For the first time in its nearly 100-year history, the Grand Prix de Monaco will have a title partner in 2025, with TAG Heuer proudly holding this prestigious distinction. This landmark moment coincides with the 75th anniversary of Formula 1 and marks TAG Heuer’s return as the Official Timekeeper of the sport, reinforcing the deep-rooted connection between the renowned Swiss watchmaker, the pinnacle of motorsport, and one of the most legendary races on the calendar.
A Timeless Bond
The intertwined histories of TAG Heuer and Monaco span decades, uniting them through motorsport, the iconic TAG Heuer Monaco collection, and the legendary figures who have shaped the race’s legacy. Monte-Carlo has long been considered the spiritual home of TAG Heuer, and its presence during the Formula 1 weekend is unmistakable. The race’s rebranding as the Formula 1 TAG Heuer Grand Prix de Monaco is a natural evolution of this enduring relationship.
A Second Home
While TAG Heuer’s timepieces are crafted in Switzerland, the brand has evolved into a global cultural icon. With boutiques in major cities, high-profile ambassadors, and a presence across various sports, Monaco remains uniquely special to TAG Heuer.
From the 1960s and 1970s, when icons like Jochen Rindt, Jo Siffert, Niki Lauda, and Ronnie Peterson sported Heuer chronographs, to the fierce battles of Alain Prost and Ayrton Senna in the 1980s and 1990s—where Senna dominated Monaco behind the wheel of a TAG Heuer-sponsored McLaren—the brand’s connection to the circuit on the Côte d’Azur is undeniable.
The late 1990s and 2000s saw TAG Heuer on the wrists of Monaco Grand Prix winners Mika Häkkinen, David Coulthard, Kimi Räikkönen, and Lewis Hamilton. More recently, Daniel Ricciardo, Max Verstappen, and Sergio Pérez have triumphed on the streets of Monte Carlo with TAG Heuer’s unwavering support as a key partner of Oracle Red Bull Racing.
Strengthening the Partnership
Since 2011, TAG Heuer has partnered with the Automobile Club de Monaco, playing a vital role throughout the Formula 1 weekend and at the Grand Prix de Monaco Historique. With this expanded partnership, TAG Heuer’s presence will be amplified across all race assets, featuring prominent trackside branding visible to spectators and millions of viewers worldwide.
A special logo has been designed to commemorate this milestone in motorsport history, appearing across all TAG Heuer activations. Additionally, the renowned TAG Heuer Monaco clocks will be a striking new fixture throughout the paddock, underscoring the brand’s role as a central figure in the event.
READ MORE: Moët & Chandon Reclaims its Throne as Formula 1’s Official Champagne
Beyond Formula 1, TAG Heuer will continue as the Official Timekeeper of the Grand Prix de Monaco Historique, with the next edition set for 2026. In an exciting expansion, the brand has also become a partner of the Rallye Monte-Carlo Historique, further cementing its commitment to motorsport as part of a multi-year deal with the Automobile Club de Monaco.
Celebrating the Legacy
“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 Formula 1 history, 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,” added Antoine Pin, CEO of TAG Heuer. “The spirit of competition, the demanding street circuit that rewards mental resilience and physical endurance, and the relentless pursuit of excellence all align with our values. We are honoured to renew our partnership with the Automobile Club de Monaco and to make history as the first-ever title partner of the Grand Prix de Monaco.”
As the 2025 season approaches, the Grand Prix de Monaco enters an exciting new era, with TAG Heuer at the heart of the action, continuing its legacy of precision, performance, and passion for motorsport.
