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TAG HEUER HOSTS A GRAND CELEBRATION TO MARK THE 50TH ANNIVERSARY OF THE ICONIC MONACO IN ITS NAMESAKE CITY



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  • TAG Heuer kicked off the 50th anniversary celebrations for the Monaco timepiece at the Monaco Formula 1 Grand Prix, the legendary event that gave the watch its name in 1969.
  • TAG Heuer unveiled the first of five new collector’s timepieces inspired by the original Monaco. Five creations of the timepiece will be successively revealed throughout 2019.
  • Guests were granted access to some of the most prestigious and exciting events in Monaco, including a Saturday evening party on the TAG Heuer Yacht hosted by Patrick Dempsey, Bella Hadid and more. 

 All eyes were on the Rock of Monaco for the legendary Formula 1 Grand Prix this weekend, and on the iconic TAG Heuer timepiece celebrating its 50th anniversary in the Principality.
In honour of this milestone, it was announced that throughout the year, five creations will be successively revealed, inspired by the different decades from 1969 to 2019, and paying tribute to timeless design, enduring innovation and a style icon now more contemporary than ever.
The Monaco’s daring and iconic design has made it instantly recognisable. Every aspect of the Monaco timepiece design was radical, and went where no other watch had gone before in terms of design and technology. Not only was the TAG Heuer Monaco the first ever water-resistant square watch, it was also the first to feature an automatic-winding chronograph movement.
Since its debut, the Monaco watch and the Monaco Grand Prix, for which TAG Heuer has been the Official Watch since 2011, have had a strong connection – the most glamorous Grand Prix of the Formula 1 season gave its name to the TAG Heuer Monaco collection in 1969. No other place and location would therefore have been more suitable for celebrating the iconic timepiece’s 50th anniversary.
Taking over Monaco during the busiest weekend of the year, TAG Heuer unveiled the first Monaco limited edition at the beautiful Key Largo Villa, in the presence of Stéphane Bianchi, CEO of the LVMH Watchmaking Division and CEO of TAG Heuer and Frédéric Arnault, Chief Strategy and Digital Officer. They were joined by the rising star of the Aston Martin Red Bull Racing Team Max Verstappen, as well as Patrick Dempsey, Bella Hadid, Winnie Harlow, Kai Lenny and selected guests from all over the world.
Over the course of the exclusive three-day event, guests were granted access to some of the most prestigious and exciting events in Monaco, from a private tour of the Monaco Top Cars Collection museum including a retrospective of the Monaco timepiece, to a debrief of the Grand Prix  qualifications with Christian Horner, Team Principal of the Aston Martin Red Bull Racing Team. They also attended an exclusive party hosted on the TAG Heuer Yacht on Saturday evening with an exclusive performance by famous French DJ Bob Sinclair attended by Patrick Dempsey, Bella Hadid, Winnie Harlow, Jourdan Dunn, Kai Lenny and Jean-Éric Vergne. The event culminated on Sunday with VIP access to the coveted Formula 1 Grand Prix, for which TAG Heuer is the Official Watch.

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