For the first time in its nearly century-long history, the Monaco Grand Prix has secured a title sponsor—prestigious Swiss watchmaker TAG Heuer. The landmark partnership, announced by the Automobile Club de Monaco, marks a new era for the iconic street race, aligning with Formula 1’s evolving commercial landscape under Liberty Media.
TAG Heuer’s name will now be synonymous with the 82nd edition of the Monaco Grand Prix, reinforcing the brand’s deep ties to motorsport. From the golden era of Jochen Rindt and Niki Lauda to modern champions like Max Verstappen, the brand has long been a staple on the wrists of racing’s elite.
Beyond branding, TAG Heuer’s presence will be felt throughout the event, from a dedicated paddock clock to trackside visibility seen by millions worldwide. The collaboration also extends to the Grand Prix de Monaco Historique and Rallye Monte-Carlo Historique, ensuring TAG Heuer’s legacy remains intertwined with Monaco’s rich motorsport heritage.
“This is a historic moment for Formula 1,” said Stefano Domenicali, F1’s President and CEO. “TAG Heuer’s connection with Monaco is undeniable, and this partnership will only enhance the prestige of this legendary race.”
Antoine Pin, TAG Heuer’s CEO, echoed the sentiment: “Monaco embodies everything we stand for—precision, endurance, and a relentless pursuit of excellence. We are honored to expand our partnership with the Automobile Club de Monaco.”
With its timeless association with speed and style, TAG Heuer’s new role cements its status not just as a watchmaker but as an integral part of Formula 1 history.
