TAG Heuer Is the First Title Sponsor of F1’s Monaco Grand Prix
TAG Heuer is celebrating a new milestone.
The Swiss luxury watchmaker, owned by LVMH, has etched its name into history as the first title partner of the Formula 1 Grand Prix de Monaco. This partnership follows the company’s role as the official timekeeper for Formula 1, marking a new chapter for both the 100-year-old motorsport event and the watch brand.
More from Robb Report
This Ferrari Daytona SP3 Is Signed by Charles Leclerc. It Could Be Yours for $5.7 Million.
Gordon Murray Says It's Easier to Win an F1 Championship Than Le Mans-Here's Why
Celebrating its 75th year in Formula 1, TAG Heuer’s continued association with the event highlights its deep-rooted connection to motorsport and the celebrated Monaco race. The brand’s rich history with the Circuit de Monaco is intertwined with its iconic TAG Heuer Monaco watch collection, which has become synonymous with the event. As a result, the race will now officially be known as the Formula 1 TAG Heuer Grand Prix de Monaco.
The luxury watchmaker will be fully integrated into the action throughout the weekend with trackside placements. To mark this historic partnership, a new logo has been designed, which will appear across various platforms where TAG Heuer is showcased. Additionally, the iconic TAG Heuer Monaco clocks will be prominently displayed throughout the paddock, making their debut as a new fixture.
TAG Heuer’s legacy in Monaco spans decades, with renowned drivers like Jochen Rindt, Niki Lauda, Alain Prost, and Ayrton Senna all sporting Heuer chronographs during their victories at the legendary race. In recent years, the brand’s presence has continued, supporting modern-day champions such as Daniel Ricciardo, Max Verstappen, and Sergio Pérez as they celebrated podium finishes on the Côte d’Azur. This multi-year deal also expands TAG Heuer’s involvement with motorsport, as the brand becomes a key partner of the Rallye Monte-Carlo Historique.
“Monaco is truly our spiritual home, encapsulating much of what we stand for at TAG Heuer,” says its CEO, Antoine Pin, in a press statement. “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 honored 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.”
And you can check out all those new track additions for yourself during the F1 race, which takes place from May 22 to 25 this spring.
Sign up for RobbReports's Newsletter. For the latest news, follow us on Facebook, Twitter, and Instagram.
