Heartthrob Cai Xukun Is TAG Heuer’s Latest Ambassador

Cai Xukun, elegantly attired in a leather jacket and the audacious TAG Heuer Monaco, proudly serves as the latest ambassador for the Swiss luxury watch company.

In discussions of classic timepieces, the TAG Heuer Monaco must be highlighted as the world's inaugural square automated chronograph that resists the conformity of its round-bodied counterparts.

Introduced in 1969, this watch features the exceptional Calibre 11 movement and is widely recognized due to Steve McQueen's portrayal while wearing it in the 1971 film "Le Mans". Currently adorned by the brand's newest ambassador, artist and producer Cai Xukun, also known as KUN.

#ManCrushMondays – Heartthrob Cai Xukun is the latest ambassador for TAG Heuer. However, what is less known is how Steve McQueen ultimately selected this watch. At the launch of Heuer watches featuring the Calibre 11, Jack Heuer had intentionally established a commercial partnership with Formula 1 driver Jo Siffert, a friend and the brand's inaugural ambassador. Siffert subsequently provided production support for "Le Mans" in 1970, where he encountered McQueen, who was motivated to portray the character of Michael Delaney due to Siffert's influence.

Rather than use the Autavia typically worn by Siffert, McQueen opted for the Monaco 1133B for the film, owing to its distinctive and eccentric aesthetic. Thus, this audacious timepiece achieved prominence on the big screen, securing its place in the collective psyche of the watchmaking industry.

#ManCrushMondays – Heartthrob Cai Xukun is the latest ambassador for TAG Heuer.

KUN is also transcending boundaries with his music, which is why the brand deems it appropriate for him to embody the forceful Monaco in his inaugural official photos with TAG. KUN, with a disheveled hairstyle and a resolute stare, is visually arresting in an all-black ensemble that complements the exclusive Black Titanium Monaco watch on his wrist, creating a vivid contrast against a pink-orange sunset. To embody Monaco's audacious spirit, selecting this vibrant yet daring musician to adopt a gruff and somewhat somber persona effectively achieves the desired effect.