Tag Heuer Becomes The Title Partner Of The Monaco Grand Prix

TAG Heuer imagery on the streets of the Monaco Grand Prix

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TAG Heuer’s dominance of Formula 1 continues with the recent announcement that it is now the “Title Partner” of the Monaco Grand Prix, one of the oldest, most glamorous and storied races on the F1 circuit.

Tag Heuer’s relationship with the Monaco Grand Prix began in 2011 when it served as the “Official Watch” of the race. Now, as title partner, the Swiss watch brand is the top sponsor of the race. It is the first time in the nearly 100-year history of the Monaco Grand Prix that it has a title partner. The race will now be renamed the “Formula 1 TAG Heuer Grand Prix de Monaco.”

This comes on the heels of the October 2024 announcement that French luxury goods company, LVMH, entered into a 10-year sponsorship deal with Formula 1 racing which began this year, dethroning longtime F1 sponsor, Rolex. TAG Heuer, which has a relationship with the Oracle Red Bull Racing Formula One team, is one of the brands under the LVMH umbrella that is expected to benefit the most from the sponsorship. Other LVMH-owned brands who will likely benefit from the global partnership include Louis Vuitton and Moët Hennessy.

TAG Heuer was the “Official Watch” of the Monaco Grand Prix since 2011

TAG Heuer

TAG Heuer, in a statement said the race and watch brand have been connected since 1969 with the TAG Heuer Monaco watch collection and with racers who have been associated with the watch brand that have made the race so famous, from the 1960s to the present day.

TAG Heuer’s History With The Monaco Grand Prix

This included drivers such as Jochen Rindt, Jo Siffert, Niki Lauda and Ronnie Peterson who wore Heuer chronographs around the track. Alain Prost and Ayrton Senna of the 1980s and 1990s who would dominate in Monaco in TAG Heuer sponsored McLaren racing cars. In the late 1990s and 2000s, Mika Häkkinen, David Coulthard, Kimi Räikkönen and Lewis Hamilton all wore TAG Heuer on their wrists as they celebrated Monaco Grand Prix victories. In recent years Daniel Ricciardo, Max Verstappen and Sergio Pérez have won with TAG Heuer’s sponsorship of Oracle Red Bull Racing.

The TAG Heuer yacht, part of the watch brand’s festivities during the Monaco Grand Prix

TAG Heuer

In addition, TAG Heuer has been a partner of the Automobile Club de Monaco since 2011, making the brand present at key moments through the Formula 1 weekend and at the Monaco Historic Grand Prix, a series of automotive races focused on historic motorsport. With this new relationship, TAG Heuer says its brand will be prominent across all assets relating to the race with trackside placements visible for those at the race on the streets of Monaco and on screens around the world. This includes a new logo and the TAG Heuer Monaco clocks that will be displayed throughout the paddock, a new fixture for Formula 1 in 2025.

TAG Heuer in its statement said it will continue with the Monaco Historic Grand Prix as the Official Timekeeper, beginning with the next event in 2026. As a new addition this year, TAG Heuer is also the partner of the Monte-Carlo Historic Rally and this will continue as part of the multi-year deal with the Automobile Club de Monaco.

“Monaco is truly our spiritual home, encapsulated much of what we stand for at TAG Heuer,” Antoine Pin, CEO of TAG Heuer, said in a statement. “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.”

The Monaco Grand Prix will be held May 23 through May 25.

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