STORIES Everything You Need to Know About the TAG Heuer x Gulf Partnership

Because it combines two legends of motorsport. On one side is TAG Heuer, the Swiss watchmaking Maison whose name is synonymous with timing innovation on the racetrack. On the other is Gulf, a petrol company whose emblematic blue-and-orange livery is arguably the most recognized in the racing world. Together, TAG Heuer and Gulf have created one of the most enduring alliances in both watchmaking and motorsports.

Gulf’s iconic blue and orange racing stripes first roared to life in the 1960s and 1970s, thanks to the dominant racing team JW Engineering, run by motorsport pioneer John Wyer. Gulf-sponsored cars like the Ford GT40 and the Porsche 917, emblazoned in those unmistakable colors, became dominant forces at Le Mans and beyond. Over time, the Gulf livery transcended sponsorship to become a universal symbol of performance.

It started with Steve McQueen. In 1970, while filming the now-legendary movie Le Mans, McQueen wore a racing suit covered in Gulf logos—while sporting a TAG Heuer Monaco on his wrist. He drove a Gulf-liveried Porsche 917. The association between TAG Heuer, Gulf, and motorsport was sealed forever.

Although the synergy had existed for decades, the formal partnership between TAG Heuer and Gulf was signed in 2016. This agreement solidified years of shared DNA and paved the way for a series of dedicated Gulf-themed watches.

Since the early 2000s, Gulf’s signature colors have been used in several limited-edition TAG Heuer timepieces. The most celebrated is undoubtedly the TAG Heuer Monaco Gulf — an automatic chronograph directly inspired by Steve McQueen’s own watch. In 2022, the TAG Heuer Monaco Gulf Special Edition was reimagined again, this time powered by TAG Heuer’s in-house Heuer 02 movement. For the first time, the Gulf logo appeared directly on the dial at 6 o’clock. That same year, the model won the Iconic Watch Prize at the Grand Prix d’Horlogerie de Genève, considered the Oscars of watchmaking.

Yes. Gulf designs have also been featured on TAG Heuer Formula 1 models, reinforcing the motorsport connection. But the TAG Heuer Monaco remains the spiritual heart of the collaboration. The square-cased chronograph — a bold and radical design at its inception — remains today a symbol of avant-garde watchmaking, forever tied to Gulf’s racing heritage.

The partnership came full circle at the Monaco Grand Prix Historique in 2022, where TAG Heuer celebrated the TAG Heuer Monaco Gulf watch with a special campaign. The weekend featured vintage cars and racing nostalgia, with a notable appearance by Rofgo Racing’s Tyrrell 007 Formula 1 car in Gulf colors. Winners of various racing formulas were presented with the TAG Heuer Monaco Gulf — offering a timeless prize from two names that shaped racing’s golden age.

It bridges eras. Gulf and TAG Heuer both represent heritage, but never at the expense of innovation. Together, they champion performance, precision, and aesthetics. Gulf is still active in motorsport, and TAG Heuer continues to expand the TAG Heuer Monaco Gulf collection. For collectors and fans, each new piece is a reminder of the roar of engines, the drama of the track, and the spirit of two brands that always race ahead.

TAG Heuer and Gulf’s shared legacy in motorsport continues to resonate — from the racetrack to the wrist. With each new TAG Heuer Monaco Gulf edition, the partnership reaffirms its place at the crossroads of watchmaking and racing history, honoring its icons while keeping the spirit of competition alive.

Find out more about our partner Gulf here.