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SilverTrain · 19 July 2009, 01:46 AM

From looking at Tag's website this week (which is extremely slick, I must say) they are upping the Steve McQueen Monaco link by several degrees - they have recently created a short movie with Mr McQ and Lewis Hamilton talking to each other, and then having a race and comparing their Monacos at the end. The McQ speech is overdubbed and it looks a little cheesy, IMO.

I just feel that they are taking this a bit too far ... he wore a Monaco once, in one film, but it is common(ish) knowledge that Steve M was a Rolex Sub man off screen.

I realise that it is marketing gold to Tag, but I once read that they had to litigate with his estate to use his likeness in their marketing. When you log onto their website the first image that hits you is Steve McQueen.

I like the Monaco very much, but I can't help feeling they've milked this enough, and do wonder if all those buying these models are strapping them on and thinking "hey, look at me, I'm as cool as Steve McQueen! I'll go out and buy Le Mans on DVD and watch that with it on."

I like Tag, I've owned a couple in the past and some of their models are very interesting, although becoming a little over-designed in some cases. But their use of the latest mega-star celebs not actually wearing the watches, but holding them, knuckle-duster style around their hands, is a little too obvious for my taste.

One could level the same accusation at Omega with the James Bond association, but at least with that it is an ongoing official association, over 6 films and 14 years. The Tag - McQueen thing just seems like them spotting that he wore on once and they will then milk the fact for all it's worth nearly 40 years later.

And yes, the power of their marketing association does make me want to buy one of them! I am not immune, I am just aware of my being manipulated...!

Dan Pierce · 19 July 2009, 02:42 AM

As a "Steve McQueen" Monaco owner I think your thoughts are spot on.

Although I do like the latest offerings that bare far more resemblance to the original.
dP

kzm40 · 19 July 2009, 03:58 AM

In the film Le Mans, Steve's seen wearing the sub, and the Tag, which I believe was a prop, as it's sponcer name on his overalls. I saw Jackie Ickx being interviewed at Goodwood, stood by the Gulf porsche that Mc Queen drove in the film, he was wearing the same overalls and the same watch.. the Monaco. blue face, twin subdials.

19 July 2009, 01:46 AM	#1
SilverTrain Member Join Date: Jun 2009 Location: London, UK Posts: 42	Tag Heuer and Steve McQueen From looking at Tag's website this week (which is extremely slick, I must say) they are upping the Steve McQueen Monaco link by several degrees - they have recently created a short movie with Mr McQ and Lewis Hamilton talking to each other, and then having a race and comparing their Monacos at the end. The McQ speech is overdubbed and it looks a little cheesy, IMO. I just feel that they are taking this a bit too far ... he wore a Monaco once, in one film, but it is common(ish) knowledge that Steve M was a Rolex Sub man off screen. I realise that it is marketing gold to Tag, but I once read that they had to litigate with his estate to use his likeness in their marketing. When you log onto their website the first image that hits you is Steve McQueen. I like the Monaco very much, but I can't help feeling they've milked this enough, and do wonder if all those buying these models are strapping them on and thinking "hey, look at me, I'm as cool as Steve McQueen! I'll go out and buy Le Mans on DVD and watch that with it on." I like Tag, I've owned a couple in the past and some of their models are very interesting, although becoming a little over-designed in some cases. But their use of the latest mega-star celebs not actually wearing the watches, but holding them, knuckle-duster style around their hands, is a little too obvious for my taste. One could level the same accusation at Omega with the James Bond association, but at least with that it is an ongoing official association, over 6 films and 14 years. The Tag - McQueen thing just seems like them spotting that he wore on once and they will then milk the fact for all it's worth nearly 40 years later. And yes, the power of their marketing association does make me want to buy one of them! I am not immune, I am just aware of my being manipulated...!

19 July 2009, 02:42 AM	#2
Dan Pierce 2024 Pledge Member Join Date: Dec 2006 Real Name: D'OH! Location: Kentucky Watch: Rolex-1 Tudor-3 Posts: 36,215	As a "Steve McQueen" Monaco owner I think your thoughts are spot on. Although I do like the latest offerings that bare far more resemblance to the original. dP __________________ TRF Member# 1668 Bass Player in TRF "AFTER DARK" Bar & NightClub Band Commander-in-Chief of The Nylon Nation The Crown & Shield Club Honorary Member of P-Club

19 July 2009, 03:58 AM	#3
kzm40 "TRF" Member Join Date: Apr 2009 Location: UK Posts: 713	In the film Le Mans, Steve's seen wearing the sub, and the Tag, which I believe was a prop, as it's sponcer name on his overalls. I saw Jackie Ickx being interviewed at Goodwood, stood by the Gulf porsche that Mc Queen drove in the film, he was wearing the same overalls and the same watch.. the Monaco. blue face, twin subdials.

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