EVEN in retirement, Sydney Swans great Michael O'Loughlin has stayed loyal to the club's understated mantra and remains coy over its chances of winning another flag in 2012.

O'Loughlin, who was a key figure in the Swans' 2005 premiership run, well and truly bought into the culture that has made the club so successful during his 15 years as a Swan.

On Tuesday, O'Loughlin launched his autobiography in front of a host of current and former Swans, plus some Greater Western Sydney youngsters he coached during his time with the AIS, including Jonathon Patton and Steve Coniglio.

Pushed about the Swans' rise to the top of the AFL ladder this season and their shot at a second flag in seven years, O'Loughlin stuck rigidly to the company line.

"The strength of this footy club is they never get ahead of themselves," O'Loughlin said.

"It's always been that way since I arrived and John Longmire is absolutely the same.

"He's doing a brilliant job and everybody is playing a role and I know that's a really boring answer, but that's why this club and the culture and the people in it are so good.

"They don't get ahead of themselves and, when they do, they pull them back and the club's better for it.

"As a fan and as an ex-player, I want them to do very, very well.

"But the process has to be absolutely spot on to achieve that ultimate dream."

O'Loughlin's book is entitled Micky O. Determination. Hard work. And a little bit of Magic and follows his journey from a tough upbringing in South Australia to ultimately becoming the Swans' games record-holder.

That 303-game record has since been passed by his great mate Adam Goodes.

When O'Loughlin was pushed further about the potential of the current Swans, he admitted they had an opportunity to leave their own mark on the club.

"They're creating their own history," he said.

"They know about the '05 story and the '06 story, but it's their time now.

"It's their time to turn it on and really make a significant contribution to this footy club as well, and they're travelling along nicely.

"I can't wait until the end of the season."

A number of O'Loughlin's former teammates were in attendance at Tuesday's function, including Leo Barry, Jared Crouch and Paul Roos, who gave the opening address.

Barry - who famously took the mark that sealed the 2005 flag - said the club, which boasts a 14-3 record and is one game clear atop the ladder, is on a roll.

"It's been a fantastic start," Barry said.

"They do have a tough back end to the year and play some tough teams like Hawthorn and Collingwood, but it's amazing what a bit of momentum can do for the confidence of the team.

"They've definitely got that at the moment.

"It's a very hard thing to get momentum, but once you've got it, it can flow onto the next performance.

"They're playing extremely well and, if they can keep their full list on the paddock, they should go pretty far into September."

James Dampney covers Sydney AFL news for AFL.com.au. Follow him on Twitter: @AFL_JD