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TOPSHOT – Ferrari’s Monegasque driver Charles Leclerc drives during the third practice session of … [+] the Formula One Monaco Grand Prix on May 25 2024 at the Circuit de Monaco, on the eve of the race. (Photo by NICOLAS TUCAT / AFP) (Photo by NICOLAS TUCAT/AFP via Getty Images)
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Formula 1 has announced that luxury Swiss watchmaker TAG Heuer will serve as the title partner for the 2025 Monaco Grand Prix.
This agreement marks a historic milestone for the Principality, as its race will have a title partner for the first time since its debut on the F1 calendar back in 1950.
The event, now officially dubbed the Formula 1 TAG Heuer Grand Prix de Monaco, is set to take place from May 23 to 25.
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.
“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.”
Throughout the race weekend, TAG Heuer will have a prominent presence around the circuit, with significant trackside branding on display.
Further, the famous TAG Heuer Monaco clocks will be displayed across the paddock, following the brand’s appointment as the official timekeeper of F1, replacing Rolex under the recent 10-year global partnership with LVMH.
Antoine Pin, CEO of TAG Heuer, added: “Monaco is truly our spiritual home, encapsulating much of what we stand for at TAG Heuer.
“The spirit of competition, the challenging street course that rewards those who show the greatest mental resilience and physical strength, a place where driver’s 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.”
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TAG Heuer’s History In F1
TAG Heuer has a rich legacy in F1, having been the first luxury brand to place its logo on an F1 car back in 1969 and the first to sponsor a team in 1971.
After a successful partnership with Ferrari that spanned from 1971 to 1979—during which the brand provided timekeeping equipment that saw Scuderia’s drivers sporting Heuer watches—the Swiss watchmaker linked up with McLaren in 1985, a partnership that would go on to become one of the longest in F1 history.
After three decades, this collaboration wrapped up in 2015, leading TAG Heuer to join forces with Red Bull Racing in 2016, a partnership that continues to this day.
On the drivers’ front, Red Bull star Max Verstappen sports Heuer watches, as did seven-time world champion Lewis Hamilton in the past.
French icon Alain Prost also donned TAG Heuer colors during three of his four world championships with McLaren in the late 1980s, while legendary Ayrton Senna, a TAG Heuer ambassador between 1988 and 1993, sported several TAG Heuer models during that time.
Ayrton Senna, McLaren-Honda MP4/5B, Grand Prix of Germany, Hockenheimring, 29 July 1990. Ayrton … [+] Senna wearing his Tag-Heuer watch during the 1990 German Grand Prix. (Photo by Paul-Henri Cahier/Getty Images)
Getty Images
Now, TAG Heuer—under the LVMH umbrella since 1999—makes a return as F1’s official timekeeper for the first time since 2003 and becomes title partner for the Monaco GP.
As part of LVMH’s 10-year global partnership deal, which is estimated to be worth around $1 billion, Louis Vuitton also joins the scenes as an official partner for F1 and the title sponsor of the Australian GP, while luxury champagne brand Moët & Chandon will be making a comeback as the official champagne of F1.
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