This Wednesday evening we joined TAG Heuer at Cipriani in downtown New York to celebrate a one-of-kind unveiling of the third limited-edition Monaco watch coinciding with the brand’s 50th year anniversary of the iconic watch.
Upon entrance, guests were met with a red carpet entry into the event space, with the entry way accompanied by TAG Heuer ambassadors dressed in white branded racetrack suits. Inside the venue, holographics lit the event space in a spectrum of unique patterns and colors that celebrated the heritage of the Monaco watch, a timepiece coveted by race car enthusiasts and celebrities, and most notably, Steve McQueen. The Monaco was introduced at a pivotal moment in watchmaking history as one of the first automatic watches in the market, and made more famous when icons like McQueen donned the model in film and on the race track.
Guests were able to discover the heritage and history of the timepiece through interactive showcases through the grand hall in addition to exploratory activations, such as a live watchmaking bench station, where the audience had the opportunity to experience firsthand making of the pieces. Celebrities in attendance were race car driver & 2017/2018 Formula E Champion Jean-Éric Vergne, actor & ambassador Patrick Dempsey, and host Paulina Vega.
As a precursor to the unveiling, a light show introducing the new watch projected throughout the venue as a visual storyteller of the 90’s inspired timepiece. Vergne and Demsey both wore the new limited edition model during the presentation, each describing their personal connections to the Monaco and its nod towards an older style of timepieces. Other notable attendees included Olivia Culpo, Yummertime, Elisa Johnson, and Young Paris. Following, guests were treated to a night of partying with dancing and live DJ, an open buffet and hors d’oeuvres, and specialty cocktails. A favorite drink was the “Steve McQueen” made with bourbon, apple sour, orange juice, and bitters served on the rocks with ice, other featured cocktails included a 90’s Cosmopolitan and a Campari Gain “Monaco.”
