Tag Heuer's $150,000 Monaco split-seconds chronograph is an opening play in high-end watches crowning its repositioning strategy.
The 41mm Monaco Split-Seconds Chronograph has a movement made entirely of titanium, with a bezel and case back cut from sapphire.It’s the brand’s opening bid in high-end watchmaking, a coherent next move for the company, according to chief executive officer Julien Tornare.
And in 1916, the company launched the first 1/100th of a second stopwatch with the Mikrograph, swiftly followed by the Microsplit, a 1/100th of a second split-seconds chronograph. “It was effectively a rattrapante version of the Mikrograph,” Biebuyck said. Then came the quartz split-seconds chronograph wristwatch introduced in 1989, a hit among driving legends like Ayrton Senna and Michael Schumacher in the decade that followed.
As such, what better form factor than the Monaco, celebrating its 55th anniversary this year and billed as a “symbol of contrarian design,” and what better complication than the split-seconds, a further play at burnishing the brand’s watchmaking credentials. Another feature is its fixed bezel and beveled case back, both in sapphire. “What we wanted to do was an immersive piece where one has the impression of diving through the complication because there’s no metallic boundary with the movement,” Forestier-Kasapi said. “It’s something that you have to have in hand to appreciate fully.”
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