For the first time in almost a century, the Monaco Grand Prix has a title partner—TAG Heuer. You heard that right! This legendary race now carries the name of the iconic Swiss watch brand , marking a historic moment for both Formula 1 and TAG Heuer. It’s the perfect match of speed, precision and history!
Stefano Domenicali, president and CEO of F1, 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.”
A Timeless Bond
TAG Heuer and Monaco? It’s a bond that goes beyond the name. Built on speed, precision and a shared love for racing, Formula 1 is now celebrating its 75th year of this partnership with TAG Heuer.
Talking about Monte-Carlo, it is practically TAG Heuer’s second home, thanks to its longstanding partnership that keeps the brand right at the heart of Formula 1. Looking back at the ‘60s and ‘70s, we saw legends like Jochen Rindt, Jo Siffert and Niki Lauda who sported TAG Heuer while dominating the tracks. Fast forward to today, the tradition lives on with racing stars like Max Verstappen and Sergio Pérez.
Some things change but TAG Heuer’s legacy in Monaco? That’s only getting stronger!
A Legacy Of Champions!
Talking about legacy, the streets of Monaco have witnessed some of the most exciting moments of Formula 1 with Tag Heuer. The brand’s roots takes it back to racing legends like Ayrton Senna, Alain Prost, Mika Häkkinen, Lewis Hamilton and more. TAG Heuer’s close ties to the race, especially with Oracle Red Bull Racing, marks this 75th anniversary a great milestone in their long history together.
An Everlasting Partnership
It all began in 2011 when TAG Heuer teamed up with the Automobile Club de Monaco. Since then, the bond has only gotten stronger. Now, with this new title sponsorship, TAG Heuer’s presence at the Grand Prix de Monaco is bigger than ever!
From trackside branding to TAG Heuer Monaco clocks around the paddock, the brand will play a key part for the weekend's excitement. To mark this milestone, a special logo will celebrate TAG Heuer’s deep-rooted connection to the race’s glamour.
But that’s just the beginning. TAG Heuer will continue as the Official Timekeeper for the Grand Prix de Monaco Historique, with the next edition set for 2026. On top of that, the brand will also be part of the Rallye Monte-Carlo Historique, marking its place in the world of motorsport’s most iconic events!
Words From The Leaders
Maître Michel Boeri, President of the Automobile Club de Monaco, expressed, “Our admiration and respect for TAG Heuer is expressed through this new agreement; it is only natural for the Automobile Club de Monaco to strengthen its bond with TAG Heuer.”
Antoine Pin, CEO of TAG Heuer, said it the best, “We are honoured to be the first brand to hold this prestigious title and look forward to a thrilling future with the Grand Prix de Monaco.”
Tag Heuer’s Next Chapter
With this partnership, TAG Heuer is bringing the worlds of high-speed racing and luxury watchmaking even closer. The Monaco Grand Prix has always been about precision, skill and nerves of steel, just like TAG Heuer’s commitment to innovation and excellence.
As the Formula 1 TAG Heuer Grand Prix de Monaco debuts in 2025, fans can expect an even more thrilling experience where the legacy of racing and timekeeping come together in style.
