TAG Heuer Monaco Chronograph X Gulf
an icon returns to the track in a tribute to racing, cinema, and time itself
PRESS RELEASE | 1138 WORDS | 11 MINUTE READ
La Chaux-de-Fonds, Switzerland - May 23, 2025: Some watches do more than tell time, they capture it. With bold lines, emotional resonance, and a powerful cinematic moment, they become symbols of something for greater through their identity and the emotion they convey. Embodying that spirit, Swiss luxury watchmaker TAG Heuer launches the TAG Heuer Monaco Chronograph x Gulf. Reimagined in a striking new edition, it celebrates the spirit of racing, the cool of cinema, and the daring style that made the TAG Heuer Monaco an icon.
Created in partnership with Gulf, this new limited-edition chronograph reconnects with the golden era of motorsport and the cinematic legacy that cemented the TAG Heuer Monaco's iconic status. Limited to 971 pieces, it returns to 1971 with the release of the movie Le Mans, to the roars of the race cars' engines, and to the legend of Steve McQueen at the wheel of his Porsche 917K.
This new timepiece arrives at a defining moment in the history of both TAG Heuer and the Grand Prix de Monaco. For the first time, this emblematic race will bear the name of a title partner, becoming the Formula 1 TAG Heuer Grand Prix de Monaco. With this new limited-edition, TAG Heuer continues to strengthen its connection to racing and to one of motorsports most legendary circuits.
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.
The Story Behind the Stripes
The Gulf livery is one of the most instantly recognizable visual identities in motorsport. Its light blue and bright orange combination became a fixture in endurance racing during the late 1960s and 70s.
Drivers like Jo Siffert, whose friendship with TAG Heuer laid the foundation for the brand's presence in racing, helped shape Gulf's place in motorsport lore.
Siffert also served as McQueen's driving coach for Le Mans, bringing authenticity to his performance and introducing him to the TAG Heuer Monaco. Furthermore, McQueen's Porsche 917K sported the emblematic Gulf livery, his racing suit bore both the Heuer and Gulf logos, and on his wrist was the TAG Heuer Monaco.
It is this legacy and this relationship that TAG Heuer and Gulf continue to celebrate together today.
The New TAG Heuer Monaco Chronograph x Gulf
The TAG Heuer Monaco Chronograph x Gulf draws directly from that rich history. Powered by the Calibre 11 and true to the 1969 layout, the chronograph features a left-positioned crown, a distinct nod to its origins.
The dial is rendered in fine grained silver, offering a clean, elegant base over which the signature Gulf racing stripes run vertically, instantly recognizable and mirroring those found on McQueen's suit. Below the hands sits the Gulf logo. The use of the vintage Heuer logo, reserved only for timepieces revisiting the rich heritage of the brand, is a subtle design nod that reinforces the historic character of this new limited edition.
The case is crafted from sandblasted grade-2 titanium, offering a tactile, matte finish and inspired by race car workshops and paddocks. Its 39mm size preserves the proportions of the original TAG Heuer Monaco, while its material adds a contemporary, lightweight touch.
The white textile strap is made from Nomex*, a fire-resistant material used in professional racing suits. The connection runs deeper than material authenticity as this specific Nomex® fabric has been sourced from Hinchman, a small American manufacturer that made the original suits worn during the filming of Le Mans in 1970, including McQueen's own. Their participation in this edition brings the story full circle, transforming the strap into a genuine piece of motorsport heritage. An additional blue perforated calfskin strap is included, offering a more classic look for varied occasions.
This edition is limited to 971 pieces, a number chosen to commemorate the year the movie Le Mans was released.
in a year when the Grand Prix de Monaco enters a new chapter under TAG Heuer’s name, this new timepiece captures a rare moment of alignment - between past and present and between a brand and a legacy.
About TAG Heuer
TAG Heuer, founded in 1860 by Edouard Heuer in the Jura Mountains of Switzerland, is a luxury watch brand that is part of LVMH Moët Hennessy Louis Vuitton SE ("LVMH"), the world's leading luxury group. Based in La Chaux-de-Fonds, Switzerland, and with four production sites, TAG Heuer has 1,900 employees and is active in 139 countries. TAG Heuer products are available online on their site for select countries and in 260 boutiques and 2,300 points of sale worldwide. The company is led by Antoine Pin, CEO of TAG Heuer.
For 165 years, TAG Heuer has demonstrated pure avant-garde watchmaking spirit and a commitment to innovation with revolutionary technologies that have included the oscillating pinion for mechanical stopwatches in 1887, the Mikrograph in 1916, the first automatic-winding chronograph movement - Calibre 11 - in 1969, and the first luxury smartwatch in 2015. Today, the brand's core collection consists of two iconic families designed by Jack Heuer - TAG Heuer Carrera, and Monaco - and is rounded out with the contemporary TAG Heuer Aquaracer, Formula 1, Link, and Connected lines.
Embodying TAG Heuer's new philosophy, Designed to Win, the brand continues to build on its legacy of bold innovation, resilience, and high performance. Its prominent partnerships and brand ambassadors reflect TAG Heuer's drive to push boundaries and perform in the moments that matter most.
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