![]() Part of the TAG Heuer paradigm is innovation, and the Monaco 24 Calibre 36 Automatic Chronograph showcases the creativity of the brand wonderfully. Steve McQueen wearing the Heuer Monaco in “Le Mans.” This watch’s movement may be different from that of the original 1969 model, but the styling remains instantly recognizable. One such model that overtly celebrates the ties between the principality and TAG Heuer is the Monaco Calibre 12 Automatic Chronograph ACM Limited Edition, released a couple of years ago. In addition, the avant-garde brand continues to sponsor the Formula 1 Grand Prix de Monaco. Heuer, subsequently TAG Heuer, has enjoyed a long association with Formula One, initially working with Ferrari and later McLaren. The principality on the Côte d’Azur is synonymous with glamour, beauty, and, of course, motor racing. “Monaco” was an inspired name for the watch. The Hollywood great wore the watch in the film “Le Mans” and the iconic status of the famous timepiece was cast forever. However, even more so than with Siffert, the Heuer Monaco will forever be indelibly linked with Steve McQueen. Despite limited resources for advertising, the Monaco achieved public awareness. Thereafter, and once again with a shrewd talent for marketing, the Heuer Monaco would adorn the wrist of Jo Siffert, a Formula One driver of the time. ![]() His stroke of genius was the Monaco, a watch with a water-resistant square case. Jack Heuer, realizing that both Heuer and Breitling would effectively be using the same movement to power competing products, sought another point of differentiation. Nevertheless, my somewhat diplomatic position on the subject is that all of these brands should be applauded for being innovative. Ultimately, I suspect there is probably an element of semantics employed when it comes to proclaiming who was first. Ironically, both Seiko and Zenith also released self-winding chronographs in that same year and I have read accounts from all parties proclaiming to be the first. ![]() The renamed movement was called Calibre 11, and a legend was born. Two years later, in 1969, “Project 99” was concluded. Heuer Calibre 11, originally “Project 99” Jack Heuer, a consummate marketing professional, entered discussions with the manufacturers at Breitling, Buren, and Dubois-Dépraz, which led to the collaborative “Project 99.” The intriguingly named collaboration centered on the notion of creating the world’s first self-winding chronograph wristwatch. In 1967, hand-wound chronograph watches were experiencing a downturn in demand and the watch-buying public began favoring the convenience of self-winding watches. In the world of horology, the name “Monaco” will forever be associated with TAG Heuer and is indicative of a superb example of marketing prowess. With this in mind, I feel my standpoint is vindicated. However, if you look at the best brand names in history, you will note that some of them have become the noun for a whole product category e.g. This may give rise to accusations that I would naturally espouse the importance of branding. I concede that in a former life I was a marketing professional and researched the brand personalities of luxury car marques for my masters degree. ![]() The selection of a brand name can sometimes prove fundamental to a product’s success.
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