TAG Heuer Becomes First Title Partner of Monaco GP

By Superwatchman
Feb 14, 2025

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For the first time in the nearly 100-year history of the Grand Prix de Monaco, 2025 will witness the first time the race will have a title partner, with TAG Heuer proud to hold this special honour. In the 75th year of Formula 1, 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 1 TAG Heuer Grand Prix de Monaco.

With this new relationship the story will be further reinforced through 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.

 

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“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. 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.”, Maître Michel Boeri, President of the Automobile Club de Monaco.

“Monaco is truly our spiritual home, encapsulated much of what we stand for at TAG Heuer” said Antoine Pin, CEO of 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.”


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