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TAG Heuer’s Historic Role as Title Partner of Monaco Grand Prix

In the nearly 100-year history of the Monaco Grand Prix, 2025 will witness the first time the race will have a title partner: TAG Heuer

Por: Rubén Carrillo
TAG HEUER MONACO
This new alliance reinforces the deep connection between TAG Heuer, renowned Swiss watchmaker, and Monaco Grand Prix, one of the most iconic races on the Formula 1 calendar / Photo Courtesy TAG Heuer

For the first time, one of the most  legendary Formula 1 race, Monaco Grand Prix,  will feature a title sponsor, TAG Heuer, further strengthening the brand’s role as the official timekeeper of the championship. 

 

This new alliance reinforces the deep connection between the renowned Swiss watchmaker, the pinnacle of motorsport, and one of the most iconic races on the Formula 1 calendar.

 

TAG Heuer’s Enduring Legacy in Monaco

TAG Heuer’s relationship with Monaco extends far beyond racing; it is also tied to its iconic TAG Heuer Monaco collection. 

 

Monte Carlo is often referred to as the brand’s “spiritual home,” and TAG Heuer has long maintained a strong presence during the Formula 1 weekend in the Principality. 

 

As part of this new partnership, the event will now be officially named the Formula 1 TAG Heuer Monaco Grand Prix.

TAG Heuer has long maintained a strong presence during the Formula 1 weekend in the Principality / Photo TAH Heuer
TAG Heuer has long maintained a strong presence during the Formula 1 weekend in the Principality / Photo TAH Heuer

The watchmaker’s connection to the Monte Carlo circuit dates back decades. 

 

During the 1960s and 1970s, legendary drivers such as Jochen Rindt, Jo Siffert, Niki Lauda, and Ronnie Peterson not only became style icons but also sported Heuer chronographs on the track. 

 

The legacy continued in the 1980s and 1990s with unforgettable rivalries and victories from Alain Prost and Ayrton Senna, both dominating the Monaco Grand Prix behind the wheel of McLaren cars sponsored by TAG Heuer.

 

In the late 1990s and 2000s, champions like Mika Häkkinen, David Coulthard, Kimi Räikkönen, and Lewis Hamilton stood atop the Monaco podium, all wearing TAG Heuer watches. 

 

More recently, drivers such as Daniel Ricciardo, Max Verstappen, and Sergio Pérez have claimed victories with TAG Heuer by their side through the brand’s sponsorship of Oracle Red Bull Racing.

Strengthening Ties with the Automobile Club de Monaco

Since 2011, TAG Heuer has been a partner of the Automobile Club de Monaco, actively participating in both the Formula 1 weekend and the prestigious Monaco Grand Prix Historique. 

 

With this expanded partnership, the brand aims to enhance its presence throughout all race-related activities. 

 

Spectators will see prominent TAG Heuer branding along the streets of Monte Carlo, with global visibility on screens broadcasting the event worldwide.

To commemorate this new collaboration, a special logo has been designed, which will feature in all initiatives involving TAG Heuer. 

 

Additionally, the brand’s iconic Monaco timepieces will be prominently displayed throughout the paddock.

 

Beyond the excitement of Formula 1, TAG Heuer remains committed to the historic side of motorsport, continuing as the official timekeeper of the Monaco Grand Prix Historique, with its next edition scheduled for 2026. 

 

As a new addition this year, TAG Heuer has also become a partner of the Monte Carlo Historic Rally as part of a multi-year agreement with the Automobile Club de Monaco.

TAG Heuer remains committed to the historic side of motorsport, continuing as the official timekeeper of the Monaco Grand Prix Historique / Photo Monaco Grand Prix
TAG Heuer remains committed to the historic side of motorsport, continuing as the official timekeeper of the Monaco Grand Prix Historique / Photo Monaco Grand Prix

A Prestigious Recognition for TAG Heuer

Michel Boeri, President of the Automobile Club de Monaco, expressed his appreciation for the long-standing relationship with TAG Heuer.

 

“It has been a pleasure working with such a prestigious watchmaker for nearly 15 years. Our admiration and respect for TAG Heuer are reaffirmed through this new agreement, allowing us to continue our wonderful partnership” said.

 

Antoine Pin, CEO of TAG Heuer, also highlighted the deep connection between the brand and Monaco: “Monaco is our spiritual home, embodying much of what TAG Heuer represents.”

 

With this historic agreement, TAG Heuer further solidifies its legacy in the world of motorsport, cementing its place at the heart of one of the most prestigious races: the Monaco Grand Prix.

What’s the Monaco Grand Prix?

The Monaco Grand Prix is one of the most prestigious and iconic events in the world of motorsport. 

 

Held annually in the streets of Monte Carlo, Monaco, it is part of the Formula 1 World Championship and has been a staple of the racing calendar since its inception in 1929. 

 

The race is renowned for its unique setting, challenging circuit, and glamorous atmosphere, attracting both motorsport fans and celebrities from around the world. 

 

Unlike traditional race tracks, the Monaco Grand Prix is run on a narrow, winding street circuit that includes sharp corners, elevation changes, and limited overtaking opportunities, making it a true test of driver skill and precision.

TAG Heuer has returned as the official timekeeper of Formula 1 starting in 2025 / Photo TAG Heuer
TAG Heuer has returned as the official timekeeper of Formula 1 starting in 2025 / Photo TAG Heuer

Who are the contenders in Monaco Grand Prix?

he 2025 Monaco Grand Prix is set to be one of the most thrilling races of the Formula 1 season, with a lineup of elite drivers ready to compete on the narrow streets of the principality.

 

Max Verstappen, the reigning world champion, remains the favorite with Red Bull, while Lewis Hamilton, now with Ferrari, aims to return to the top with his new team.

 

Monaco native Charles Leclerc will be determined to finally conquer his home circuit, while Lando Norris and Oscar Piastri from McLaren arrive with high expectations after an impressive 2024 season.

 

George Russell leads Mercedes alongside rookie Andrea Kimi Antonelli, who will make his debut with one of the most prestigious teams on the grid.

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