Having replaced Rolex as Formula One’s official timekeeper ahead of the upcoming 2025 F1 season, TAG Heuer has become the first-ever title partner of the Grand Prix de Monaco.
Official Timekeeper of Formula 1, TAG Heuer, has become the first-ever Title Partner of the Grand Prix de Monaco. Since the first World Championship race in the Principality in 1950, it has simply been known as the Formula 1 Grand Prix de Monaco, but this year it will be renamed as the Formula 1 TAG HEUER Grand Prix de Monaco.
The luxury watch brand will be immersed in the action around the circuit across the weekend, including significant trackside placement visible for those on the streets of Monaco and on screens around the world.
A special logo has been created to celebrate the historic moment, which will be used across various touchpoints where TAG Heuer is present. The iconic TAG Heuer Monaco clocks will also be displayed throughout the paddock, a new fixture for Formula 1 in 2025.
TAG Heuer considers Monaco to be its second home, thanks to a legacy of wins by iconic drivers over the years, from Niki Lauda to Ayrton Senna, Lewis Hamilton and Max Verstappen, all of whom were sporting the brand’s timepieces.
TAG Heuer has also been a partner of the Automobile Club de Monaco since 2011, and involved in previous Grands Prix in Monaco, as well as other motorsport events held at the circuit.
The new Formula 1 and TAG Heuer partnership comes as Formula 1 celebrates its 75th anniversary and begins its 10-year relationship with LVMH and the FORMULA 1 TAG HEUER GRAND PRIX DE MONACO 2025 will take place at the Circuit de Monaco on 23-25 May.
Speaking of the announcement, Formula One’s President and CEO Stefano Domenicali noted: “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.”
Reflecting on the partnership, Antoine Pin, CEO of TAG Heuer, said: “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.”
Commenting on the agreement, Maître Michel Boeri, who works as the President of the Automobile Club de Monaco, said: “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.”
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