That current model should be sent to hell where it belongs. The thing is hideous and tacky, not to mention the gulf stripes are just so not cool anymore, in my opinion.

If TAG really wants to appeal to collectors of classic Heuers, I think they should de-clutter their watches. I also think they should stop issuing new Carreras and Monacos all the time and actually come out with entirely new models that continue the classic idioms they established. If they want to make a really crazy modern "Richard Mille"-esque watch, maybe they should just make a new model entirely, and get a current racing driver to wear it just like Richard Mille has Nadal playing tennis in his watches. Create new brand equity instead of playing off the same old McQueen/Le Mans/Gulf Porsche thing, which is just overdone and played out by this point. Every new iteration of the Monaco gets further away from what made the original cool (and it was cool even before McQueen wore one), which is its bold simplicity, instantly identifiable silhouette, and clean detailing. Ok, I will get off my soap box now. But I really think TAG needs to re-assess their design direction and get out of a marketing rut with the endless Monaco and Carrera "derivations" and phony "heritage" designs like the newest Monza.

: Let’s play a game with the TAG Heuer Monaco 24, as follows: Let's
: say that you collect vintage Heuer chronographs, primarily the
: racing chronographs from the 1960s and 1970s (Autavia, Carrera,
: Monaco, Silverstone, Montreal, etc.). You are a committed
: collector, who enjoys the style and history of these watches, as
: well as the fact that they are reliable timepieces that you can
: wear on a daily basis.

: One of your favorite chronographs is the black PVD-coated Monaco
: (Reference 74033 N), as shown below right. You are wearing this
: old Monaco one day, when you walk into a local watch store, and
: see the new TAG Heuer Monaco 24, as shown below left.
:
: It's your lucky day!! A representative of TAG Heuer is standing
: behind the counter, shows you the Monaco 24, describes the
: specifications, and says, “We want you to love this new Monaco
: 24 and to buy one for your collection. Please tell us if there
: is anything that you would like us to change about the Monaco
: 24, so that you will buy the watch for your collection.”

: So here is our game, which we will call “Monaco 24, in the Land
: of Make Believe”: Please review the photographs of the Monaco
: 24 (which are of the watch that I actually saw, in the metal),
: as well as the specifications for the watch listed below. Then
: tell us exactly how you would like the Monaco 24 altered, so
: that you would actually buy the watch. Too big or too small?
: Would you prefer a different color scheme? You can be aggressive
: (for example adding a third register for the hours), but please
: try to be realistic (you can’t have it produced in rose gold,
: and lower the price to $1,995).
:
:

: Specifications of the TAG Heuer Monaco 24 are as follows: Case
: is stainless steel, coated with black titanium-carbide,
: highly-polished, and measures 40.5 mm, across the dial
: Sapphire glass, front and rear, with anti-reflective treatment
: “Gulf Stripes” down the center of the dial Recessed
: registers, for running seconds (on the left) and chronograph
: minutes (on the right) Semi-sub counters each showing half the
: register, with double-sided hands (rotating system) –
: “orange” needle for first half of the timing and
: “silver” needle for the second half of the timing Date at
: six o’clock position, shows yesterday-today-tomorrow Orange
: shock-absorbers (advanced dynamic absorber system) Polished
: rhodium plated hour and minute hands, with luminous markers
: Black alligator strap, with orange stitches and titanium clasp
: Caliber 36 “El Primero” movement, 36,000 vibrations per
: hour, automatic COSC certified chronometer Display back
: shows three-spoke rotor Special edition [not “limited
: edition”] Priced at approximately $10,900
: We have had previous discussions on the question of whether the
: “vintage guys” will ever buy a modern, new watch. In The
: Land of Make Believe, with the ability to change the various
: elements of the watch, every vintage collector should be able to
: construct a Monaco 24 to his or her liking.

: So please tell is how you would change the watch, so that you would
: buy it. Of course, you can also feel free to say, “It’s
: perfect just the way it is! Where can I buy one?”

: I look forward to seeing some responses, then I will post my own
: list of “modifications”.
:
: