TAG Heuer Becomes the Title Partner of the Grand Prix de Monaco

For the first time in its nearly 100-year history, the Grand Prix de Monaco will have a title partner, with TAG Heuer proudly holding this prestigious honour in 2025.

This milestone comes during Formula 1’s 75th anniversary and marks TAG Heuer’s return as the sport’s Official Timekeeper, further cementing the deep-rooted connection between the iconic Swiss watchmaker, elite motorsport, and one of the most legendary races on the calendar.

TAG Heuer and Monaco share a history woven through decades of motorsport excellence, the renowned TAG Heuer Monaco timepiece collection, and the legendary figures who have defined this race.

"Monaco is truly our spiritual home and embodies much of what we stand for at TAG Heuer. The spirit of competition, the challenging street circuit that rewards mental resilience and physical strength, and a place where drivers push their limits to achieve greatness—this partnership is a natural fit. We are honored and thrilled to be the first brand to hold this prestigious title and look forward to an exciting new chapter in our longstanding relationship with the Automobile Club de Monaco." - Antoine Pin, CEO of TAG Heuer

Monte-Carlo has long been considered TAG Heuer’s spiritual home, and with its strong presence during the F1 weekend, it is only fitting that the race will now be known as the Formula 1 TAG Heuer Grand Prix de Monaco.

While TAG Heuer is known for its Swiss craftsmanship, the brand’s influence extends far beyond, with a global presence in luxury, sports, and culture. Yet, no location holds a more special connection than Monaco. From the golden era of racing with icons like Jochen Rindt, Jo Siffert, Niki Lauda, and Ronnie Peterson in the 1960s and 1970s to the unforgettable rivalries of Alain Prost and Ayrton Senna in the 1980s and 1990s, TAG Heuer has been a defining presence on the circuit.

In more recent years, champions such as Mika Häkkinen, David Coulthard, Kimi Räikkönen, Lewis Hamilton, Daniel Ricciardo, Max Verstappen, and Sergio Pérez have all celebrated Monaco victories with TAG Heuer by their side.

A partner of the Automobile Club de Monaco since 2011, TAG Heuer has been a key part of the Grand Prix de Monaco Historique and the F1 race weekend. This new title partnership further strengthens the bond, bringing enhanced TAG Heuer branding across the event, including prominent trackside visibility for fans in Monaco and viewers worldwide.

A special logo has been created to commemorate this moment in motorsport history, and the legendary TAG Heuer Monaco clocks will now be a permanent fixture throughout the paddock, an exciting first for Formula 1 in 2025.

Beyond Formula 1, TAG Heuer is also reaffirming its commitment to classic motorsport, continuing as the Official Timekeeper of the Grand Prix de Monaco Historique in 2026 and expanding its role as a partner of the Rallye Monte-Carlo Historique as part of a multi-year agreement with the Automobile Club de Monaco.

"It has been a pleasure to work with such a celebrated watchmaker for nearly 15 years, and our admiration and respect for TAG Heuer are reinforced through this new agreement. As the watch synonymous with motorsport and the greatest drivers in Formula 1 history, it is only natural that the Automobile Club de Monaco would choose to be indelibly connected with TAG Heuer." - Maître Michel Boeri, President of the Automobile Club de Monaco.

With this landmark partnership, TAG Heuer continues to solidify its legacy in motorsport, bringing precision, heritage, and passion to one of the most thrilling races in the world.