Monaco GP Gets a Stylish Upgrade with TAG Heuer
TAG Heuer Becomes First-Ever Title Sponsor of the Monaco Grand Prix
Having reclaimed its position as the official timekeeper of Formula 1, Swiss luxury watchmaker TAG Heuer is further cementing its presence in the sport by becoming the title sponsor of one of its most prestigious and storied events — the Monaco Grand Prix.
In a historic first for Formula 1, the legendary race through the streets of Monte Carlo, known since 1950 as the Grand Prix Automobile de Monaco, will now bear the name TAG Heuer Grand Prix de Monaco. This marks a new era for the iconic venue, celebrated for its glamour, heritage, and unparalleled racing drama.
Throughout the Grand Prix weekend, the Principality will be immersed in the TAG Heuer identity — from bespoke branding across the circuit to a dedicated logo created to honor the landmark partnership.
Formula 1 President and CEO Stefano Domenicali highlighted the importance of this milestone:
“This is a defining moment in the history of Formula 1. For the first time, the Monaco Grand Prix an event that hosted the inaugural season of our championship 75 years ago has a title partner. TAG Heuer’s legacy in Monaco and long-standing connection with motorsport make them a natural and ideal collaborator. Their commitment to precision, innovation, and style aligns perfectly with the values of Formula 1. We’re excited to see how this partnership will add new energy and prestige to one of the crown jewels of our sport.”
