The Grand Prix de Monaco 2025 will have a title partner in Swiss luxury watchmaker, TAG Heuer, making it the first time that the iconic race has a title sponsor.
In the 75th year of Formula One, and as TAG Heuer returns as Official Timekeeper for the sport, it further reinforces the incredible connection between the famed Swiss watchmaker, the top-tier of motor racing and one of the most famous races on the calendar.
With a shared story interwoven across decades, Monaco and TAG Heuer are connected not only by the world of motorsport, but also the famed TAG Heuer Monaco collection and personalities that have made the race so famous. Monte Carlo is referred to as the spiritual home of TAG Heuer, and the contemporary story is defined by the strong presence during F1 weekend, making it only natural for the race to now be known as the Formula One TAG Heuer Grand Prix de Monaco.
A Second Home
While the traditional watches of TAG Heuer are made in Switzerland, the company has become a cultural force taking on a global identity. With boutiques located around the world, ambassadors and advertising campaigns that can be seen in every city, and the presence in different sports across continents, there is only one place that the brand has a special connection to: Monaco.
Since the presence of drivers such as Jochen Rindt, Jo Siffert, Niki Lauda and Ronnie Peterson in the1960s and ’70s, who would become style icons and wore Heuer chronographs around the track, to the incredible rivalries and victories of Alain Prost and Ayrton Senna of the 1980s and ’90s who would dominate in Monaco at the wheel of TAG Heuer-sponsored McLarens, TAG Heuer’s connection to the circuit on the Côte d’Azur is undeniable.
The late 1990s and 2000s would see Mika Häkkinen, David Coulthard, Kimi Räikkönen, and Lewis Hamilton victorious on the streets of Monaco, all with TAG Heuers on their wrists as they took the top step of the podium. In recent years, Daniel Ricciardo, Max Verstappen and Sergio Pérez have won against strong competition with TAG Heuer alongside them through the sponsorship of Oracle Red Bull Racing.
Elevating a Partnership
TAG Heuer has been a partner of the Automobile Club de Monaco since 2011, present at key moments through the Formula One weekend and at the Grand Prix de Monaco Historique. With this new relationship, the story will be further reinforced through an increased presence for TAG Heuer across all assets relating to the race, including significant trackside placement visible for those at the race on the streets of Monaco and on screens around the world.
A special logo has been created to celebrate this key moment in motorsport history and will be used across all touchpoints where TAG Heuer will be present. Another key element will be the iconic TAG Heuer Monaco clocks that will be displayed throughout the paddock, a new fixture for Formula One in 2025.
Beyond the Formula One race, TAG Heuer is excited to be continuing its connection to the Grand Prix de Monaco Historique as Official Timekeeper, with the next event taking place in 2026. As a new addition this year, TAG Heuer is also the partner of the Rallye Monte-Carlo Historique and this will continue as part of the multi-year deal with the Automobile Club de Monaco.
“It has been a pleasure to work with such a celebrated watchmaker for nearly 15 years now, and our admiration and respect for TAG Heuer is reiterated through our new agreement to continue our wonderful relationship,” said Maître Michel Boeri, President of the Automobile Club de Monaco.
“As the watch synonymous with motorsport and the greatest drivers in the history of Formula One, it is only natural that the Automobile Club de Monaco would choose to be indelibly connected with TAG Heuer.”
Antoine Pin, CEO of TAG Heuer, added: “Monaco is truly our spiritual home, encapsulating much of what we stand for at TAG Heuer.
“The spirit of competition, the challenging street course that rewards those who show the greatest mental resilience and physical strength, a place where drivers push themselves to achieve their absolute best, we are honoured 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.”
For more information, please visit www.tagheuer.com or www.acm.mc/en.