TAG Heuer becomes the first ever title sponsor of the Grand Prix de Monaco
Author: Kantinan Srisan | Photographer: Courtesy of TAG Heuer
Feb 24, 2025
"...When one thinks of the Grand Prix de Monaco, what comes to mind is undoubtedly one of the most challenging circuits in the world of Formula 1, tight corners, steep inclines, and the enduring allure of motorsport. However, this year, it is not just the roar of engines echoing through Monte-Carlo; the name TAG Heuer is about to resonate in the pages of history..."
For the first time in almost 100 years, the race will have an official title sponsor, and TAG Heuer has been granted this prestigious honour on the occasion of Formula 1’s 75th anniversary. This marks not only the brand’s return as the Official Timekeeper but also reinforces its profound and long-standing connection with the world of motorsport, Swiss watchmaking excellence, and one of the most legendary circuits on the F1 calendar.
TAG Heuer’s relationship with Monaco extends far beyond the racetrack. It is a connection that has been forged through time and embodied in the TAG Heuer Monaco, an iconic timepiece with a distinctive identity, much like the race itself. With Monte-Carlo often referred to as the “spiritual home of TAG Heuer,” the brand’s presence throughout the adrenaline-fuelled weekend makes the renaming of the event to Formula 1 TAG Heuer Grand Prix de Monaco a seamless and fitting transformation.
Since 2011, TAG Heuer has maintained a deep-rooted partnership with the Automobile Club de Monaco, playing a pivotal role not only in the Formula 1 race weekend but also in the Grand Prix de Monaco Historique. However, this new milestone sees TAG Heuer evolving beyond sponsorship—becoming an enduring symbol of this legendary race.
As part of this collaboration, TAG Heuer will be ever-present throughout the event, from the specially designed commemorative logo to the TAG Heuer Monaco timepieces installed across the paddock, set to become a defining icon of Formula 1 from 2025 onwards.
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