Introducing The TAG Heuer Monaco 1999-2009 Limited Edition

This Monaco is positioned as a tribute to the early 2000s, but let's shelve that notion for a second Aside from some vague marketing language, there isn't any visual language present that directly connects this watch with that specific decade Instead of asking the obvious question of how this design connects to the early 2000s, Let's rewind back to the 1970s for a moment, when Heuer was experimenting with partnerships.

One particular partnership with an American cigarette company, Viceroy, produced an Autavia, another model that's developed a niche following similar to the Monaco The story goes that folks who bought ten packs of cigarettes would be granted the opportunity to buy the watch at a discounted $88 Otherwise retail price of the watch was $200.

An advertising campaign backed by big tobacco put the image of the watch among the pages of legacy publications Viceroy spent $12.3 million in 1971 on promotions and ads. . Source