TAG Heuer unveiled as first-ever title partner for Monaco GP

Formula 1 has announced that TAG Heuer, the luxury Swiss watch brand and Official Timekeeper of Formula 1, will be the title partner of the 2025 Monaco Grand Prix.

The landmark agreement marks the first time in the Principality’s illustrious history that its race – which will be known as the Formula 1 TAG Heuer Grand Prix de Monaco – will carry a commercial title, signaling a new era for one of motorsport’s most prestigious spectacles.

This year, TAG Heuer's presence will be more prominent than ever, largely due to significant trackside branding visible to the thousands lining the narrow streets of Monte Carlo and the millions watching on screens worldwide.

A Partnership of History and Prestige

The move is particularly significant, coinciding with Formula 1’s 75th anniversary and the start of its 10-year partnership with LVMH, TAG Heuer's parent company.

The brand's history with Monaco is extraordinarily rich, a legacy built on the victories of legendary drivers like Niki Lauda, Ayrton Senna, Lewis Hamilton, and Max Verstappen – all champions who wear TAG Heuer timepieces.

For TAG Heuer, Monaco is therefore more than just a race; it's a spiritual home.

The Perfect Partner

“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," says Stefano Domenicali, CEO of Formula 1.

"TAG Heuer is the perfect partner – not only do they already have a brilliant legacy with Monaco, but I know they will bring their passion, creativity, and exceptional style to match the wonderful energy of an already iconic event.”

©Formula1

Antoine Pin, CEO of TAG Heuer, echoed Domenicali’s enthusiasm.

“Monaco is truly our spiritual home, encapsulating much of what we stand for at TAG Heuer,” he stated.

“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, we are honoured and delighted to renew our partnership with the Automobile Club de Monaco and extend our activities in the Principality with TAG Heuer being the first to hold this prestigious title.”

Maître Michel Boeri, President of the Automobile Club de Monaco, emphasized the long-standing relationship between the ACM and TAG Heuer.

“It has been a pleasure to work with such a celebrated watchmaker for nearly 15 years now, and our admiration and respect for TAG Heuer is reiterated through our new agreement to continue our wonderful relationship,” he explained.

“As the watch synonymous with motorsport and the greatest drivers in the history of Formula 1, it is only natural that the Automobile Club de Monaco would choose to be indelibly connected with TAG Heuer.”

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