Marking a monumental moment in Monaco Grand Prix’s nearly 100-year storied history, TAG Heuer has been announced as the first official title race sponsor — the race is now the Formula 1 TAG Heuer Grand Prix de Monaco. TAG Heuer also returns as Formula 1’s official timekeeper, as part of its decades-long deal with LVMH Moët Hennessy Louis Vuitton.
The Monaco Grand Prix — which is synonymous with glitz, glamour and glory — is building on the legacy and ties TAG Heuer has to the Principality of Monaco. This year also marks the 75th anniversary of Formula 1; the Swiss watchmaker’s decades of heritage continue its legacy of extraordinary Monaco race moments, Monegasque-inspired watch collections and its larger-than-life personalities.
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“With the incredible racing over the decades, the famous names connected to the event, the glamour of the Principality and, of course, the TAG Heuer Monaco watch that bonds us — it is natural that we should be closely connected to organizations in Monte Carlo,” Nicholas Biebuyck, TAG Heuer’s heritage director, told Fairchild Studio. “For this year, as the first title partner of the Formula 1 Grand Prix de Monaco, it only makes our relationships even closer and confirms our position as the watch brand of the racing in the Principality.”
Biebuyck went on to note that since 2012, the Automobile Club de Monaco and TAG Heuer have been partners with whom they share values. And through the partnership, he said it’s given the brand access to the Grand Prix de Monaco, Grand Prix Historique de Monaco and Rallye Monte-Carlo Historique since 2024 — further deepening the ties between the brand and the sovereign city-state.
While TAG Heuer’s timepieces are made in Switzerland, the company has always had a special connection to Monaco. With Monaco being the “second home” of TAG Heuer, the company said its title sponsorship was a natural progression given its history with Formula 1.
“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,” said Maître Michel Boeri, president of the Automobile Club de Monaco. “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.”
In the early years of the sport, Niki Lauda, Ronnie Pieterson, Jochen Rindt and Jo Siffert emerged as style icons, wearing TAG Heuer on their wrists. Meanwhile, the iconic rivalries saw legends Alain Prost and Ayrton Senna throughout the ’80s and ’90s clashing around the Circuit de Monaco with TAG Heuer’s sponsorship of McLaren. Throughout the ’90s and 2000s, Monaco victors Mika Häkkinen, David Coulthard, Kimi Räikkönen and Lewis Hamilton have all worn TAG Heuer watches while accepting their first-place trophies on the podium.
Most recently, former Oracle Red Bull Racing drivers Daniel Ricciardo and Sergio Pérez and current Red Bull driver, TAG Heuer brand ambassador and two-time Monaco winner Max Verstappen have won against fierce competition.
With this next chapter, the Swiss watch brand will continue its presence in the sport with trackside placement around the streets of Monaco. The brand created a special TAG Heuer logo to celebrate this historic moment in motorsport alongside its new 2025 Monaco watch, displayed throughout the paddock and as the track clock.
“Monaco is truly our spiritual home, encapsulating much of what we stand for at TAG Heuer,” said Antoine Pin, chief executive officer 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.”