Return of an Icon: TAG Heuer Monaco Chronograph x Gulf

The Making of a Legend

When the TAG Heuer Monaco debuted in 1969, it defied the expectations of what a chronograph could be. At a time when round cases dominated the industry, the TAG Heuer Monaco arrived with a bold square design, sharp angles, and a crown positioned on the left side – a visual and functional declaration that the TAG Heuer was automatic and did not require daily winding. It was also the first automatic chronograph to be housed in a square, water-resistant case, powered by the Calibre 11.

In 1970, on the set of Le Mans, Steve McQueen – playing fictional driver Michael Delaney – chose the TAG Heuer Monaco as part of his on-screen identity. Instead of letting someone pick a watch for him, he picked it himself, guided by his racing advisor Jo Siffert, a close friend of Heuer and a celebrated figure in the world of motorsport. Alongside McQueen’s Gulf-striped suit and Porsche 917K with its iconic blue and orange livery, the TAG Heuer Monaco became part of the legend, thanks to its unmistakable square shape and signature blue dial.

When the film premiered in 1971, it sealed the TAG Heuer Monaco’s place in history. The watch became a symbol of speed, style, and cinematic cool.

Over the decades, the TAG Heuer Monaco has continued to evolve, but its core has remained untouched. That original sense of rebellion and the deep connection to motorsport culture are still there, visible in every element of the watches that carry the TAG Heuer Monaco name today.