The must-have Macro Loupe for all watch lovers

Iconic watch art prints. Made in Switzerland, lifetime guarantee

First watch, watch that counts and easy to wear. Easily recognizable for a connoisseur and just a pretty watch for a neophyte. Shiny but not too much. Wearable in all simplicity and circumstances. Be careful of the buckle easily scratched when worn daily. The matte blue contributes to the discretion.

Simple and recognizable

The Swiss watch brand Tag Heuer is the result of the merger in 1985 between the company Heuer, founded in 1860, and the group TAG (Avant Garde Techniques). This union marked the beginning of a new era for the brand, characterized by a combination of technological innovations and a rich watchmaking heritage.
<h2 dir="ltr">Background of the Merger in 1985</h2>
In the 1970s, the Swiss watch industry went through a tumultuous period, known as the "quartz crisis". The mass introduction of cheap quartz watches, mainly from Asia, threatens the survival of traditional mechanical watch manufacturers. Heuer, despite its established reputation in the field of chronographs, did not escape this crisis and encountered financial difficulties.
In 1985, the group TAG, specialized in cutting-edge technologies, particularly in aeronautics and Formula 1, acquires Heuer. This merger gives rise to Tag Heuer, combining Heuer's watchmaking heritage with TAG's technological expertise.
<h2 dir="ltr">Renaissance and Modernization (1985-1999)</h2>
Under new leadership, TAG Heuer is undertaking a strategy to revitalize the brand by building on its heritage while incorporating modern innovations. The brand is reintroducing flagship models such as the TAG Heuer Carrera and the TAG Heuer Monaco, adapting them to contemporary tastes while retaining their iconic design. These reissues are a success with watch enthusiasts.
TAG Heuer is also introducing new product lines, including the<a href="https://www.dialicious.com/en/tag_heuer/2000_series"> TAG Heuer Series 2000</a>, a collection of waterproof sports watches, and the<a href="https://www.dialicious.com/en/tag_heuer/6000_series"> TAG Heuer Series 6000</a>, which combines elegance and performance. The brand strengthens its association with the world of sport, in particular Formula 1, by becoming the official timekeeper of several teams and events. These partnerships reinforce the dynamic and innovative image of TAG Heuer.
<h2 dir="ltr">Acquisition par LVMH et Expansion (1999-2010)</h2>
In 1999, the French luxury group LVMH (Mo&euml;t Hennessy Louis Vuitton) acquires TAG Heuer, thus integrating the brand into its prestigious portfolio. Under the aegis of LVMH, TAG Heuer invests in research and development to design its own movements. In 2004, the brand unveiled the Calibre 360, a mechanical chronograph capable of measuring 1/100th of a second, a world first.
TAG Heuer continues to innovate with models such as the TAG Heuer Monaco V4 in 2009, the first watch in the world equipped with a movement driven by belts, and the TAG Heuer Microtimer Flying 1000 in 2011, capable of measuring 1/1000th of a second.
The brand is expanding its global presence by opening flagship stores in key cities and strengthening its distribution network.
<h2 dir="ltr">Diversification and Connected Watches (2010-2020)</h2>
Faced with the emergence of connected watches, TAG Heuer decides to adapt to new technological trends.
In 2015, the brand launched the TAG Heuer Connected, its first smartwatch, in collaboration with Google and Intel. This model combines the traditional design of TAG Heuer with the functionality of a modern smartwatch. TAG Heuer is expanding its historic strategy of partnerships, particularly with automotive brands such as Porsche, and offers limited editions celebrating iconic events or personalities.
<h2 dir="ltr">Recent Commitments and Future Outlook (2020 - present)</h2>
TAG Heuer continues to strengthen its position in the luxury watch market by focusing on innovation and respect for its heritage. The brand offers reissues of historic models, such as the<a href="https://www.dialicious.com/en/tag_heuer/carrera_chronograph"> TAG Heuer Carrera</a> and the<a href="https://www.dialicious.com/en/tag_heuer/monaco"> TAG Heuer Monaco</a>, incorporating modern technical improvements while retaining the original design. Many limited series will be released to the delight of collectors.
TAG Heuer is committed to green initiatives, including reducing its carbon footprint and using sustainable materials in its products and packaging. In 2024, LVMH, parent company of TAG Heuer, enters into a 10-year partnership with Formula 1, strengthening the brand's association with motorsport.
In conclusion, since its merger with TAG in 1985, TAG Heuer has navigated between tradition and innovation, consolidating its strong position in luxury watchmaking. By combining its rich heritage with technological advancements and strategic partnerships, the brand continues to appeal to watch enthusiasts around the world.
Check out th&nbsp;<a href="https://www.dialicious.com/en/top/the_best_swiss_watch_brands">Ranking of the best Swiss watch brands</a> or the <a href="https://www.dialicious.com/en/top/the_best_brands_of_motor_sports_watches">Ranking of the best watch brands inspired by motorsports</a>, including TAG Heuer.
(Updated November 2024)

Some watches speak to you and seduce you immediately. This was the case for me with this Monaco Dark Lord. A titanium watch, DLC coating, the watch is both robust and light. The dominant black of the dial mixing two textures, one brushed satin, the other grained macadam style bring out the other red and gold colors of the hands and indexes. A Monaco yes but different.

Monaco Dark Lord

A different watch, square, not always easy to wear due to its proportions... But what a joy to have the watch that best symbolizes, for me, the couple Watchmaking and Motorsports. I am more of a fan of F1 than watches and naturally I turned to this model when I was looking for a chronograph watch.

A few months after my purchase, people around me tried to explain to me that I should have taken the model with the winding crown at 9 o'clock rather than at 3 o'clock! More historical and legitimate according to them? Why not and after some research, indeed the history of the Monaco begins with this inverted version... But if we start to look at the whole history of this Monaco with Steve McQueen who would not have really had one... we have not finished asking ourselves questions. Personally, the crown of a watch is on the right like the steering wheel of a car is on the left and I like it like that.

No problem since I got it...

It's almost perfect for me... A little less thick and it would be perfection 👍

Between F1 Passion and Watchmaking Tradition

It was given to me in 2003 for my 20th birthday, and since then it has rarely left my wrist. At that time I was passionate about old films and I had discovered Steve McQueen, I even had the opportunity to do a photo shoot in a Mustang Fastback with my watch. Despite its weight and its size, it is still a watch that continues to make me dream. In 20 years it has undergone three revisions, a change of plexiglass due to breakage, several polishing of this same plexiglass and four changes of bracelet. It remains both discreet and recognizable by all enthusiasts.

Movie Watch

Among the most legendary pieces in watchmaking, the TAG Heuer Monaco Calibre 11 occupies a special place. It's much more than a simple chronograph: it's an icon born in 1969, made famous on Steve McQueen's wrist in Le Mans. And today, it's part of my collection.

This model, which I found at Watchfinder, captivated me with its unconventional design: a 39mm square case, the crown positioned on the left, and a petrol blue dial that's as vibrant as it is timeless. The silver counters and red hands reinforce its resolutely racing look, echoing the world of the racetrack.

Wearing this watch means embracing a style, but also a heritage: that of technical audacity (one of the first automatic chronographs) and radical design. I particularly appreciate its perforated leather strap, reminiscent of pilot's gloves, and its automatic caliber 11, which drives the heart of this legend with precision and reliability.

The Monaco is my first blue dial, and it never goes unnoticed. It has joined my collection as a nod to history, but also as a piece I will happily wear, especially this summer, with a linen shirt... Because some watches just aren't meant to be left in a box.

Tag Heuer Monaco Calibre 11

Well, here we are, 10 years after my Breitling SuperOcean, and now my 40th birthday is just around the corner.
During this decade, one watch particularly caught my attention.
It was in the spring, on the terrace of a restaurant, a few tables away from me, someone was wearing a magnificent square watch with a sunray dial that fascinated me. It was the famous Monaco.
So the day I went to the store to buy it, and even though the salesman offered me a new model with a matte dial and crown on the left, I chose the sunray dial that had made me dream a few years before.
It didn't take me long to realize how vulnerable it was to shock, and that's perhaps the only flaw I've found in it in the 9 years it's been part of my daily life.
It also made me rediscover the joy of wearing a "crocodile" strap, but without the drawbacks thanks to its folding clasp that reconciled me with this type of strap.
Its transparent case back is beautiful, although a little small.
Its square-shaped sapphire crystal above its sublime dial is invulnerable, unlike its case… the image of Steve McQueen is just the cherry on the cake.

The Second

La marque&nbsp;Serica a &eacute;t&eacute; cr&eacute;&eacute;e en 2019 par J&eacute;r&ocirc;me Burget et 3 amis &agrave; Paris, en France. Le nom Serica vient d'une r&eacute;gion perdue au bout de l'Extr&ecirc;me-Orient que les Grecs et les Romains avaient baptis&eacute;e ainsi. Ce lieu fait &eacute;cho &agrave; la gen&egrave;se de la marque, qui vise &agrave; concevoir des montres m&eacute;caniques de qualit&eacute; au style n&eacute;or&eacute;tro, pr&ecirc;tes &agrave; vous suivre aux confins du monde.
La gamme comprend des montres telles que la <a title="Page Serica 4512" href="https://www.dialicious.com/serica/4512">Serica 4512</a>, la <a title="Page Serica 5303" href="https://www.dialicious.com/serica/5303">Serica 5303</a> et la <a title="Page Serica 8315 GMT Chronom&egrave;tre" href="https://www.dialicious.com/serica/8315">Serica 8315</a>. L'une des particularit&eacute;s de cette marque est que son nom n'appara&icirc;t nulle part sur le cadran, afin de pousser le passionn&eacute; &agrave; acheter un design, des finitions et des proportions, et pas seulement un nom. En juillet 2023, Serica a lanc&eacute; la Serica 5303 COSC une version chronom&egrave;tre certifi&eacute;e par le Contr&ocirc;le Officiel Suisse des Chronom&egrave;tres.
Leur avant-dernier mod&egrave;le est la <a href="https://www.dialicious.com/serica/6190">Serica 6190</a> surfant sur les bases de la 1&egrave;re r&eacute;f&eacute;rence de la marque, la Serica 4512. Cette 6190 &eacute;pouse les codes stylistiques de la marque, des anses lyres, un choix de cadrans diff&eacute;rents et la possibilit&eacute; de choisir la position de la couronne &agrave; 3 heures ou en mode "Destro" &agrave; 9 heures. Cette Serica 6190 est &eacute;quip&eacute; du calibre Soprod M100 certifi&eacute; COSC (Contr&ocirc;le Officiel Suisse des Chronom&egrave;tres) &agrave; l'intar des productions actuelles des autres mod&egrave;les 5303 et 8315.&nbsp;
Depuis le 21 novembre 2024, Serica propose une nouvelle collection tr&egrave;s audacieuse...&nbsp;Une montre habill&eacute;e sortant des sentiers battus nomm&eacute;e "Parade" sous la r&eacute;f&eacute;rence 1174. Ces 4 chiffres, comme toutes les autres r&eacute;f&eacute;rences Serica, propose une symbolique issue du nombre d'or ou divines proportions dont le ratio entre la longeur et la largeur sont de 1,174... Une nouveaut&eacute; propos&eacute;e en pr&eacute;-commande &agrave; 1,490 &euro; pour une livraison pr&eacute;vue en Mars 2025...
<h2>Quel est le prix d'une montre Serica ?</h2>
Les prix des montres Serica &eacute;voluent et diff&eacute;rent selon les mod&egrave;les. La plupart co&ucirc;tent entre 990 &euro; et 1,890 &euro; selon les mod&egrave;les et finitions. Le mod&egrave;le GMT de la marque, Serica 8315 GMT Chronom&egrave;tre co&ucirc;te 1,890 &euro; tandis que le dernier mod&egrave;le lanc&eacute; par Serica, la r&eacute;f&eacute;rence <a href="https://www.dialicious.com/serica/6190">6190</a> est propos&eacute;e &agrave; 990 &euro;.
Serica est ind&eacute;pendante et produit environ 5,000 montres par an, tous mod&egrave;les confondus. Serica fait partie du <a href="https://www.dialicious.com/top/les_meilleures_marques_de_montres_francaises">Top 10 des marques de montres fran&ccedil;aises les plus populaires</a>, ainsi que du <a href="https://www.dialicious.com/top/les_meilleures_micro_marques_de_montres">Classement des meilleures micro-marques de montres</a>. Pour choisir le mod&egrave;le Serica qui vous correspond le mieux,&nbsp;les avis clients Dialicious sont une ressource essentielle pour &eacute;valuer les diff&eacute;rents mod&egrave;les &agrave; travers l'exp&eacute;rience r&eacute;elle des clients
(Mise &agrave; jour Novembre 2024)

The brand Serica was created in 2019 by J&eacute;r&ocirc;me Burget and 3 friends in Paris, France. The name Serica comes from a lost region at the end of the Far East that the Greeks and Romans named it like this. This place echoes the genesis of the brand, which aims to design quality mechanical watches in a neo-retro style, ready to follow you to the ends of the world.
The range includes watches such as the&nbsp;<a href="https://www.dialicious.com/en/serica/4512">Serica 4512</a>, the&nbsp;<a href="https://www.dialicious.com/en/serica/5303">Serica 5303</a> and the&nbsp;<a href="https://www.dialicious.com/en/serica/8315">Serica 8315</a>. One of the particularities of this brand is that its name does not appear anywhere on the dial, in order to encourage the enthusiast to buy a design, finishes and proportions, and not just a name. In July 2023, Serica launched the Serica 5303 COSC, a chronometer version certified by the Swiss Official Chronometer Testing Institute.
The&nbsp;<a href="https://www.dialicious.com/en/serica/6190">Serica 6190</a> surfing on the bases of the brand's first reference, the Serica 4512. This 6190 follows the stylistic codes of the brand, lyre lugs, a choice of different dials and the possibility of choosing the position of the crown at 3 o'clock or at &ldquo;Destro&rdquo; mode at 9 o&rsquo;clock. This Serica 6190 is powered with the Soprod M100 caliber COSC (Official Swiss Chronometer Certification) certified, like the current productions of the other 5303 and 8315 models.&nbsp;
Since November 21, 2024, Serica has been offering a very daring new collection... A dress watch off the beaten track called &ldquo;Parade&rdquo; under the reference 1174. These 4 figures, like all other Serica references, offer a symbolism derived from the golden number or divine proportions whose ratio between length and width is 1.174... A novelty offered for pre-order at &euro; 1,490 for one delivery planned for March 2025...
<h2 dir="ltr">How much does a Serica watch cost?</h2>
The prices of Serica watches change and differ depending on the model. Most cost between &euro; 990 and &euro; 1,890 depending on the models and finishes. The brand's GMT model, Serica 8315 GMT Chronometer costs &euro; 1,890 while the latest model launched by Serica, the reference&nbsp;<a href="https://www.dialicious.com/en/serica/6190">6190</a> is offered to &euro; 990.
Serica is independent and produces around 5,000 watches per year, all models combined. Serica is part of the&nbsp;<a href="https://preprod.dialicious.com/en/top/the_best_french_watch_brands">Top 10 most popular French watch brands</a>, as well as&nbsp;<a href="https://www.dialicious.com/en/top/the_best_micro_watch_brands">ranking the best micro watch brands</a>. To choose the Serica model that best suits you, <a href="https://www.dialicious.com/en/serica/5303">Serica 5303 reviews</a>, <a href="https://www.dialicious.com/en/serica/4512">Serica 4512 reviews</a>, <a href="https://www.dialicious.com/en/serica/6190">Serica 6190 reviews</a> or <a href="https://www.dialicious.com/en/serica/8315">Serica 8315 reviews</a> are an #1 resource for evaluating different models through real customer experience.
(Updated December 2025)

The TAG Heuer Monaco is an iconic watch that has marked the history of watchmaking with its bold design and technical innovations. Initially introduced in 1969 by Heuer, it underwent significant development after the takeover of the brand by the TAG group (Techniques d'Avant Garde) in 1985.
<h2 dir="ltr">Context of the Acquisition by TAG</h2>
In 1985,&nbsp;<a href="https://www.dialicious.com/en/heuer">Heuer</a>, then in financial difficulties, was acquired by the TAG group, a company specializing in advanced technologies and owner of the McLaren Formula 1 team. This acquisition gives rise to Tag Heuer, a merger that aims to revitalize the brand by capitalizing on its heritage while incorporating modern innovations.
<h2 dir="ltr">Renaissance of Monaco</h2>
After the acquisition, production of the Monaco, which had been interrupted in the 1970s, was restarted. In 1997, TAG Heuer reintroduced the Monaco with the reference CS2110, a reissue faithful to the original model, but equipped with contemporary technologies. This reissue sparks renewed interest in the watch, notably thanks to its association with actor Steve McQueen, who wore it in the film "Le Mans" in 1971.
<h2 dir="ltr">Technical and Aesthetic Developments</h2>
Over the years, TAG Heuer has introduced several variations of the Monaco, incorporating innovative movements and materials. In 2004, the brand unveiled the TAG Heuer Monaco V4, a revolutionary watch equipped with a belt movement, illustrating TAG Heuer's commitment to watchmaking innovation.
In 2009, to celebrate the 40th anniversary of the Monaco, TAG Heuer launched a limited edition that paid homage to the original design, while incorporating modern improvements, particularly in terms of precision and durability.
<h2 dir="ltr">Collaborations and Special Editions</h2>
The Monaco was also the result of notable collaborations, notably with Gulf Oil, famous for its blue and orange colors. These special editions, like the TAG Heuer Monaco Gulf launched in 2007, celebrate the watch's automotive heritage and reinforce its link with the world of motor racing. Monaco's association with Steve McQueen solidified his status as a cultural icon. Images of the actor wearing the watch in &ldquo;Le Mans&rdquo; were widely used in TAG Heuer advertising campaigns, reinforcing the legendary aura of the Monaco.
In 2024, one of the watches McQueen wore while filming was sold at auction for $1.4 million, testament to the historical and emotional value attached to this model.
<h2 dir="ltr">Design and Features</h2>
The TAG Heuer Monaco stands out for its square case, a bold feature that challenges traditional watchmaking conventions. Contemporary models are often equipped with the caliber Heuer 02, an automatic chronograph movement offering a power reserve of 80 hours. The dial generally features two counters, at 3 o'clock and 9 o'clock, and a date at 6 o'clock, while retaining the refined aesthetic that has made the Monaco famous.
<h2 dir="ltr">Conclusion</h2>
Since the acquisition of Heuer by TAG in 1985, the Monaco has undergone a remarkable renaissance, combining respect for the original design and technical innovations. His unwavering link with the world of motor racing and his continued presence in popular culture make it a timeless watch, prized by collectors and watch enthusiasts. The TAG Heuer Monaco remains a symbol of audacity and innovation, perpetuating the pioneering spirit that presided over its creation.
The TAG Heuer Monaco is one of the legendary chronographs in the same way as the&nbsp;<a href="https://www.dialicious.com/en/rolex/daytona">Rolex Daytona</a>, the <a href="https://www.dialicious.com/en/omega/speedmaster_moonwatch">Omega Speedmaster</a> or the&nbsp;<a href="https://www.dialicious.com/en/breitling/navitimer">Breitling Navitimer</a> notably.
(Updated January 2025)

TAG Heuer Monaco Owner Review : Consistent, relevant and iconic

Simple and recognizable

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TAG Heuer Monaco Owner Review : Consistent, relevant and iconic

Simple and recognizable

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