TAG Heuer is spreading its presence deep into the sport of Formula 1 by becoming the title partner of the Grand Prix de Monaco. It marks the first time in the nearly 100-year history of the race that it will have a title partner. Trust TAG Heuer to hold this special honour.
The Swiss watch brand has been on a tear with its brand expansion into the world of Formula 1. Not content in just being the official timekeeper of the motorsport series, the brand is also a sponsor of the Red Bull racing team.
Going Racing
In the 75th year of Formula 1, TAG Heuer now further reinforces this incredible connection with the premiere motorsport series and its most famous race. With a shared story interwoven across decades, Monaco and TAG Heuer are connected not only by the world of motorsport, but also the famed TAG Heuer Monaco collection and personalities that have made the race so famous.
Monte-Carlo is referred to as the spiritual home of TAG Heuer. This contemporary story is now defined by the strong presence during F1 weekend, making it only natural for the race to now be known as the Formula 1 TAG Heuer Grand Prix de Monaco.
With this new relationship the story will be further reinforced through increased presence for TAG Heuer at the world-famous race. TAG Heuer’s presence will be seen across all race assets, including significant trackside placements.
“As the watch synonymous with motorsport and the greatest drivers in the history of Formula 1, it is only natural that the Automobile Club de Monaco would choose to be indelibly connected with TAG Heuer,” said Maître Michel Boeri, President of the Automobile Club de Monaco on the ground-breaking partnership.
The Formula 1 TAG Heuer Grand Prix de Monaco takes place from 23-25 May 2025.
