TAG Heuer’s Monaco has been associated with Formula 1’s most glamorous race of the season for decades, but the Principality will be treated to a new level of activity at this weekend’s grand prix as the brand returns for the first time as the sport’s official timekeeper and watchmaker associated with the global agreement between F1 and its parent company LVMH.
Now the title sponsor of the Monaco Grand Prix for the first time, TAG Heuer is using the occasion to unveil three limited editions to its famously square-cased chronograph collection.
Between them, they deliver a choice of historic vintage styles and a futuristic showstopper.
TAG Heuer’s Monaco is a watch that has always polarized opinion, right back to when the radical square chronograph first appeared in 1969, bringing the relatively common square case of dressier watches from the era and forging it into muscular, monolithic race timers.
It may have been that uncompromising design that appealed to Steve McQueen, who almost single-handedly re-launched it when he wore a Monaco in the 1971 classic racing movie Le Mans.
You don’t need to be a movie, horology or racing buff to picture McQueen zipping into his white racing suit with the Gulf oil company branding and a classic denim blue Heuer Monaco on his wrist.
This precise image has inspired myriad Monaco watches using the Gulf branding over the past 20 years and 2025 sees another for the collection.
TAG Heuer Monaco Chronograph x Gulf
If McQueen’s cool in Le Mans could be distilled directly into a wristwatch, this new TAG Heuer Monaco Chronograph x Gulf is what it would look like
Its unique selling point is a fabric strap that might have been made for the 1971 Gulf Porsche racing team.
The strap has been made by Indiana-based manufacturer Hinchman from the same fabric used for the original racing suit and matches a bright white dial co-signed with the old Heuer and Gulf logos.
It comes in a 39mm sandblasted titanium case standing 15mm high on the wrist and is powered by the TAG Heuer Calbre 11 movement, visible through a crystal porthole on the back.
Limited to 970 pieces worldwide, the watch is on sale from today for $9,550.
TAG Heuer Monaco Chronograph Stopwatch
Another one for the collectors is a new Monaco Chronograph Stopwatch inspired by Heuer handheld professional stopwatches used to measure time at the race track in the 1960s and 1970s.
Their utilitarian black and white styling is typical of the era when it needed to take no more than the blink of an eye to read a split-second lap time.
Housed again in a 39mm titanium case, this time coated with black DLC, the watch is sold on a racy black perforated leather strap for $9,850.
TAG Heuer Monaco Split-Seconds Chronograph
Completing the trio is a new version of the Monaco Split-Seonds Chronograph in a case made entirely from TH-Titanium, a lightweight alloy used in aviation that is heat-treated into a sort of metallic camouflage effect.
It is powered by a precision-finished TH81-00 split-seconds rattrapante chronograph calibre, also made mainly from titanium, that was developed in partnership with Vaucher Manufacture Fleurier and weighs only 30 grams.
The hi-tech 41mm watch will be extremely limited due to its complexity, and is priced at CHF 145,000.