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TAG Heuer in Monaco to celebrate 150 years of motor racing

by Michael Weare
1 June, 2011
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About the author

Michael Weare has been a professional writer for 30 years, writing about Japanese technology, German and Italian cars, British tailoring and Swiss watches. Michael manages the editorial content of Click Tempus and will be keeping the magazine fresh and informative with regular features, as well as bringing great writers to the magazine. Email: michael@clicktempus.com

Monaco glamour

Take a close look at these pictures. This is life in the fast lane; a hedonistic life of sunshine, private yachts, sexy grid girls, mahogany spray tans, celebrity soirées and expensive TAG Heuer watches handed to you for free. You want it? You can’t have it unless you are seriously hot.

TAG Heuer were in Monaco to host a series of celebrity events centred around the most eagerly awaited date on the international motor-racing circuit — the famous Monaco Grand Prix.

They managed to lure not only celebrities and F1 drivers to their events but also Monaco royalty, all to showcase the Swiss brand’s ‘150 Years of Motor Racing’ celebrations as well as its new appointment as Official Partner, Official Watch and Official Eyewear of the Monaco Grand Prix, organised by Automobile Club de Monaco (ACM).

Fashion show

The hottest ticket in town last Friday night was the spectacle of F1 racing drivers and the ladies of F1 teaming up with top fashion models to showcase evening wear by British designer Matthew Williamson as well as the latest in high-fashion timepieces by TAG Heuer.

F1 catwalkers included Felipe Massa, Vitaly Petrov, Adrian Sutil, Paul di Resta, Jaime Alguersuari, Nico Rosberg, Jerome d‘Ambrosio, Heikki Kovalainen, Sergio Perez and Vitantonio Liuzzi.

Auction

Later that evening TAG Heuer watches were auctioned in the name of charity; a TAG Heuer Formula 1 Lady Steel & Ceramic Chronograph with Diamond dial and diamond bezel, and a McQueen Monaco Chronograph with the famous blue dial of the original worn by the actor in the classic 1970 race film, Le Mans. The McQueen Monaco Chronograph raised 22,000 euros for the charity event, and the F1 Steel & Ceramic fetched 16,000 euros.

Yacht party

Lewis Hamilton presented with Tag Heuer Monaco V4 Rose Gold

On the Saturday TAG Heuer hosted another exclusive party, this time on board a private yacht. On board was TAG Heuer racing Ambassador and former F1 World Champion Lewis Hamilton and his girlfriend Nicole Scherzinger. It was here that Lewis was presented with a TAG Heuer Monaco V4 Rose Gold watch which he happily wore for the rest of the weekend.

Grid girls

Tag Heuer Grid Girls

Wherever there is glamour it is compulsory to have beautiful girls in white mini dresses. TAG Heuer had 24 of them, one for each driver in the race, not literally of course, but holding up boards bearing the driver’s names. It was the ideal opportunity to show off TAG Heuer Lady Steel and Ceramic watches and TAG Heuer eyewear.

Watch launches

Tag Heuer Monaco V4 Rose Gold

The race itself was a fitting backdrop for the launch of three new chronographs in TAG Heuer’s Monaco range: the Monaco V4 Rose Gold, (the one given to Lewis Hamilton) the Monaco V4 Titanium and the single-piece creation, the Monaco Mikrograph.

Unfortunately, all the partying and free watches didn’t do much good for Lewis on the race track. Not for the first time he was hampered by a series of incidents. He collided with Brazilian driver Massa and later with Venezuela’s Maldonado resulting in a drive-through penalty for each offence.

And how was your weekend?

Michael Weare | Website

Michael Weare has been a professional writer for 30 years, writing about Japanese technology, German and Italian cars, British tailoring and Swiss watches. Michael manages the editorial content of Click Tempus and will be keeping the magazine fresh and informative with regular features, as well as bringing great writers to the magazine. Email: michael@clicktempus.com

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