Formula 1 has recently announced a groundbreaking partnership with the luxury Swiss watchmaker TAG Heuer, establishing the brand as the title partner for the 2025 Monaco Grand Prix. This marks a historic milestone, as it is the first time since the race's inception in 1929— and its presence on the Formula 1 calendar since 1950—that the Monaco Grand Prix will carry the name of a title sponsor. The event, now officially dubbed the Formula 1 TAG Heuer Grand Prix de Monaco, is set to take place from May 23 to May 25, 2025.
Stefano Domenicali, president and CEO of Formula 1, expressed enthusiasm about this partnership, saying, “This is a truly fantastic moment in Formula One history as TAG Heuer becomes the first-ever Title Partner of the Grand Prix de Monaco, a circuit featured in the sport’s very first season in 1950, and with which we mark our 75th anniversary this year.” He added, “TAG Heuer is the perfect partner – not only do they already have a brilliant legacy with Monaco, but I know they will bring their passion, creativity, and exceptional style to match the wonderful energy of an already iconic event.”
The Monaco Grand Prix enjoys storied prestige and is renowned for its scenic views, challenging street course, and the glamor surrounding it. TAG Heuer has maintained its brand presence at the Principality since 2011 and is thrilled about the new title partnership. Antoine Pin, CEO of TAG Heuer, remarked, “Monaco is truly our spirit home, encapsulating much of what we stand for at TAG Heuer. The spirit of competition, the challenging street course... we are honored and delighted to renew our partnership with the Automobile Club de Monaco and extend our activities in the Principality with TAG Heuer being the first to hold this prestigious title.”
Throughout the race weekend, TAG Heuer will enjoy significant visibility, including extensive trackside branding. The famous TAG Heuer Monaco clocks will be displayed prominently across the paddock, enhancing the racing environment and reintroducing TAG Heuer clocks as part of Formula One’s ambiance after they were last associated with the sport as official timekeeper back in 2003. This new title partnership coincides with TAG Heuer replacing Rolex under the umbrella of LVMH's ten-year global partnership with Formula 1.
The shift indicates the increasing commercialization of Formula 1 as it aligns itself with luxury brands like TAG Heuer and broadens its market reach. This partnership follows the Automobile Club de Monaco’s decision to extend its contract with Formula 1 until 2031, reflecting their intention for closer collaboration. The agreement provides TAG Heuer with the opportunity to tap deeply back through its roots with the famous race.
Michel Boeri, President of the Automobile Club de Monaco, shared sentiment about this development: “We have had the pleasure of working with the famous watchmaker for almost 15 years... our admiration and respect for TAG Heuer is reflected in our new agreement to continue our wonderful relationship.”
TAG Heuer’s history with Formula 1 dates back to its first logo placement on an F1 car back in 1969 and becoming the first luxury brand to formally sponsor a team, with Scuderia Ferrari between 1971 and 1979. The Swiss brand has also enjoyed fruitful partnerships with McLaren and Red Bull Racing, showcasing its deep-rooted involvement within the sport, with prominent drivers like Max Verstappen now representing Heuer watches.
With the upcoming 2025 title-sponsored Monaco Grand Prix, TAG Heuer aims to recapture its coveted identity within Formula 1, and racing enthusiasts are eagerly anticipating the spectacle promised by this magnificent collaboration. This event marks not just the melding of luxury and motorsport but also highlights the significant shifts the sport is undergoing as it moves to adapt and thrive within today's commercial environment.