The way that TAG Heuer has cashed in on McQueen's image is definitely nauseating. His use of the Monaco in Le Mans was product placement at the time. So in essence, TAG has basically built a sub-brand around a single example of product placement from a movie made in 1971. It's rather remarkable. Then again, Ford's Bullitt mustangs are doing the same thing. I love McQueen as much as the next red-blooded car guy, but I find the repeated use of his image wearing a watch he didn't really wear in real life these days borders on exploitation rather than homage. At least Siffert really wore an Autavia and used it in his work.

: Yeah it's pretty well documented that Steve wore his 5512 most of
: the time. Not something Tag Heuer would be happy with the
: general populous knowing.

: I had a meeting with a writer about 2 years ago who started telling
: me how much he loved Steve McQueen and showed me his modern
: Monaco that he wore 'as a tribute'. I didn't have the heart to
: tell him the 16610 on my wrist was much closer to what the man
: actually wore.