TAG Heuer Makes History as First Title Partner of Monaco Grand Prix
A LANDMARK MOMENT!
PRESS RELEASE | 670 words | 6 min read
12th February, 2025: In a landmark moment for both the most glamorous race on the Formula 1 calendar and the watchmaker synonymous with the Principality, TAG Heuer has become the first title partner in the nearly 100-year history of the Grand Prix de Monaco. This historic announcement coincides with the 75th year of Formula 1 and TAG Heuer's return as Official Timekeeper, further solidifying the deep connection between the Swiss watchmaker, motorsport's pinnacle, and one of its most iconic races.
Image courtesy: Tag Heuer
A Shared Legacy
Monaco and TAG Heuer share a rich history intertwined not only with the world of motorsport but also with the famed TAG Heuer Monaco collection and the legendary personalities who have shaped the race's legacy.
Monte-Carlo holds a special place as the spiritual home of TAG Heuer, and its prominence during F1 weekend makes the newly christened Formula 1 TAG Heuer Grand Prix de Monaco a natural evolution of this enduring partnership.
A Second Home in Monaco
While TAG Heuer's timepieces are crafted in Switzerland, the brand has become a global cultural force. With boutiques worldwide, ambassadors gracing ad campaigns in every major city, and a presence across various sports, TAG Heuer maintains a unique connection with Monaco.
From the era of style icons like Jochen Rindt, Jo Siffert, Niki Lauda, and Ronnie Peterson in the 1960s and 70s, who sported Heuer chronographs on the track, to the legendary rivalries and victories of Alain Prost and Ayrton Senna in the 1980s and 90s, who dominated Monaco in TAG Heuer-sponsored McLarens, the brand's association with the Circuit de Monaco is undeniable.
The late 1990s and 2000s saw Mika Häkkinen, David Coulthard, Kimi Räikkönen, and Lewis Hamilton triumph on the streets of Monaco, all with TAG Heuer on their wrists. More recently, Daniel Ricciardo, Max Verstappen, and Sergio Pérez have achieved victory with TAG Heuer alongside them through the sponsorship of Oracle Red Bull Racing.
Elevating the Partnership
TAG Heuer's partnership with the Automobile Club de Monaco (ACM) dates back to 2011, with a strong presence during the Formula 1 weekend and the Grand Prix de Monaco Historique. This new title partnership will amplify TAG Heuer's presence across all race-related assets, including prominent trackside placement visible to attendees and viewers worldwide.
A special logo has been designed to commemorate this historic moment and will be featured across all TAG Heuer touchpoints. Iconic TAG Heuer Monaco clocks will also become a new fixture in the Formula 1 paddock in 2025.
Beyond Formula 1, TAG Heuer will continue its involvement with the Grand Prix de Monaco Historique as Official Timekeeper, with the next event in 2026. Furthermore, TAG Heuer's partnership with the Rallye Monte-Carlo Historique, initiated this year, will continue as part of the multi-year agreement with the ACM.
"It has been a pleasure to work with such a celebrated watchmaker for nearly 15 years now, and our admiration and respect for TAG Heuer is reiterated through our new agreement to continue our wonderful relationship. 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.
“Monaco is truly our spiritual home, encapsulating much of what we stand for at TAG Heuer,” said Antoine Pin, CEO of 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 drivers 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.”
For more information, please visit tagheuer.com