The TAG Heuer Gulf Meridiist is the brand’s latest luxury cell phone that is inspired by Michael Delaney, Steve McQueen’s character in the 1971 film “Le Mans”.

His character, Michael Delaney, drove for the Gulf team; he got behind the wheel of a speed machine that featured the iconic Gulf light blue and orange racing livery.

He also wore the original Heuer Monaco Chronograph on his wrist, and thus the legend was born.

Time piece maker Tag Heuer has created a clever new promotional video using clips of Steve McQueen’s famous car movie, Le Mans.

The premise is a duel between the racing driver/hard man McQueen in his Gulf-liveried Porsche 917 and current F1 golden-boy Lewis Hamilton in his McLaren Mercedes.

Check out the clip below or click here to go to the Tag Heuer website.

Inspired by Steve McQueen, science fiction and the great tradition of the French luxury, Jerome Coste has created Ruby, a collection of helmets for motorcyclists.

These luxury motorcycle helmets are modern in design but retro in inspiration (the chrome-plated trim round the edge of the helmet, the steel badge and the claret-colored lining made from nappa Lambskin which is reminiscent of the beauty of vintage sports cars…)

All Ruby helmets are manufactured from carbon fibres, a technology from the aerospace industry that guarantees maximum strength, ultra lightness and multiple air channels keep allow for ventilation to keep your head from getting overheated

Jerome Coste sold his own motorbike to finance his production. “As soon as I sell enough helmets,” he says, “I am going to buy myself a new ride, probably a Triumph.” he said: “Guarantee the security and style of the heroes and heroines of everyday life.” It gives me almost want to spend my motorcycle licence …

A variety of colors and patterns are available – tere is even a line that is painted by Parisian graffiti artist, Honet, that sports a variety of colors and patterns.

Ruby helmets cost 550 euros or ($1100) and are available at L’Eclaireur, Colette….

If you’re looking for something sporty , the Porsche driven by Steve McQueen in the movie Le Mans could be for you. It is going up for auction via Bonhams & Butterfield in the US as part of its Sale of Exceptional Motorcars and Automobilia.

The anticipated price that this coupe may fetch, is $2 million. For this price, you can get the 1969-70 Porsche 908/2 Spyder, which is a 350bhp, 3.0-litre flat-eight air-cooled speedster with a fibreglass body, tubular aluminium spaceframe and a car capable of hitting 200mph+.

The auction is on 15th August 2008.