Tag Heuer jumped behind the wheel with American actor and brand ambassador Patrick Dempsey for a 24-hour driving slog.
Mr Dempsey visited the Monaco Top Cars Collection before hitting the road with TAG Heuer towards the Var track in Le Luc. The actor retraced part of the route taken each year by Prince Albert I of Monaco.
Dempsey had previously attended a cocktail party at the Monaco Top Cars Collection, alongside Jack Heuer, honorary president of the brand.
It was also a taster of the 50th anniversary of the first victory of a Gulf car in the 24 Hours of Le Mans, which TAG Heuer is marking with the release of a special limited edition of the Monaco Gulf, of which just 50 have been produced.
The watch, with its famous 39mm square casing and blue dial, features the iconic Gulf colors; light blue and orange. The back of the watch bears the Gulf’s anniversary emblem and its serial number XX/50.