TAG Heuer Revives 1970s Fan-Favorite Monaco Dark Lord

Swiss Watchmaker TAG Heuer has announced a new Monaco chronograph, alongside Euphoria actor Jacob Elordi as its latest brand ambassador.

Europhia star Elordi joins the Swiss watchmaker to represent the Monaco collection, the instantly recognisable square chronograph that earned its motorsport reputation on the wrist of Steve McQueen in his 1971 passion project, Le Mans.

I’ve always been drawn to things that are both classic and timeless. So partnering with TAG Heuer was perfect for me. I’ve always admired Hollywood’s iconic leading men, so to wear the Monaco – a watch made famous by Steve McQueen – is something special.

Jacob Elordi

This new 39mm special edition takes its inspiration from the 1970s collector favorite, the Heuer Monaco Dark Lord, with its grade 2 titanium treated to a black DLC coating and paired with red chronograph hands and gold-plated hands and indices.

Jacob Elordi was first seen wearing a Monaco when he presented at the Academy Awards earlier this year, opting for a reverse panda model.

This new Monaco special edition is available now via TAG Heuer, priced $8,200 USD, while the brand has also recently started accepting cryptocurrency as payment.