Momo Steering wheels... did you know that these have become collectors items? Created by race car driver Gianpiero Moretti, the company specialized in steering wheels, and had a "signature series" with individual input from exceptional race car drivers, like Lauda, Andretti, Ickx, and Stewart. Magnus Walker is the 1st non racer to take part

as you can see by comparing, there are personalized variations to the basic design

http://forums.pelicanparts.com/porsche-911-technical-forum/857169-momo-signature-steering-wheels-overview.html