"I helped design a Monaco with diamonds on the face," Bella Madid tells beautiful, although I love this new one, too. I know it's a big, manly sort of watch. But then I'm not really a girlie sort of girl..." Hadid - model and social media superstar - is one of TAG Heuer's highest profile ambassadors. The Swiss watch titan sold 630,000 units last year, deepening its relationship with a new, younger audience while continuing to woo old folks who want to party like it's 1969. As well they might. On 3 March that year, in simultaneous press conferences in New York and Geneva, Heuer introduced the original Monaco, the first watch to feature an automatic chronograph movement (although others staked the same claim to fame -see p34), and clothed in a water-resistant square case that immediately divided opinion among haute horologie's stuffed shirts. A commercial failure, Jack Heuer's motorsport smarts helped it break through; when Steve McQueen wore one in Le Mans, immortality was assured.
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