TAG Heuer's Monaco Automatic Chronograph: up for design reinterpretation

Tag Heuer and Parsons Announce “Art of Watchmaking” Competition

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TAG Heuer's Monaco Automatic Chronograph: up for design reinterpretation

TAG Heuer's Monaco Automatic Chronograph: up for design reinterpretation

New York–Call it Project Timepiece.

Luxury Swiss watch company TAG Heuer and Parsons The New School for Design have created the “Art of Watchmaking,” a timepiece challenge for design students and the clock is ticking.

Working with mentors from the elite watch company, the student teams have eight weeks to submit final sketches for the reinvented Monaco. While students can conceptualize a watch with new materials and colors, they must maintain the Monaco’s signature square shape, which was considered a radical departure from the round cases so popular in the 60s and 70s. The watch was introduced in 1969 and holds claim to the “world’s first self-winding automatic chronograph movement and waterproof square case.”

The project began in early September, with students submitting 100 original concept sketches. Before the competition finishes in November, students will receive feedback from TAG Heuer executives (no Tim Gunn, sorry!) and tour the watch company’s New Jersey facility to learn more about watchmaking and the brand. Winners will have the chance to have their design produced by TAG Heuer in limited edition.

“Parsons has a rich tradition of partnering with—and introducing our students to—companies at the leading edge of design,” said Joel Towers, dean of Parsons The New School for Design. “With the Art of Watchmaking we continue that tradition with Tag Heuer, a company that’s widely admired and highly regarded in the world of luxury watchmaking.”

A judging panel including TAG Heuer and LVMH Moet Hennessey Louis Vuitton executives will select the finalists, while the general public will be able to vote for favoties on TAG Heuer’s Facebook page.

TAG Heuer celebrated its 150th anniversary this year, and has been hosting various events to celebrate and build brand awareness.

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