At the “MONACO: THE ICON” event in Seoul, TAG Heuer unveiled a new take on its iconic watch. The celebration blended watchmaking heritage, pop culture icons, and a meticulously crafted communication strategy to reignite the legend of the Monaco.
In Seoul, the Monaco comes back to life on stage
It was amid the buzz of the South Korean capital that TAG Heuer chose to put the Monaco back in the spotlight. At the event titled “MONACO: THE ICON,” the brand celebrated its most famous square-case timepiece in a setting designed as a subtle nod to the principality, the adrenaline of auto racing, and the brand’s visual identity. The result was as much a full-fledged watch launch as it was a glamorous social event featuring a carefully curated lineup of guests.
The evening brought together several leading figures from Asian and international pop culture. Sana, from the group TWICE, turned heads in a sparkling silver dress, her wrist adorned with a pink openwork Monaco. For her part, Tiffany of Girls’ Generation wore a white mini-dress accented with feathers, contrasting with the deep blue dial of her Monaco. The contrast between the outfits felt perfectly natural: while the watch serves here as a fashion accessory, it above all asserts its bold design.
An Aesthetic Manifesto Born in 1969
What sets the Monaco apart goes far beyond mere style. Unveiled in 1969, this timepiece shook up its era with its unconventional geometry: a square case and a crown boldly positioned on the left. These radical design choices—which have since become its defining hallmarks—propelled it into the pantheon of modern chronographs.
The manufacture never ceases to highlight this model’s historical roots in motorsports, which are intimately linked to the Monaco circuit, where elegance and speed have long shared the same stage. The grand event in Seoul thus continues this trajectory: that of a watch that rejects discretion in favor of self-assertion.
The Art of Hybridization in the Service of the Legend
Alongside this presentation, other style icons made their appearances. Ena, of ENHYPEN, wore an all-white ensemble accented by a blue Monaco Evergraph. Rapper Jay Park opted for the boldness of a plaid suit over a white T-shirt and jeans, all accented by a black-and-gold Monaco. As for Ding Haien, he arrived in an immaculate white suit, a black Monaco Evergraph on his wrist.
TAG Heuer doesn’t just sell a watch—it sells a true mindset. This type of gathering illustrates the evolution of luxury watchmaking, which now relies on a fusion of imagery where the product, event-driven communication, and social media buzz feed into one another. While the strategy is meticulously crafted, it proves remarkably effective: the Monaco thus gains desirability and visibility beyond the confines of the store, far exceeding what traditional storefronts can offer.
Bringing the Icon to Life Without Freezing It in Time
The Seoul initiative is part of a broader dynamic of innovation and heritage. In May 2023, the brand was already celebrating its deep-rooted connection to the Monaco Grand Prix during an exclusive evening on the Rock. This period was marked, as Forbes noted, by the highly acclaimed launch of three new Monaco chronographs with skeleton dials—a historic first for the collection.
Mechanical innovation also sets the pace for this new era. That same year, for Only Watch, the brand unveiled the Monaco Split-Seconds Chronograph, its first mechanical split-seconds chronograph. More recently, ahead of Watches and Wonders 2026, TAG Heuer presented the Monaco Evergraph: a contemporary evolution, the result of several years of development and drawing inspiration from the line’s prestigious archives.
This is where the true challenge lies for a luxury brand: to keep an icon fascinating without freezing it in time. The square case, inverted crown, and “racing” design language forge a powerful visual identity—one that could, however, risk becoming repetitive if not skillfully reimagined.
To avoid this pitfall, TAG Heuer nimbly adjusts its course. By juxtaposing its rich heritage with cutting-edge special editions and high-profile appearances, the brand maintains its legend while keeping it in step with the times. In Seoul, the Monaco wasn’t just on display—it was reimagined in a decidedly pop and glamorous version, proving that its avant-garde spirit remains intact.