Questions & Answers to Jean-Christophe BABIN

1. What is the most unique feature of the Monaco?

There are many features in the Monaco series. Invented in 1969, the Monaco is an historical TAG Heuer icon: the first chronograph with a water-resistant square case equipped with a Chronomatic Calibre 11, the world’s first automatic chronograph movement with a microrotor. This is no longer a novel feature but at that time the rather unusual solution of putting an automatic chronograph movement into a square case was totally avant-garde.

2. What kind of people do you target with this watch?

Initially, watch collectors and connoisseurs as well as high-profile celebrities. This watch is for purists and lovers of strong, disruptive design. The Monaco is a contemporary square watch that has become a fashion icon and Hollywood favorite. It looks as cool today on the wrist of TAG Heuer Brand Ambassadors as it did on Steve McQueen’s in 1969.

3. Why, in your opinion, is the Monaco still so trendsetting and attractive?

First, the Monaco’s unique shape is a departure from watchmaking design tradition. Secondly, I think the Monaco series works very well because people are conscious of where we come from — motor racing and sports timing. They understand that our DNA is unique; and this makes the Monaco stronger. It epitomizes TAG Heuer’s innovative DNA and forces us to reach new creative heights. Alone in its field, the Monaco remains the one and only true square-faced icon of sports and glamour. Today, it has lost none of its originality and still embodies the avant-garde spirit that inspires TAG Heuer. The Monaco has been imitated and, frankly, copied, but never matched!

4. What do you personally like about the Monaco?

The Monaco is classical and contemporary, sporty and chic. It truly exemplifies TAG Heuer’s DNA and values. It has become, in my view, one of the most stunningly beautiful and functional chronographs ever designed. This is THE classic of all TAG Heuer watches.

5. Could you talk about the evolution of the Monaco?

The Monaco’s emblematic square-shaped case has been synonymous with TAG Heuer’s innovative aesthetic from the moment it was introduced. The design of the first classic relaunch in 1998 used the exact replica of the original case. Since then, the case design has been incrementally improved; for instance, it is now fitted with a sapphire crystal and some of the sharp edges have been slightly softened. In fine-tuning the case we’ve been able to make substantial improvements to the original: the case shape is now considerably reduced in size and volume, making the case even handsomer. In 2003, the chronograph was re-engineered again; this time, refitted with a steel bracelet made up of seven rows of square, beveled links echoing the daring aesthetics of the case. In 2005, the Monaco Vintage Limited Edition was introduced to commemorate Steve McQueen’s 75^th birthday. With its blue and black dials it was a trendsetting favorite. The re-interpretations that followed — the Monaco V4, for example — were even more revolutionary.

And we have some nice surprises coming up with regards to the Monaco. Wait till you see what we have in store for you at Baselworld 2009 in April!

6. Can you explain why you chose the Monaco series for the V4? How will the Monaco V4 influence TAG Heuer as a brand in the future?

It made perfect sense to build on the Monaco’s groundbreaking heritage as a way to encapsulate TAG Heuer’s continuing quest to push outside the dotted lines of conventional watchmaking. I love the Monaco V4 and the fact that it was an icon we were working on. The Monaco is legendary, a watch we didn’t dare make any changes to for years. It is testament to our brand’s pioneering instincts and aesthetics that we continue to produce revolutionary new ideas and build them into products we love. With the Monaco V4 watch, TAG Heuer is attempting to rethink, re-engineer and re-invent the mechanical watch movement. It is the perfect example of TAG Heuer’s commitment to innovation. As for TAG Heuer’s future, my motto is: Let’s take the best from the past and add the best from today and see where it takes us!