Such is the prestige of the world’s most famous motor race—the Monaco Formula One Grand Prix—that the great-and-the-good [and, sometimes, the not-so-good] decend on the tiny Principality to watch on Max Verstappen and Co. zoom their way around the narrow street of Monte Carlo, and then party with abandon aboard largest collection of private luxury yachts on the planet.
For those attending that world of glitzy luxury, access and association is everything—which makes the timing of TAG Heuer’s newly-minted role as the race’s title sponsor all the more, well, timely.
Already long-associated with motorsport, the Swiss watchmaker is now more visibly embedded in the event than ever—with the brand’s iconic TAG Heuer Monaco timepiece claiming the undisputed pole position.
The TAG Heuer Monaco holds a significant place in horological history and, at last month’s race, the watchmaker released three new versions of it—each offering a distinct approach on what the Monaco has come to represent since its launch in 1969: engineering, culture and sport.
When it launched, it was the first automatic chronograph housed in a square, water-resistant case—a design breakthrough at the time. Powered by the Calibre 11, it challenged conventional round-case styling with its distinctive left-side crown and sharp lines. It gained instant credibility on the wrist of Steve McQueen in the 1971 cult movie Le Mans and has since become one of the few watches to straddle technical innovation and pop culture so effectively.
Of the new pieces, the most technically advanced is the Monaco Split-Seconds Chronograph, featuring a movement developed in partnership with Vaucher Manufacture. However, the one that claimed top step of the podium for collectors was the Monaco Chronograph x Gulf—the watch that directly represents the model’s association with McQueen, and TAG Heuer’s cinematic legacy.
Without McQueen there is no Monaco, and so this new version draws clear line back to Le Mans. The strap is made from white Nomex—a fire-resistant material used in McQueen’s original racing suit, produced by the same American manufacturer. Combined with Gulf blue and orange accents and a second calfskin strap, this model balances heritage with wearability.