TAG Heuer Says Hello to New Ambassador Jacob Elordi, and a New Monaco ‘Dark Lord’
It’s safe to say that even more casual watch admirers are familiar with TAG Heuer’s iconic Monaco Chronograph. After all, the Monaco was to Steve McQueen what the Rolex was to Paul Newman, and though vintage Heuer Monaco references haven’t soared to the same heights at auctions, the watch still goes down in history as one of few deserving of icon nomenclature. This past week during the kick-off of the Formula One Grand Prix in Monaco, TAG Heuer made two major announcements — the signing of Euphoria star Jacob Elordi as the Monaco chronograph’s new ambassador, and the launch of an all new Monaco reference — a reinterpretation of the 1974 Dark Lord.
The new black DLC-coated titanium reference is a welcome addition to the brand’s lineup, which has only seen a small smattering of black-cased references over the last several decades. Though based on that classic Dark Lord reference, there are some crucial changes that bring the watch a touch of modernity. For starters, the use of rose gold hands and indices plays off of the ever-present black and gold trend that continues to float around the industry. The combination works exceptionally well, even when contrasted with the red hands of its various chronograph indications.
I’ve always been drawn to things that are both classic and timeless so partnering with TAG Heuer was perfect for me. I’ve always admired Hollywood’s iconic leading men, so to wear the Monaco — a watch made famous by Steve McQueen — is something special.
Jacob Elordi
In addition, this reference is one of a few modern Monaco references that is powered by the brand’s in-house manufactured caliber Heuer 02. An astute Heuer enthusiast will spot this on account of the subtle running seconds subdial at 12 o’clock, as well as the fact that the chronograph has registers for timing both hours and minutes. Though there are other current Monaco references that display only a pair of subdials (like the original), those differ from vintage models by only having chronograph timing capability to 30 minutes; their additional subdials are for running seconds rather than chronograph hours.
To accompany the launch of this sharp new chronograph, TAG Heuer proudly announced that Jacob Elordi would be joining the family as ambassador for the Monaco collection as a whole. The Australian actor’s rise to fame has been a swift one, and his red carpet appearances — including earning a spot as one of our Best Dressed Men of the Met Gala — see him pulling off elegant and timeless styles. He’s been frequently quoted touting his love of Hollywood bad boy legends like James Dean, Marlon Brando, and Steve McQueen. “I’ve always been drawn to things that are both classic and timeless so partnering with TAG Heuer was perfect for me. I’ve always admired Hollywood’s iconic leading men, so to wear the Monaco – a watch made famous by Steve McQueen – is something special,” said Elordi in TAG’s recent press release. “TAG Heuer has been the epitome of elegance and excellence for over 160 years, and it’s thrilling to be their representative for the next generation.”
For those looking to get their hands on this new Monaco, it might be a bit easier said than done. At time of publishing, the TAG Heuer Canadian e-commerce site is presently listing the watch as sold out. That said, the brand has not listed this reference as a limited edition, so it’s likely (read: we’re hopeful) that more inventory will surface over time.
Learn More about the TAG Heuer Monaco Special Edition here.
