[Press Release]GLAM-SPORT for TAG @ MONACO

The Swiss Watchmaking Legend caps its "150 Years of Motor Racing"  Celebrations with a star-studded Monaco GP Weekend


TAG Heuer turned the glittering city-state of Monaco into its own private  Principality last weekend when it hosted a dazzling series of celebrity  events centered around the most glamorous date on the international motor-racing circuit — the famous Monaco Grand Prix.

The TAG Heuer events, which were attended by a dizzying array of royalty,  F1 stars and celebrities, were held to showcase the Swiss brand’s “150 Years of Motor Racing” celebrations and its new Official Partner, Official Watch and Official Eyewear of the Monaco Grand Prix, the world’s most glamorous race organized by Automobile Club de Monaco (ACM).

 The festivities kicked off Friday, May 27th at the Amber Lounge Fashion Show, a star-studded charity event held at the stunning poolside venue at Le Meridien Beach Plaza Hotel in Monaco under the high patronage of H.S.H Prince Albert II. The hottest night-time ticket of the Monaco GP weekend saw F1 race drivers and the ladies of F1 team up with top fashion models to showcase eveningwear by British designer Matthew Williamson and the latest in high-fashion timepieces by TAG Heuer. Among the F1 drivers on the  catwalk were Felipe Massa, Vitaly Petrov, Adrian Sutil, Paul di Resta,  Jaime Alguersuari, Nico Rosberg, Jerome d‘Ambrosio, Heikki Kovalainen, Sergio Perez and Vitantonio Liuzzi.

Presented by BBC’s Jake Humphrey and overseen by H.S.H Prince Albert de Monaco’s bride-to-be Charlene Wittstock, the charity event raises funds and awareness for the Special Olympics. A highlight of the evening was a special auction of two exclusive TAG Heuer watches: a TAG Heuer Formula 1 Lady Steel & Ceramic Chronograph with Diamond dial and diamond bezel, and a McQueen Monaco Chronograph with the iconic blue dial of the original worn by the actor in the classic 1970 race film, Le Mans. Both timepieces have been especially emblazoned with ACM logo for the occasion giving them a  unique flair compared to collections available in Boutiques. The Monaco reached the tremendous price of EURO 22’000.- at the auction and the TAG Heuer Formula 1 Lady Euro 16’000.-. The Amber Lounge After Party extended late into the night to a special performance by R&B pop Taio Cruz on the beach of the Meridien Beach Plaza Hotel.

On Saturday May 28th, TAG Heuer held an exclusive party on a private yacht, during which special guests met with the TAG Heuer racing Ambassador and F1 World Champion Lewis Hamilton.


 Over the week-end, TAG Heuer gave an exclusive tour of the paddocks and  hosted special interview sessions with Jack Heuer, Alain Prost, Jenson Button and Lewis Hamilton, the 2 aces from Vodafone McLaren Mercedes.

The race itself was a fitting backdrop for the exciting launch of three new chronographs in TAG Heuer’s iconic Monaco model: the Monaco V4 Rose Gold, proudly sported by Lewis Hamilton all weekend, the Monaco V4 Titanium and the single-piece creation, Monaco Mikrograph. The celebrated watch line, started by Jack Heuer in 1969, is, like the Grand Prix from whence it gets its name, synonymous with sporting glamour the world over.

The one-off Monaco Mikrograph will make a return visit to Monaco on September 22 for the Only Watch charity auction. The unique timepiece will be donated for auction at the charity event, which supports research into Duchenne Muscular Dystrophy. Lewis Hamilton proudly presented the watch to Luc Pettavino, the President of Only Watch.

As the Official Watch and Eyewear of the Monaco Grand Prix, TAG Heuer was visible everywhere on TV : through TAG Heuer flags prominently displayed on bridges and trackside, through our TVC with Lewis Hamilton on giant screens and through a special starting-grid event showcasing the famous Formula One
“grid girls”. At the start of the race, the 24 stunning women will hold up  boards bearing the racecar drivers’ names while wearing Formula 1 Lady  Steel and Ceramic watches, TAG Heuer Avant-Garde eyewear and specially designed TAG Heuer mini-dresses inspired by Steve McQueen’s racing suit in the movie Le Mans.

        Even Sebastian Vettel - who won the race - was impressed!


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