In a historic development for motorsport, TAG Heuer will become the inaugural title partner of the Monaco Grand Prix, marking the first time in nearly a century that the prestigious race will feature a named title sponsor. This partnership, announced today, signifies a deepening relationship between Formula 1 and the luxury watch brand, which has a longstanding association with both the sport and the principality.
Since its inception in 1950, the Monaco Grand Prix has been officially known as the Formula 1 Grand Prix de Monaco. With this new alliance, the 2025 race will be rebranded as the Formula 1 TAG Heuer Grand Prix de Monaco. This change reflects TAG Heuer’s significant role as the Official Timekeeper of Formula 1 and its enduring connection to the Monaco circuit.
TAG Heuer’s ties to Monaco date back to 2011 through its partnership with the Automobile Club de Monaco. Over the years, the brand has been associated with victories by legendary drivers such as Niki Lauda, Ayrton Senna, Lewis Hamilton, and Max Verstappen, all of whom have sported TAG Heuer timepieces. This legacy underscores the brand’s deep-rooted presence in the world of motorsport.
The partnership comes as Formula 1 celebrates its 75th anniversary and embarks on a decade-long collaboration with LVMH, the parent company of TAG Heuer. The Monaco Grand Prix’s current contract extends until 2031, ensuring a sustained period of collaboration between these iconic entities.
Stefano Domenicali, President & CEO of Formula 1, said: “This is a truly fantastic moment in Formula 1 history as TAG Heuer becomes the first-ever Title Partner of the Grand Prix de Monaco, a circuit that featured in the sport’s very first season in 1950, and with which we mark our 75th anniversary this year.”
He emphasized TAG Heuer’s legacy with Monaco and anticipated that the brand would bring passion, creativity, and exceptional style to the event.
Antoine Pin, CEO of TAG Heuer, highlighted the significance of Monaco to the brand, describing it as their “spiritual home.” He remarked, “The spirit of competition, the challenging street course that rewards those who show the greatest mental resilience and physical strength, a place where drivers push themselves to achieve their absolute best.”
Pin expressed honor and delight in renewing the partnership with the Automobile Club de Monaco and extending activities in the Principality.
Maître Michel Boeri, President of the Automobile Club de Monaco, also lauded the partnership, noting nearly 15 years of collaboration with TAG Heuer. He expressed admiration and respect for the watchmaker and reiterated the commitment to continue their successful association.
This year’s event is scheduled to take place from May 23 to 25, promising an event that blends the rich heritage of Formula 1 with the precision and luxury synonymous with TAG Heuer.
Source: TAG Heuer Press Corner