F1 News: TAG Heuer Becomes First Title Sponsor of Monaco GP

Following TAG Heuer’s appointment as the official timekeeper for Formula 1, the LVMH-owned brand now also becomes the first race title sponsor in the nearly 100-year history of the Grand Prix de Monaco that has been held since 1929.

Celebrating its 75th year in Formula 1, TAG Heuer’s return as the official timekeeper reinforces its strong connection with the top tier of motor racing and the prestigious Monaco race. The shared story of Monaco and TAG Heuer spans decades, interwoven through motorsport and the famous TAG Monaco collection, making it fitting for the race to now be known as the Formula 1 TAG Heuer Grand Prix de Monaco.

From drivers like Jochen Rindt and Niki Lauda who proudly wore Heuer chronographs to Alain Prost and Aryton Senna in the ’80s and ’90s during their victories, TAG Heuer’s presence on the Côte d’Azur circuit is undeniable. Recent years have additionally seen drivers like Daniel Ricciardo, Max Verstappen, and Sergio Pérez all take the podium at the iconic circuit with the support of the watchmaker.

As part of the multi-year deal with the Automobile Club de Monaco, TAG Heuer is also the partner of the Rallye Monte-Carlo Historique. In an official press release, Antoine Pin, the CEO of the company, expressed his delight in renewing the partnership with the Automobile Club de Monaco, emphasizing the brand’s alignment with the spirit of competition and the challenging street course of Monaco.