrated TAG Heuer Monaco enters its nextchapter with a new more ergonomic design, elevating comfort and refinement, and nowpowered by the in-house automatic Calibre TH20-11.

Watches & Wonders, Geneva, Switzerland – 14th April 2026 – Since 1969, the TAG Heuer Monaco has left an indelible mark on the watchmaking industry. As the first square, water-resistant chronograph wristwatch powered by the first commercially available automatic chronograph movement,the Calibre 11, it was unlike anything else at the time.

As a platform for avant-garde design and innovation, the TAG Heuer Monaco has always made a powerful statement throughout its history. Today,TAG Heuer redefines its square icon with an entirely new case design. Drawing inspiration from the original reference 1133 launched more than 50 years ago, this new generation enhances the TAG Heuer Monaco’s signature shape with dynamic lines, offering improved ergonomics while reinforcing its contemporary character.

A Pivotal Moment

In the mid-1960s, the world began to move away from manual-wind mechanical watches that required daily winding to power the movement. The rise of self-winding, automatic watches introduced a new level of convenience. Wearers quickly grew accustomed to the natural motion of the body providing energy to their timepieces. For Heuer, this shift presented a challenge. The Maison was exclusively producing chronograph wristwatches, and no automatic caliber capable of recording elapsed time yet existed. In collaboration with partners across the watchmaking industry, the plan known as “Project 99” was launched to conceive and produce the first automatic chronograph movement. Using a micro-rotor winding base caliber from Buren and a chronograph module from Dubois-Depraz, the now-celebrated Calibre 11 made its debut on 3rd March 1969 and became commercially available soon afterwards. Technical requirements related to the integration of the base movement and module meant that the crown had to be positioned on the left side of the case. This necessity was transformed into a defining feature. It served as a practical reminder that the watch no longer required daily winding, while also improving ergonomics and functionality. Such a revolutionary movement called for an equally revolutionary timepiece. Alongside the TAG Heuer Autavia and TAG Heuer Carrera collections, which had already been introduced a few years prior but were redesigned to accommodate the new movement, a visionary and futuristic model was introduced to mark this milestone: the TAG Heuer Monaco.

A Sensitive and Faithful Reinterpretation

Since its inception, the TAG Heuer Monaco has stood apart. Its brushed and polished angular case, defined by sharp lines and striking geometry, immediately set it apart. The use of bold colours, such as vivid blue, rare in watchmaking at the time, reinforced its distinctive character. When it was unveiled in 1969, it looked like nothing else. While the general public did not immediately embrace its revolutionary design language, avant-garde creatives such as Sammy Davis Jr., Oscar Peterson, Stanley Kubrick, and, of course, Steve McQueen were among its earliest adopters. Although its initialproduction run lasted only five years, its relaunch in 1997 allowed the world to fully appreciate the design language of the TAG Heuer Monaco. Today, it stands as one of TAG Heuer’s most emblematic models and a true pillar for the Maison.

However, the design reintroduced in 1997 was, in many ways, an abstraction of the original TAG Heuer Monaco. Only a few elements were carried over, most notably its square shape. When the project began to redesign the collection in the lead-up to the launch of the TAG Heuer Monaco Split-Seconds Chronograph in 2024, the decision was made to return to the origin of the story and to the reference 1133. Many of these defining elements are now present in the new TAG Heuer Monaco Chronograph. The sharp, angular edges have been reinforced. The sapphire crystal is now closer to a true square in form, while the 39 mm case, now crafted in grade 5 titanium, extends with gently curved sides. The caseback is a masterclass in ergonomics. A smaller round central section curves toward the edges, echoing a design feature of the original while enhancing overall comfort. Extensive work has been undertaken to improve balance and wearability.

In-House Powered

At the heart of the watch lies one of the most significant upgrades of the TAG Heuer Monaco Chronograph, the new in-house Calibre TH20-11. Based TAG Heuer’s automatic Caliber TH20-00, which has become a staple for many chronograph timepieces of the Maison, the internal development teams have spent several years reconfiguring, refining, and testing this new movement. With an 80-hour power reserve and a five-year warranty, the Calibre TH20-11 brings the TAG Heuer Monaco Chronograph to superior levels of quality and reliability. It now features a bi-compax layout, with subsidiary counters at three and nine o’clock and a date window at six o’clock, a configuration that pays homage to the original Calibre 11, hence its name: TH20-11. The most visible reference is the crown positioned on the left side of the case, a signature code of the TAG Heuer Monaco that remains deeply appreciated by collectors around the world. As a whole, this new design represents a true reinvention of the TAG Heuer Monaco for the modern age. It is a watch designed to be worn by more people than ever before. Whether inspired by Steve McQueen racing at Le Mans or Max Verstappen conquering the streets at the Formula 1 Grand Prix de Monaco, the new TAG Heuer Monaco Chronograph stands as a contemporary icon, faithful to its revolutionary origins.

About TAG Heuer

TAG Heuer, founded in 1860 by Edouard Heuer in the Jura Mountains of Switzerland, is a luxury watch brand that is part of LVMH Moët HennessyLouis Vuitton SE (“LVMH”), the world’s leading luxury group. Based in La Chaux-de-Fonds, Switzerland, and with four production sites, TAG Heuerhas 1,900 employees and is active in 139 countries. TAG Heuer products are available online at www.tagheuer.com for select countries and in 260 boutiques and 2,300 points of sale worldwide.

For 165 years, TAG Heuer has demonstrated pure avant-garde watchmaking spirit and a commitment to innovation with revolutionary technologies that have included the oscillating pinion for mechanical stopwatches in 1887, the Mikrograph in 1916, the first automatic-winding chronographmovement – Calibre 11 – in 1969, and the first luxury smartwatch in 2015. Today, the brand’s core collection consists of two iconic families designed by Jack Heuer – TAG Heuer Carrera, and Monaco – and is rounded out with the contemporary TAG Heuer Aquaracer, Formula 1, Link, and Connected lines.

Embodying TAG Heuer’s new philosophy, Designed to Win, the brand continues to build on its legacy of bold innovation, resilience, and high performance. Its prominent partnerships and brand ambassadors reflect TAG Heuer’s drive to push boundaries and perform in the moments that matter most.