Fashion Wire Daily NY - TAG Heuer is experiencing a Steve McQueen moment. The late icon of the silver screen is featured in the upscale Swiss watchmaker's latest ad campaign, "What Are You Made Of?," and in February the brand re-released its Steve McQueen Monaco watch, which the actor wore in the 1970 film "Le Mans." He was known to call it his "lucky watch" - not a bad thing to have when you do your own stunts - and his son Chad still wears it, the very first in the Monaco series.
Now, with the release of the second single off her new album "C'mon, C'mon," Sheryl Crow is getting is bringing the King of Cool's renaissance to new heights. The song - called, you guessed it, "Steve McQueen" - is already climbing the charts, and last week when Crow sang it at VH1's "All Access: Rock Bodies" launch party, she also sported the Monaco watch in its original colors, with a metallic blue dial, orange-red hands and a blue alligator strap.
The song's video pays homage to a number of the actor's most well-known films, and features another racecar aficionado, Dale Earnhardt, Jr.
McQueen, a fanatic for fast cars, is a perfect match for TAG's sporty sensibility. TAG is the official timekeeper of Formula One racing worldwide. Though the 142-year-old brand originally connected with the Hollywood icon in 1970, he appeared in his first TAG Heuer ad campaign posthumously, when his image graced its "Beyond Measure" ads in 2000.
