History of Tag Heuer Monaco, The Iconic Square Chronograph

(Taken from www.watchquotes.com, for educational purposes only)

Launched in 1966 with a mechanical movement and manual rewind, the first edition of the Monaco chronograph did not enjoy the success that was expected. Square, and outsized at 40 X 40mm, watch-lovers of the time found the original model disconcerting, and it only found favour among a rather marginal clientele. At that time, the Monaco chronograph was sold in small editions with a plain blue back and with one, two or three white counter zones, depending on the version
Its distinguishing features include mechanical movement with manual rewind, buttons and winding crown arranged together on the right-hand side of the case like other models of the time.

It wasn’t until 1969 that the close collaboration between Heuer, Breitling and Hamilton brought about the birth of the first chronograph movement in the world fitted with an automatic rewind micro-rotor: the revolutionary “Chronomatic caliber 11,” easily recognisable for its inverted winding crown placed on the left-hand side of the case, but with the chronograph buttons remaining on the right. Breitling equipped several versions of the Navitimer with this arrangement, as did Hamilton with the Fontainebleau model, and Heuer its famous Monaco chronograph.

From 1969 onwards, various versions of the Monaco automatic chronographs with plain blue dial or with one or two white zones, silver or anthracite grey dials on leather or stainless steel bracelets. Some rare models were also brought out in black PVD.
But 1970 (or more precisely 1971, date of general release of “ Le Mans ”) would really be the key year for the future of the Monaco chronograph.

During the filming of “Le Mans” in 1970, for his scenes at the wheel of his Porsche 917 Gulf, Steve McQueen, having put aside his legendary Rolexes (he was previously known for wearing the Submariner model every day) asked the props and wardrobe departments to kit him out with the complete outfit worn by the pilot Joe Siffert, including the Heuer Monaco chronograph.

The famous Swiss pilot, hero of the Le Mans 24 Hours, Joe Siffert, proudly wearing their logo and watches, was one of the first sponsored ambassadors of the Heuer brand.