June 27 2011
Watchmaker Tag Heuer’s association with motor racing goes back many decades, both in terms of timekeeping and supplying the wider world with car-inspired watch designs. The wonder is that the company has never previously linked with the Goodwood Festival of Speed but now, to celebrate its 150th anniversary, the watchmaker has embarked on the first of a three-year contract as official timekeeper at the event.
In addition to some trackside innovations – including a new, timed 100m dash from the start line and new speed traps around the course – Tag Heuer is launching a special, limited-edition reworking of its iconic Monza automatic chronograph to mark the tie-up. The latest in a series of re-editions since 2000, it has the same elegant cushion shape (different from the round case of the original 1970s Monza) and round dial, but a more nostalgic and appealing design than its predecessors. In steel with a plain white dial, it has very clear, dashboard-style Arabic numbers in subtle luminescent yellow, like the hands, and two chronograph subdials and pushers. It also features the original Heuer logo that is most keenly associated with motor racing, and costs £4,500.
With a brown leather strap and a 38mm-diameter case, this dressy but sporty style would suit either sex. The UK’s allocation of 130 watches (out of a global total of 1911) will be launched and sold exclusively at the Goodwood event on June 30. Any left over will be distributed to top Tag Heuer stores, including Wempe on Bond Street, but with both motor enthusiasts and watch collectors packing the event, the brand is optimistic that no models will get that far.