The history and legacy of the luxury brand and the Monaco Grand Prix come together in the agreement between Formula 1 and TAG Heuer.
A long-time presence in the Formula 1 paddock and on the wrists of legendary drivers such as Niki Lauda, Ayrton Senna, Lewis Hamilton, and Max Verstappen, TAG Heuer further strengthens its bond with the sport. The luxury watch brand returns as the Official Timekeeper of Formula 1 race weekends while also becoming the Title Partner of the Monaco Grand Prix.
One of the most iconic and legendary races on the calendar will now take on a new name: Formula 1 TAG Heuer Grand Prix de Monaco. This change aligns Monaco with other races that have incorporated their respective partners into their titles. Examples include Lenovo with the Japanese and Hungarian Grands Prix, Heineken with the Dutch and Las Vegas Grands Prix, and most recently, Louis Vuitton, which became part of the Australian Grand Prix’s title.
For TAG Heuer, Monaco is a second home—as the brand itself defines it. Already a partner of the Automobile Club de Monaco, this latest collaboration with Formula 1 marks a historic milestone for the prestigious race, which welcomes a Title Partner for the first time in its long history. During the Monaco Grand Prix weekend, TAG Heuer’s famous timepieces will be showcased throughout the paddock, ensuring a strong presence for both fans at the circuit and global audiences.
Official Statements from Stefano Domenicali and Antoine Pin, CEO of TAG Heuer
Regarding this new partnership—celebrated with a dedicated logo— Stefano Domenicali, President & CEO of Formula 1, stated:“This is a truly extraordinary moment in Formula 1 history, as TAG Heuer becomes the first-ever Title Partner of the Grand Prix de Monaco. The circuit has been part of the championship since the very first season in 1950, and this year, we celebrate our 75th anniversary. TAG Heuer is the perfect partner—not only do they have a brilliant legacy with Monaco, but I am confident they will bring their passion, creativity, and exceptional style to enhance the unique energy of this iconic event.”
Antoine Pin, CEO of TAG Heuer, added: “Monaco is truly our spiritual home, embodying many of TAG Heuer’s core values. The spirit of competition, the challenging street circuit that rewards those with the greatest mental resilience and physical strength, and a place where drivers push themselves to the absolute limit—this is what we stand for. We are honored and delighted to renew our partnership with the Automobile Club de Monaco and expand our presence in the Principality, becoming the first to hold this prestigious title .”
Photo: Formula 1, Automobile Club de Monaco.