Since its founding in 1860, TAG Heuer has continued to evolve alongside the motor racing scene as a timepiece that captures fleeting moments of performance. The "Monaco Concept Studio," featuring the "TAG Heuer Monaco" collection, known for its cool, iconic square waterproof watch, will open for a limited time from Wednesday, July 6th, on the 5th floor of the main building of Isetan Shinjuku Store, in the Watch/Promotion area.

Furthermore, from July 21st (Thursday) to July 26th (Tuesday), you can view and experience the "TAG Heuer Carrera Plasma Tourbillon Nanograph," the only one of its kind in the world, which features lab-grown diamonds and attracted much attention at "Watches and Wonders 2022," the world's largest watch trade fair (*).

► Click here for event information for "Watch Collectors Week"

The brand's first "Monaco Concept Studio"

TAG Heuer has served as the timekeeper for various sports with its high-precision mechanical chronographs, and in motorsport, it was the first watch brand to sponsor the Formula One World Championship from its inception. Among its collections, the popular "Monaco" collection, with its distinctive design, was released as an homage to the "Monaco Grand Prix," as its name suggests.

The brand's first "Monaco Concept Studio," which is opening now, will feature a lineup dedicated to the "Monaco" collection, as well as museum pieces and heritage models specially brought in from Switzerland. Special items and pre-release items will be rotated every two months, offering a selection of timepieces that fans will love.

The opening will feature the latest 2022 releases, including some exclusive to Japan. A highly anticipated special piece, the only one of its kind in the world, will also be on display.

While it is generally considered difficult to make square-shaped watches water-resistant, TAG Heuer achieved this in 1969. The "Monaco" was born in an era when round cases were the mainstream, and it remains a flagship timepiece for the brand today.

The latest "Monaco" model, unveiled in 2022, is a special edition that pays homage to the all-black model from the 1970s. The 39mm case, finished with black DLC coating, houses the in-house "Caliber Heuer 02" movement. Accented with 18K pink gold hands and indices, it is a timepiece that exudes elegance.

In addition to the "Monaco" collection, the "Monaco Concept Studio" also offers special timepieces. The latest Japan-exclusive model, the "Carrera Tourbillon Japanedition," features a black base with striking red accents in the carriage and the sapphire crystal case back.

TAG Heuer's first-ever "Monaco Concept Studio" is here. We invite you to experience the captivating collection worn by racers who have shaped the history of motor racing in person at our stores.