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TAG Heuer becomes Formula 1 title partner of Monaco Grand Prix
By Shivani Dubey | 13 February 2025 | Design, Motoring, Sport
For the first time in 100 years, the Formula 1 Monaco Grand Prix will have a title partner in the form of luxury watch brand TAG Heuer
For the first time in almost 100 years, Grand Prix de Monaco, AKA the Monaco Grand Prix, will have a title partner in the form of TAG Heuer. The brand is also the official timekeeper of the sport.
Monte-Carlo is also the ‘spiritual home’ of TAG Heuer, so it was only natural for this weekend of the race to be known as the Formula 1 TAG Heuer Grand Prix de Monaco.
This is a particularly poignant moment for F1 and TAG Heuer as beyond just being connected throughout the world of motorsport, they are also tethered to each other through the TAG Heuer Monaco collection — and a rich history that goes way back.
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Drivers like Jochen Rindt, Jo Siffert, Niki Lauda and Ronnie Peterson would always be seen wearing the TAG Heuer chronographs around the track in the 1960s and 70s. Then in the 80s and 90s, Alain Prost and Ayrton Senna would be seen dominating in Monaco at the wheel of TAG Heuer sponsored McLaren.
Then came Mika Häkkinen, David Coulthard, Kimi Räikkönen, and Lewis Hamilton, all winning races with the Swiss brand on their wrist. Today, it is Max Verstappen and Sergio Perez.
TAG Heuer has been a partner of the Automobile Club de Monaco since 2011, present at key moments through the Formula 1 weekend and at the Grand Prix de Monaco Historique. Now, this relationship will be further enhanced by a strong presence of TAG Heuer across all the elements of the race.
A special logo has been designed to celebrate this moment and will be used across all touchpoints where TAG Heuer will be present. Another key element will be the TAG Heuer Monaco clocks that will be displayed throughout the paddock, a new fixture for Formula 1 in 2025.
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Speaking about the partnership, Maître Michel Boeri, president of the Automobile Club de Monaco expressed the brand’s pleasure at having worked with TAG Heuer for 15 years, and continuing their relationship with this new title partnership.
“As the watch synonymous with motorsport and the greatest drivers in the history of Formula 1, it is only natural that the Automobile Club de Monaco would choose to be indelibly connected with TAG Heuer,” he added.
Antoine Pin, CEO of TAG Heuer, echoed those sentiments, adding: “[Monaco represents] 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.”
Images: TAG Heuer