TAG Heuer Monaco is phenomenally well known by watch lovers and non-watch lovers due to its iconic role in the film LeMans on the wrist of Mr. Steven McQueen. There are lots of rumors about just how this came to be, but the story, as per Jack Heuer himself, is this: In 1968, Jack Heuer cut what can be described as the first ambassador deal in professional sports and timekeeping, and he did so with Jo Siffert(Replica TAG Heuer Monaco Steve McQueen).
Siffert had just beaten the likes of Jackie Stewart and Jacky Ickx at the British Grand Prix and was one of the hottest names in Formula One. Siffert happened to be a genuine watch lover and was keen to get involved with Heuer.
The deal between Heuer and Siffert had the following terms: Siffert would wear a Heuer crest on his uniform in each race, as well as a Heuer watch on his wrist (preferably an Autavia). Siffert would, in exchange receive a payment of 25,000 CHF per year, for two years, and be able to buy all Heuer products at wholesale prices and sell them to his colleagues in the pit. Essentially, Siffert was Formula One driver / authorized Heuer dealer. As Siffert’s fame grew, so did his sales to fellow drivers, who would buy watches from him before and after races.
The Heuer choice then became an obvious one after he and Siffert, who had been hired as a stunt driver (along with Derek Bell) became close. McQueen had never heard of Heuer before, so wasn’t concerned about misuse of his name and image (again, the irony) and the story goes that at one point McQueen pointed to Siffert and said, “I want to look like that.” Thus came the white track suit with Heuer crest and Heuer watch. But the Monaco was not really a racer’s watch. Siffert wore an Autavia, as that was the piece designed specifically for racers, with a highly legible dial and outer rotating tachymeter scale on the bezel. The reason McQueen wore the Monaco instead? It was the only watch Don Nunley had three identical examples of. He needed one for McQueen to wear, another for still photography, and one as a backup in case one broke. Had Heuer provided three Autavias or Carreras, it is likely those would be known as the McQueen watch instead.
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Modern TAG Heuer Monaco Steve McQueen Watch Review
Siffert had just beaten the likes of Jackie Stewart and Jacky Ickx at the British Grand Prix and was one of the hottest names in Formula One. Siffert happened to be a genuine watch lover and was keen to get involved with Heuer.
The deal between Heuer and Siffert had the following terms: Siffert would wear a Heuer crest on his uniform in each race, as well as a Heuer watch on his wrist (preferably an Autavia). Siffert would, in exchange receive a payment of 25,000 CHF per year, for two years, and be able to buy all Heuer products at wholesale prices and sell them to his colleagues in the pit. Essentially, Siffert was Formula One driver / authorized Heuer dealer. As Siffert’s fame grew, so did his sales to fellow drivers, who would buy watches from him before and after races.
The Heuer choice then became an obvious one after he and Siffert, who had been hired as a stunt driver (along with Derek Bell) became close. McQueen had never heard of Heuer before, so wasn’t concerned about misuse of his name and image (again, the irony) and the story goes that at one point McQueen pointed to Siffert and said, “I want to look like that.” Thus came the white track suit with Heuer crest and Heuer watch. But the Monaco was not really a racer’s watch. Siffert wore an Autavia, as that was the piece designed specifically for racers, with a highly legible dial and outer rotating tachymeter scale on the bezel. The reason McQueen wore the Monaco instead? It was the only watch Don Nunley had three identical examples of. He needed one for McQueen to wear, another for still photography, and one as a backup in case one broke. Had Heuer provided three Autavias or Carreras, it is likely those would be known as the McQueen watch instead.
Related Blog
Modern TAG Heuer Monaco Steve McQueen Watch Review
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