TAG HEUER MONACO CHRONOGRAPH × GULF

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 far 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 motorsport’s 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 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.

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