TAG Heuer Hosts “MONACO: THE ICON” in Seoul, Celebrating the Legacy of Monaco

Swiss luxury watchmaker TAG Heuer hosted “MONACO: THE ICON” on June 11 in Pyeongchang-dong, Seoul, spotlighting the brand’s iconic TAG Heuer Monaco collection.

Summary

Exploring the Evolution of an Icon

The immersive event traced the evolution of the Monaco collection, highlighting its enduring influence on watchmaking since its debut in 1969. Bringing together heritage, innovation, and cultural relevance, the exhibition showcased both historic archive pieces and contemporary interpretations of the collection.

Inspired by the glamorous world of the Principality of Monaco, the venue incorporated elements reflecting the collection’s elegance, its deep-rooted connection to motorsport, and its pioneering design spirit. Through curated displays and interactive experiences, guests were invited to discover the characteristics that have defined Monaco for more than five decades.

The event welcomed TAG Heuer Chief Marketing Officer George Ciz alongside a number of the Maison’s friends and ambassadors, including Dex, Sana of TWICE, Jay of ENHYPEN, Jay Park, and Tiffany Young. Actors Jung Hae-in, Kim Young-kwang, Lee Da-hee, Ahn Bo-hyun, and Park Gyu-young were also in attendance, joining guests from across the worlds of fashion, entertainment, music, and culture.

Archive Pieces and Latest Releases on Display

Among the highlights of the exhibition were a selection of archival Monaco timepieces that illustrate the collection’s historical significance. These were presented alongside the latest releases unveiled at Watches & Wonders 2026: the TAG Heuer Monaco Chronograph and the TAG Heuer Monaco Evergraph.

Guests also had the opportunity to gain deeper insight into the collection through guided presentations by Nicholas Biebuyck, TAG Heuer Heritage Director, and Marion Perret, Product Director. Their presentations explored the groundbreaking design, technical innovations, and creative vision that helped establish Monaco as one of the most recognizable watches in the industry.

A Celebration of Monaco’s Racing Spirit

As evening fell, the event transitioned into a series of performances inspired by the collection’s distinctive square case design and longstanding relationship with motorsport. A custom laser show transformed the venue, followed by a special performance by internationally acclaimed dancer Hoan.

Commenting on the event, George Ciz said: “Korea is one of the most dynamic and important markets for TAG Heuer. ‘MONACO: THE ICON’ was conceived to celebrate a collection that continues to resonate across generations. Korean consumers’ appreciation for heritage, innovation, and distinctive design reflects many of the values that have shaped TAG Heuer Monaco since its creation.”

The Legacy of Monaco

Originally introduced in 1969, Monaco is widely recognized as one of the first automatic chronographs and among the first water-resistant square-cased chronographs ever produced. Its unconventional design challenged traditional watchmaking conventions and quickly established the collection as a symbol of innovation.

The watch gained worldwide recognition in 1971 when actor Steve McQueen wore the Monaco in the film Le Mans. Since then, it has become an enduring icon that transcends watchmaking, earning a place within popular culture while continuing to represent individuality, performance, and timeless style.

Through “MONACO: THE ICON,” TAG Heuer offered guests an opportunity to revisit the collection’s remarkable history while showcasing the innovative spirit and design philosophy that continue to define Monaco today.

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