TAG Heuer Triumph Bonneville
Photos and text courtesy Triumph Motorcycles.
TAG Heuer and
Triumph Special Edition Bonneville
November 24, 2009 – British motorcycle manufacturer
Triumph and Swiss watch manufacturer TAG Heuer have
collaborated to create a special, one-of-a-kind
“Bonneville Heuer” Triumph motorcycle.
The association between Triumph and TAG Heuer comes
as a result of their common values and the legacy of
Steve McQueen, who was famously linked to both brands.
The TAG Heuer Bonneville features a unique
blue-and-orange paint scheme that was inspired by the
Porsche sports car driven by Steve McQueen’s character
in the movie Le Mans (1971). McQueen wore a
TAG Heuer Monaco watch in the movie, and today TAG Heuer
is celebrating the 40th Anniversary of that watch.
McQueen rode Triumph motorcycles personally and in
movies such as The Great Escape (1963).
Triumph Motorcycles continues that relationship with
McQueen’s estate to create vintage styled McQueen
apparel. For 2010, the Triumph clothing range
includes a jacket and t-shirt reminiscent of when
McQueen raced a Triumph in the International Six Days
Trials in Germany.
“We are delighted to play our part in this exciting
project. The Triumph Bonneville and TAG Heuer
Monaco are both timeless masterpieces, celebrating their
respective 50th and 40th anniversaries this year,” said
Neil Morley, Triumph’s Head of Brand Communications.
“We also both have a natural connection with Steve
McQueen, who famously wore a Monaco watch in the film Le
Mans and was renowned for his love of our bikes, making
this a very natural collaboration.”
The special Triumph Bonneville was unveiled in Paris
by Lewis Hamilton, the 2008 Formula One world champion
and TAG Heuer brand ambassador, and can be seen at
various watch shows and TAG Heuer retailers throughout
The Triumph Bonneville was born in 1959 to recognize
Johnny Allen’s land speed records at the Bonneville Salt
Flats. The Triumph Bonneville was an instant hit
in America and the UK, and 50 years later continues to
be one of Triumph’s most iconic motorcycles.
Despite its classic appearance, the new Triumph
Bonneville motorcycles feature state-of-the-art design
The full range of Triumph motorcycles are available at authorized
Triumph dealers throughout North America. To find your
local Triumph dealer, please visit