High Quality Content by WIKIPEDIA articles! The TAG Heuer Monaco (originally Heuer Monaco) is a series of automatic chronograph wristwatch originally introduced by Heuer in 1969 in honour of the Monaco Grand Prix. The Monaco was revolutionary for being the first automatic as well as the first square cased chronograph. The Hollywood film star Steve McQueen used the watch to accessorize his character in the 1971 film Le Mans. In the decades after his death the use of film stills has made the watch synonymous with McQueen. Although it was discontinued in the mid-1970s, the Monaco was reissued with a new design in 1998 and was reintroduced again with an entirely new mechanisms in 2003 in response to McQueen`s increasing popularity.