By Adam Keith, Associate Timepiece Editor for ViaLuxe-
On June 24, 2009 TAG Heuer threw a grand launch party in Paris for its new Monaco LS Chronograph Caliber 12, a timepiece which celebrates and redefines a great sports watch icon. The luxurious Maison Blanche restaurant off the Champs Elysees provided just the right setting for an exclusive VIP extravaganza of selected journalists, celebrities and important figures in racing. Among the notable guests included Alain Prost, Catalina Denis, Cécile de Ménibus, Jacques Lafitte, Evelyne Bouix, and TAG Heuer's partners on the victorious Peugeot Le Mans team.
An undoubted highlight of the evening was the world premiere showing of TAG Heuer's mini movie as commercial, "The Duel". The short film employs state of the art effects to put historic TAG Heuer Monaco champion Steve McQueen and modern TAG Heuer ambassador and F1 world champion Hamilton Lewis together on the screen. The competition between the two racing titans--with McQueen in his Gulf-Porsche 917, and Hamilton in the single-seat McLaren car--also illuminates the timeline of the Monaco wristwatch. McQueen can be seen wearing the original blue-dialed Monaco chronograph, while Lewis opts for the exciting new Monaco LS Chronograph with its dynamic linear displays for elapsed seconds and the date.
"Steve McQueen the Legend has passed the mantle to Lewis Hamilton the Virtuoso,” commented TAG Heuer President and CEO Jean-Christophe Babin, who took the opportunity to unveil the Monaco LS Chronograph to the assembled guests. "And the original Monaco has morphed into the incredible Monaco LS, the new cult status symbol of the racing circuit. What a race, what a party, and what a watch!"
A clearly pleased Hamilton Lewis added, "I’m particularly proud to have been chosen by TAG Heuer to carry on this fabulous legend. And also of my acting! Who knows, maybe my next role will be alongside Leonardo DiCaprio.” DiCaprio is also a TAG Heuer brand ambassador, having signed a contract with the brand in early 2009.
Click here to read a short article on the TAG Heuer Monaco LS Chronograph Caliber 12. The article also contains a link to the short film with Hamilton Lewis and Steve McQueen.
More about TAG Heuer:
TAG Heuer brand & timepiece collections
TAG Heuer product blogs
TAG Heuer news