In 1965, managing director Jack Heuer had big plans for the Monaco: the first chronograph with an automatic caliber. Heuer secured the rights for the case from Piquerez, the first manufacturer to build rectangular watches. Breitling, among others, was also involved in the project, but lost to Zenith with the El Primero by just a few weeks in 1969. Shortly afterwards, the Heuer Monaco was introduced with caliber 11, which achieved absolute cult status. However, not only because of the angular design, but also the horizontally centered totalizers and the crown, which was originally placed on the other side, were new. The most expensive hay ever auctioned was also a Monaco: on December 11, 2024, actor Steve McQueen's Monaco for $1,800,000, which made the Monaco in the film Le Mans 1970 an absolute success that continues to this day.