TAG Heuer will also sponsor the Monaco Grand Prix
TAG Heuer becomes the first title sponsor added to the name of the most well-known F1 Grand Prix, the Monaco Grand Prix. The famous race will now be called: The TAG Heuer Formula 1 Grand Prix de Monaco.
To mark its 75th anniversary and embark on a decade-long collaboration with LVMH, Formula 1 signs a unique partnership with TAG Heuer, which not only replaces Rolex in the F1 paddocks but also becomes the first title partner of the Monaco Grand Prix. This iconic circuit, which hosted the F1 debut in 1950, is also celebrating its 75th anniversary this year.
The Monaco Grand Prix must find funding
If the Monaco Grand Prix, organized in the principality by the ACM, seems to be an essential part of the Formula 1 calendar, Stefano Domenicali has repeatedly put pressure on the organizers, explaining that no Grand Prix on the calendar is indispensable. While countries like Qatar, Abu Dhabi, and now the United States are ready to pay dearly for their entry ticket into the increasingly followed and marketed F1 world championship calendar, the principality has limited itself to its rank as a historic and legitimate race.
To meet the increasing demands of Formula 1, Monaco must also find ways to finance itself and counterbalance the offers from competing countries. Including a name in its Grand Prix title is not happening by chance today.
Stefano Domenicali, CEO of Formula 1, emphasizes the importance of this moment: « We are experiencing an exceptional moment in the history of Formula 1, as TAG Heuer becomes the first title partner of the Monaco Grand Prix, a circuit that marked the beginnings of this sport in 1950 and with which we commemorate our 75th anniversary this year. »
Antoine Pin, CEO of TAG Heuer, shares this enthusiasm: « Monaco is truly our spiritual home, embodying much of what we stand for at TAG Heuer. The spirit of competition, the demanding urban course that rewards those who demonstrate the greatest mental resilience and physical strength, a place where drivers push their limits to give their best: we are honored and delighted to renew our partnership with the Automobile Club de Monaco and expand our activities in the Principality, with TAG Heuer being the first to hold this prestigious title. »
Partner of F1 through LVMH
Already the official timekeeper of F1 and collaborator with the Automobile Club de Monaco since 2011, as well as a participant in other motorsport events in the principality, TAG Heuer will be omnipresent during the Grand Prix. The high-end watch brand will be visible on the circuit, trackside, in the streets of Monaco, and on screens worldwide throughout the weekend.
A special logo has been created to celebrate this historic partnership and will be featured across all TAG Heuer platforms. Additionally, the iconic TAG Heuer Monaco watches will be showcased throughout the paddock, a first for Formula 1 in 2025. This partnership is part of the rich history linking TAG Heuer to Monaco and F1, with legendary drivers such as Niki Lauda, Ayrton Senna, Lewis Hamilton, and Max Verstappen, all ambassadors of the Swiss brand.
