This year, TAG Heuer returns to Watches and Wonders Geneva, and the brand has doubled down on what it arguably does best, chronographs, with a display that both honors its rich heritage in motorsports, while continuing to pave a way for the future of watchmaking. Back in its usual spot within the LVMH corner, the TAG Heuer’s familiar footprint completely reworks the experience for visitors, centering everything around the Monaco and its deep-rooted connection to chronographs. At the center of it all is the new TH80-00 movement, presented not only as the latest-and-greatest in movement technology, but as the heartbeat of the booth. 
A larger-than-life suspended version of the movement turns something typically reserved for watchmakers into a main spectacle, while the surrounding displays welcome visitors through the brand’s history as a pioneer in the chronograph space. From the immersive TAG Heuer Lab to the detailed timeline wall tracing decades of timing precision, everything is intentional, showcased for education and entertainment. Even the presence of an Oracle Red Bull Racing F1 race car and Porsche 917 ties it all together, bridging eras from Steve McQueen to Max Verstappen. Add in a couple of new TAG Heuer Monaco models, and you have a serious celebration that will go down in Watches and Wonders history, fueled and driven by the watchmaker’s passion for all things motorsports.
TAG Heuer Monaco Chronograph
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The new TAG Heuer Monaco Chronograph is the perfect reset for a truly iconic watch. Born in 1969 as one of the first automatic chronographs, with its square case and left-hand crown, the Monaco has always had a rebellious look and feel. TAG Heuer's latest version goes back into that original styling, tightening up the design with sharper lines, better proportions, and a lighter grade-5 titanium case that actually makes it more wearable day to day.
Under it all, the new TH20-11 movement meets modern expectations with greater power reserve and reliability, while retaining small details that collectors care about. Paired with a few new color options, including the classic blue made famous by Steve McQueen, it all comes together as a Monaco that’s familiar but genuinely improved.
TAG Heuer Monaco Evergraph
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The all-new TAG Heuer Monaco Evergraph takes everything that made the Monaco unconventional back in 1969 and pushes it even further. Instead of just tweaking a few characteristics, this model focuses more on a conceptual approach, with a transparent dial that makes the movement feel like it’s floating inside the case. The design still pays homage to the original reference 1133, but updated proportions, curved caseback, and lightweight titanium design make it noticeably more comfortable to wear on the daily, whether it's in the office or out on the race track.
The balance of the subdials, the sweeping bridges, and even the left-side crown all tie back to the Monaco’s original styling, just reworked in a more modern way. It’s offered in a blue version that channels Steve McQueen and a darker, stealthier version. Either way, both stand out without losing that core Monaco identity.
