TAG Heuer becomes Monaco GP Title Partner for 2025—yes, you read that correctly. For the first time in the nearly 100-year history of the Grand Prix de Monaco, the prestigious race will embrace a title sponsor, and the honour goes to none other than the legendary Swiss watchmaker, TAG Heuer.
It all unfolds during Formula 1’s 75th year, making for a perfect moment to celebrate TAG Heuer’s return as Official Timekeeper and its enduring love affair with motorsport’s most glamorous event.
A Glimpse into Racing History
Monaco and TAG Heuer are bound by a shared saga that spans decades. Their story isn’t just about synchronized watches and swift cars—it’s a tale of bold innovation and larger-than-life personalities.
Many remember how, in the 1960s and 1970s, the likes of Jochen Rindt, Jo Siffert, Niki Lauda, and Ronnie Peterson wore Heuer chronographs around the circuit as they carved their names into racing folklore.
By the 1980s and ’90s, Alain Prost and Ayrton Senna (both racing under the TAG Heuer-sponsored McLaren banner) had turned these streets into their personal showcase of speed and style.
That era’s baton was handed over to Mika Häkkinen, David Coulthard, Kimi Räikkönen, and Lewis Hamilton.
Each claimed victory in Monaco with a TAG Heuer on the wrist, right before popping the champagne atop the podium. More recently, Daniel Ricciardo, Max Verstappen, and Sergio Pérez have all won the Principality’s crown, underscoring the watchmaker’s steadfast presence alongside Oracle Red Bull Racing.
If Monaco is motorsport’s most iconic stage, then TAG Heuer has long played an indispensable supporting role.
Monaco: A Second Home
Though TAG Heuer’s timepieces are born in Switzerland, the brand’s spirit roams the globe. With its boutiques, renowned ambassadors, and collaborations across sports and continents, it’s easy to spot a TAG Heuer presence just about anywhere.
But mention Monaco, and you’ll find a special spark. The bustling paddocks and harbour-filled skyline have become a second home for TAG Heuer, forever linked by the brand’s famed Monaco collection and a dedication to performance under pressure.
In 2025, that connection reaches new heights when this legendary track transforms into the Formula 1 TAG Heuer Grand Prix de Monaco.
It’s a fitting title for the storied circuit that’s seen generations of champions barrel through its narrow streets—each testing the outer limits of skill and nerve.
Making It Official
TAG Heuer has partnered with the Automobile Club de Monaco since 2011, embracing every pulse-quickening moment of the Formula 1 weekend and the Grand Prix de Monaco Historique.
Now, TAG Heuer has become Monaco GP Title Partner on a grander scale, with even more presence in trackside branding and a special event logo that will appear anywhere the race is broadcast or celebrated. In the paddock, new TAG Heuer Monaco clocks will keep time for teams and drivers, marking a thrilling visual reminder of this historic collaboration.
It doesn’t end with Formula 1. TAG Heuer will continue its role as Official Timekeeper for the Grand Prix de Monaco Historique in 2026, reinforcing a legacy of precise timing and passion for classic cars.
The brand has also joined forces with the Rallye Monte-Carlo Historique, rounding out its partnership with the Automobile Club de Monaco in a multi-year agreement that spans various disciplines of motorsport.
Sealing the Deal
“It has been a pleasure to work with such a celebrated watchmaker for nearly 15 years now,” says Maître Michel Boeri, President of the Automobile Club de Monaco.
“As the watch synonymous with motorsport and some of the greatest drivers in Formula 1 history, 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, shares that excitement. “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 demands absolute focus and resilience, a place where drivers push themselves to their limits—we are honoured and delighted to renew our partnership with the Automobile Club de Monaco, becoming the first to hold this prestigious title.”
With that, a new chapter in motorsport unfolds. It’s not just about a name change—it’s a tribute to nearly a century of racing heritage, crowned by an iconic Swiss watchmaker that’s always been part of Monaco’s heartbeat.
Here’s to 2025 and beyond, when time, speed, and tradition align for a spectacle that no racing fan will want to miss.