The brand was present at the side of Chad McQueen, son of Steve McQueen, and the whole team behind “Steve McQueen: The Man & Le Mans,” for the film’s grand premiere screening on the famed Croisette in Cannes.

As the documentary traces Steve McQueen’s passion for automotive racing with images from his now legendary movie ‘Le Mans’ and unpublished archive footage made available by his son Chad, we rediscover Steve McQueen in his Heuer racing jumpsuit and on his wrist the famous Monaco, the square-shaped automatic chronograph that had just been launched back then and has since become an icon of the brand.

As the story goes, when filming began in 1970, Steve McQueen insisted on wearing the same racing jumpsuit as racecar champion Jo Siffert, a friend of Jack Heuer who at the time was consulting on the movie. At the time, Jo Siffert was the Ambassador of the Heuer watch company. This kind of endorsement was a new concept in the industry then – an inkling of the ‘Avant-Garde’ in the logo of today’s TAG Heuer.

TAG Heuer - The Man & Le Mans

© TAG Heuer

The screening was followed by a special ebebing event whose numerous gustes included the two race drivers Mark Webber and Mitch Evans who will be at the start line at the 24 Hours of La Mans in three weeks. Obviously, Chad McQueen was wearing the original TAG Heuer Monaco on his wrist. The new Monaco 2015 was displayed at the party.