Okay, hands up who else spat out their coffee when they read that the latest Monaco from TAG Heuer had a price tag of from* £121,000? I mean, we knew something was coming based off last year's 'Only Watch' Monaco Rattrapante so it wasn't exactly a 'surprise' (especially as TAG Heuer had been dropping hints left, right and centre), but I don't think anyone was really prepared for the jaw-dropping price tag the brand attached to this new model... even when you take into account the £3000 premium TAG are already charging for their current skeletonised Monacos over the solid dial variants.
*Depending on the level of customisation required, in case you were wondering....
I mean, had I been asked to guess the price I might have plucked £25,000-30,000 out of the air (especially since before this I wasn't terribly au fait with what the going rate for a rattrapante was), but I would never in my wildest estimates have gone over £100,000! And I wasn't alone, both 'A Blog to Watch' and (ex Watchfinder 'hands' guy) Andrew Morgan absolutely ridiculed the brand in their 'Watches & Wonders' YouTube round ups (though with their combined knowledge and industry savvy they should perhaps have been a little more 'informed').
But initially I too did not get it, especially when rattrapante chronographs are readily available from other brands such as Breitling at under £10,000 and from 'better' brands like IWC for not that much more. So there has to be more to it, doesn't there. It can't simply be that TAG Heuer are applying a Monaco premium the likes of which we've never seen before just because?
Well yes, of course there is...