Charismatically clad in a leather jacket and the rebellious TAG Heuer Monaco, Cai Xukun stands proud as the Swiss luxury watch brand’s latest ambassador.
Where iconic watches are concerned, it is a must to mention the TAG Heuer Monaco — the world’s first square automatic chronograph that defies the pressure to conform with its round-bodied peers.
Launched in 1969, this timepiece is equipped with the masterful Calibre 11 movement, and most know it thanks to Steve McQueen who wore the watch in the 1971 movie “Le Mans”. Now, worn by the brand’s latest ambassador, singer and producer Cai Xukun or KUN.
But what people know less of is how Steve McQueen even got to choosing this watch. During the launch of Heuer watches with the Calibre 11, Jack Heuer had strategically struck a commercial deal with Formula 1 driver Jo Siffert, a friend and the brand’s first ambassador. Siffert then served as production support for “Le Mans” in 1970, where he met McQueen, who was inspired to play the role of Michael Delaney thanks to Sifferet himself.
Instead of using an Autavia that Siffert usually wore, McQueen chose the Monaco 1133B for the film instead, due to its unique and unconventional appearance. So that was how this defiant little watch made it to the big screen, and forever into the watchmaking industry’s stream of consciousness.
This is the same way KUN is breaking boundaries with his music, and why the brand sees it befitting for him to take on the assertive Monaco in his first official shots with TAG. With a tousled ‘do and a steely gaze, KUN is striking in an all-black look that matches the special Black Titanium Monaco iteration on his wrist; a stark contrast against a pink-orange sunset. If there is one way to personify Monaco’s daredevil attitude, choosing this youthful yet bold music maker to go rugged and a little dark does quite the trick.
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