Tag Heuer's Monaco LS Marks New Way to Tell Time

PARIS, June 24 /PRNewswire/ -- Marrying vintage appeal with a thoroughly
modern aesthetic, TAG Heuer is ushering in a new era of its classic Monaco
chronograph with the introduction of the Monaco LS Chronograph Calibre 12.
Unveiled today at a press conference hosted by TAG Heuer President and CEO
Jean-Christophe Babin and brand ambassador Lewis Hamilton, this timepiece is
as aggressive as a Porsche 917 taking to the curves of Le Mans.

The hallmark of the Monaco LS is the disruptive design of its dial. Unlike
traditional watches that display seconds in a circular manner, the Monaco LS
defies convention and indicates them linearly, enabling wearers to
effortlessly differentiate between seconds and chronograph functions. The
seconds, which are demarcated by luminescent indexes, tick off right to left
through a rectangular opening at 3 o'clock. A red rhodium hand sweeps across
the opening, pointing up for zero to 30 seconds, and then pointing down for 30
to 60 seconds. This new way to tell time provides at-a-glance access to
precision timing.

Moreover, an angled window at 12 o'clock shows the current date, as well as
the previous and next day. These windows, combined with the chronograph hour
and minute subdials placed at 6 and 9 o'clock, respectively, complete the
provocative look of the Monaco LS.

Other features of the 40.5 mm timepiece include: scratch-resistant sapphire
crystal and caseback, anti-reflective double-sided treatment and water
resistance to 100 meters. It is featured on a black alligator strap or
stainless steel bracelet for $6,000.

"The Duel"
At the press conference, Babin and Hamilton also debuted the finale of "The
Duel," a digitally reworked version of the 1971 racing movie "Le Mans."
Starring TAG Heuer brand ambassador Steve McQueen, "Le Mans" recounts the
story of two teams competing on the world's most difficult endurance race
course, found in Le Mans, France. Striving for the utmost accuracy in
portraying race car driver Michael Delaney, McQueen consulted his friend,
Grand Prix champion and TAG Heuer ambassador Jo Siffert. At McQueen's
request, Siffert lent the actor his white racing suit, which was adorned with
a "Chronograph HEUER" crest over the right breast. To complete the look,
McQueen opted to wear in the film the brand's new Monaco automatic Calibre 11.

In this updated version, McQueen is pitted against Hamilton, the 2008 Formula
1 world champion. Sporting the Monaco LS, Hamilton goes toe-to-toe with
McQueen on the windy roads of Le Mans, and secures a victory at the last
moment in dramatic fashion. At the end of the film, McQueen offers his Monaco
Calibre 11 to Hamilton, who kindly declines, noting, "You keep it Steve. We're
in the future now."

The History of the Monaco

The Monaco's introduction in 1969 marked a radical departure from the
conventional codes of watch design and engineering. Prior to the Monaco's
debut, watchmakers had been unable to create perfect water-resistant square or
barrel-type cases, forcing them to produce only circular dials. TAG Heuer's
patented water-proofing system allowed for a break from the standard, rounded
case, and the creation of the Monaco's iconic square dial. Housed within the
watch's distinctive case is the Calibre 11 movement, the first-ever
self-winding automatic chronograph with micro rotor. This mechanism provides
wearers with precision timing comparable to the standards of professional
chronometer instruments.

About TAG Heuer
TAG Heuer, the leader in prestigious sports watches and chronographs since
1860, is one of the largest and fastest growing luxury Swiss watch Brands. The
Swiss watch making legend draws upon its active engagement in the world of
sports to create the most accurate measuring instruments and sports watches in
the world. TAG Heuer is today the first watchmaker ever to master luxurious
Chronographs with an unsurpassed precision of 1/10th, 1/100th and 1/1,000th of
a second. From the Olympic Games in the 1920s to its role as official
timekeeper to within 1/10,000th of a second for the legendary Indy 500, TAG
Heuer, in a constant quest for innovation, excellence, performance and
prestige, continues to aim ever higher, as reflected in its partnerships with
Team Vodafone McLaren Mercedes in Formula 1 and its two aces: Fernando Alonso,
youngest ever and already two times Formula 1 world champion, and Lewis
Hamilton, the GP2 world champion in 2006. With two times Formula 1 world
vice-champion and Scuderia Ferrari F1 driver Kimi Raikkonen, with No. 1
golfer Tiger Woods and WTA No. 1 tennis player Maria Sharapova, four times
world Champcar champion Sebastien Bourdais, promising talent Bruno Senna as
well as Hollywood and Bollywood icons Leonardo DiCaprio and Shah Rukh Khan,
TAG Heuer more than ever epitomizes Sport and Glamour !

SOURCE TAG Heuer

Rachel Branch, +1-973-467-1890 ext 9271, Rachel.branch@tagheuer.com, and Dana
Lenetz, +1-973-467-1890 ext 9302, dana.lenetz@tagheuer.com, both of TAG Heuer