TAG Heuer Becomes First Title Partner Of The Grand Prix de Monaco

The announcement that TAG Heuer will become the first title partner of the Grand Prix de Monaco strengthens the watchmaker’s legendary presence in motorsport and its deep-rooted connection to the iconic race held in the heart of Monte-Carlo. TAG Heuer and Monaco share a history that transcends racing. The Swiss watch brand has been synonymous with high-performance motorsport timepieces for decades, particularly through its legendary Monaco collection.

With the race weekend being a highlight on the Formula 1 calendar, it was only natural for the Grand Prix de Monaco to now bear the TAG Heuer name. The partnership enhances the brand’s visibility on one of the world’s most famous circuits and further solidifies its position as a dominant force in luxury watchmaking and elite motorsport.

The connection between TAG Heuer and Monaco has been built over decades through legendary drivers and thrilling moments on the track. The brand’s association with racing dates back to the 1960s and 1970s when drivers such as Jochen Rindt, Jo Siffert, Niki Lauda, and Ronnie Peterson sported Heuer chronographs while competing at the highest level.

The legacy continued into the 1980s and 1990s when Formula 1 greats Alain Prost and Ayrton Senna, racing under the TAG Heuer-sponsored McLaren team, battled for supremacy on the streets of Monte-Carlo.

The late 1990s and 2000s saw further victories for TAG Heuer-affiliated drivers such as Mika Häkkinen, David Coulthard, Kimi Räikkönen, and Lewis Hamilton, all of whom celebrated wins at Monaco with the prestigious Swiss brand on their wrists. More recently, modern champions like Daniel Ricciardo, Max Verstappen, and Sergio Pérez have added to this legacy, winning at Monaco with TAG Heuer as a key partner of Oracle Red Bull Racing.

These moments have solidified TAG Heuer’s reputation as the ultimate motorsport timekeeper and cemented its status as a defining brand in Formula 1 history.

TAG Heuer’s involvement with the Automobile Club de Monaco dates back to 2011, during which time the brand has been an integral part of the Grand Prix de Monaco and the prestigious Grand Prix de Monaco Historique.

With this latest agreement, the partnership is elevated to new heights, ensuring increased TAG Heuer branding across all race assets. This includes prime trackside visibility for attendees and millions of viewers worldwide. The enhanced collaboration also introduces an exclusive new logo, symbolizing this landmark moment in motorsport history.

A striking new feature of the 2025 Monaco Grand Prix will be the introduction of iconic TAG Heuer Monaco clocks throughout the paddock, further reinforcing the brand’s heritage and influence. These timepieces will be a permanent fixture during the race weekend, bringing together the precision of TAG Heuer with the excitement of Formula 1.

Additionally, TAG Heuer will continue its role as the Official Timekeeper of the Grand Prix de Monaco Historique, an event dedicated to classic racing cars, with the next edition scheduled for 2026. Expanding its footprint in motorsport, TAG Heuer is also now an official partner of the Rallye Monte-Carlo Historique, ensuring its presence across multiple elite racing events in the Principality.

Michel Boeri, President of the Automobile Club de Monaco, highlighted the significance of this partnership, expressing admiration for TAG Heuer’s contribution to motorsport. He emphasized that the brand’s association with some of the greatest Formula 1 drivers in history made it a natural choice for this historic title partnership.

The respect between both organizations has grown over nearly 15 years of collaboration, leading to this groundbreaking announcement. Antoine Pin, CEO of TAG Heuer, echoed these sentiments, stating that Monaco represents the essence of the brand’s identity.

The challenging street circuit, known for demanding absolute precision and resilience from drivers, embodies the core values of TAG Heuer. By extending its partnership with the Automobile Club de Monaco and becoming the first title partner of the race, TAG Heuer continues to push boundaries in both motorsport and luxury timekeeping.

As the first-ever title partner of the Grand Prix de Monaco, TAG Heuer has once again set a new benchmark in the world of motorsport sponsorships. This collaboration strengthens its already illustrious connection with Formula 1 while celebrating the shared legacy between the prestigious race and the Swiss luxury watchmaker.

With the 2025 Formula 1 season set to feature the newly named Formula 1 TAG Heuer Grand Prix de Monaco, this partnership marks a defining moment in racing history. The Monaco Grand Prix remains the crown jewel of Formula 1, and with TAG Heuer at its heart, the fusion of speed, precision, and luxury has never been more pronounced.