Why TAG Heuer Jumped On The Green Trend With Their New Carrera And Monaco
The Swiss brand appeals to the emotions to stand out among a sea of green-dialed watches.
By now you have noticed that green is a big trend in watches. We are hard-pressed to think of one brand that didn’t launch something in a shade of khaki, palm, pine, or pistachio green in 2021. And most recently, TAG Heuer released two new limited editions – the TAG Heuer Monaco Green Dial and the Carrera Green – both updated versions of the company’s most elegant sports chronographs.
While the Monaco and Carrera are must-haves for any collector of driving watches, the deep green hues of these special editions add a new, emotional experience that appeals to a newer audience as well.
In color therapy, also known as chromotherapy, color and colored lights are used to try and help improve physical or mental health. In this alternative medicine practice, green is considered a balancing color – imparting peace and security – because it falls in the middle of the visible spectrum.
And while watch trends are set in motion years before a timepiece hits the market, the events of the last year-and-a-half certainly have buyers seeking soothing purchases.
It’s not just color therapists touting the goodness of green. Marketers also rely on the shade to evoke a feeling of abundance, refreshment, and security.
While emerald-dialed timepieces have been around for decades, there’s never been a better moment to go green.
The limited-edition TAG Heuer Monaco Green Dial was unveiled last month to celebrate the brand’s relationship with the Grand Prix De Monaco Historique as its Official Partner and Timekeeper.
What is most interesting about this take on the iconic, square-shaped chronograph is that this rich hue successfully reinvents the look of the Monaco while maintaining readability with contrasting black sub-dials.
For those white, blue, and black dial traditionalists, green may seem a little too bold. But the use of this color feels quite natural when framed in the Monaco’s 39mm stainless steel case. Plus, the radiating sunray finish of the dial provides even more balance to the angularity of the layout. A black alligator strap also elevates its look, so the watch feels less like a novelty and more of a luxury.
The green theme continues onto the markings engraved on the oscillating mass and the column wheel of the in-house Heuer 02 automatic chronograph movement with an 80-hour power reserve.
Priced at $6,650 and limited to 500 pieces, the TAG Heuer Monaco Green Dial is currently sold out, but there is a waitlist.
The Real Teal
The first Carrera debuted in 1963. And though the new Carrera Green keeps the classic configuration of the original to offer a reassuring sense of nostalgia, at the same time, the green dial feels fresh.
The most impressive thing about the deep blue-green hue of this special edition is its depth. The sunray finish also has a chic shimmer which at first channels a summery vibe. The press release for this watch describes the effect as “modern elegance, brought together by an incomparable Riviera style,” and it is an apt description.
Despite its summery spirit, this teal-faced timepiece is a watch for all seasons. The shade looks just as good with springy pastels as it does with autumnal neutrals. And with its 39 mm case size, it will fit comfortably on almost every wrist size, making it a great gender-neutral choice.
And although green is trending, this special edition TAG Heuer Carrera Green is firmly rooted in tradition. It has the same signature lugs, silhouette, and polished push buttons as its predecessors. But the details and broader diameter – enlarged from 36 to 39mm – are what make this new Carrera modern.
The dial boasts a sophisticated tricompax layout with three snailed sub-dials: a minute chronograph at 3 o’clock, an hour chronograph at 9 o’clock, and a permanent seconds indicator at 6 o’clock. It also features fine details such as faceted hour and minute hands coated with Super-LumiNova for optimum readability and a box domed sapphire crystal inspired by the original Heuer Carrera. It is presented on a black alligator leather strap featuring a folding clasp with two safety push buttons, and “SPECIAL EDITION” is engraved on the caseback.
The special edition TAG Heuer Carrera Green also offers maximum precision via the in-house Calibre Heuer 02 automatic chronograph movement. This caliber, made at the TAG Heuer factory in Chevenez, Switzerland, has over 168 components – including a column wheel and vertical clutch – to guarantee outstanding chronometric performance. It also boasts an impressive 80-hour power reserve.
The special edition TAG Heuer Carrera Green is limited to 500 pieces and available at TAG Heuer boutiques or through the brand’s e-commerce site. It is priced at $6,650. For more information, visit TAG Heuer’s website.
(Photography by Pierre Vogel)