Deal between two giants of their fields will see the development of new activities and new editions, including the Monaco Gulf.
Two iconic brands in the automotive world have made their union official. And to mark the occasion, TAG Heuer has created a special Gulf edition of the Monaco.
The original Heuer Monaco was first launched simultaneously in Geneva and New York in 1969. It became the first square and water-resistant automatic chronograph in the history of Swiss watchmaking, marking a break with the aesthetic codes of traditional watchmaking.
However, the origins of the revolution lay inside the watch: the famous Calibre 11 that was the first automatic chronograph movement to be commercialised in the history of watchmaking.
The 2018 Monaco Gulf Special Edition is a new edition of the classic Heuer Monaco, launched in celebration of a new partnership between automotive icons TAG Heuer and Gulf Oil International.
The first company to drill for oil below the sea, and in 1913, the first in the world to open a petrol station, Gulf Oil has been a well-known player in the automotive industry for over 115 years. With this version of the Monaco, the oil company is visually represented in the distinctive blue and orange stripes that run down the strap.
TAG Heuer and Gulf have crossed paths several times previously. But the most notable was in 1971, in the film Le Mans, when Steve McQueen strapped a Heuer Monaco to his wrist while driving a Porsche 917 that featured the Gulf logo.
Jean-Claude Biver, CEO of TAG Heuer and Chairman of the Watch Division of LVMH Group, stated: "It's a real privilege to forge links with Gulf and its history in automotive sport that includes the Porsche 917K, Steve McQueen, the Le Mans 24 Hour Race and the Monaco watch.
“It's a prestigious and emotional partnership. I know of few other brands that could share as many memories of pit stops and which have a relationship as strong and authentic. We share the same passion and this promises good things for the future!"
I know of few other brands that could share as many memories of pit stops and which have a relationship as strong and authentic. We share the same passion and this promises good things for the future. ~Jean-Claude Biver
The Monaco Gulf 2018 edition
On the occasion of sealing their deal, TAG presented a special Gulf edition of the Monaco, in the famous racing colours and logo of the oil company that sponsored Steve McQueen in the film Le Mans.
Launched simultaneously in Geneva and New York on March 3, 1969, the Heuer Monaco was the first square and water-resistant automatic chronograph in the history of Swiss watchmaking, signalling a break with the aesthetic codes of traditional watchmaking.
Its large square case with straight angles, the metallic blue dial, the domed plexiglas crystal and especially the crown positioned on the left, signifying that the watch was wound automatically. Just as innovative at the time, its technology offered perfect water resistance - a first for a square watch.
"It's a real privilege to forge links with Gulf and its history in automotive sport that includes the Porsche 917K, Steve McQueen, the Le Mans 24 Hour Race and the Monaco watch.
However, the origins of the revolution lay inside the watch: The famous Calibre 11 that was the first automatic chronograph movement to be commercialised in the history of watchmaking. Immediately recognisable and often copied, the "McQueen Monaco" has become a much-coveted watch at auctions and in collections.
As a matter of fact, the watch shared the spotlight with Steve McQueen, who insisted on wearing it throughout filming of the film "Le Mans" in 1971 when he drove the famous Gulf-Porsche 917K.
The colours of this iconic brand are referenced in the design of the Monaco Calibre 11 Gulf special edition. The 39 mm size, the crown on the left, the legendary petroleum blue dial with two white counters, the date window at 6 o'clock, the diamond-polished horizontal hour indices, the inscribed vintage Heuer logo, the calibre 11 automatic chronograph with date and water-resistance to 100 metres - all the attributes of the Monaco.
As a reminder of its origins and sporting pedigree, a light blue and an orange stripe of Gulf’s renowned racing colours have been added to the dial. The Gulf logo also appears at 6 o'clock.
The steel case – which comes in three parts since 1998 – is secured with four screws, the rectangular shape of the two push-buttons at 2 and 4 o'clock, the slightly slimmer lugs, the sapphire crystal (since 2009) and the open case-back, through which the calibre's gears can be seen. The piece is completed by a petroleum blue leather strap with orange top stitching, for an elegant look and another nod to the Gulf logo.
A beautiful interpretation that respects the iconic automotive heritage of the manufacturer based in La-Chaux-de-Fonds and which will feature in the dreams of all automotive racing purists.
World-renowned British car manufacturer and Swiss watchmaker sign dream deal and reveal first collaborative models of new era.