Following TAG Heuer’s appointment as the official timekeeper for Formula 1, the LVMH-owned brand now also becomes the first title partner in the nearly 100-year history of the Grand Prix de Monaco — marking a historic moment for both the race and the renowned Swiss watchmaker.
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 Heuer Monaco collection, making it fitting for the race to now be known as the Formula 1 TAG Heuer Grand Prix de Monaco.
Since the ‘60s and ‘70s, drivers like Jochen Rindt, Jo Siffert, Niki Lauda and Ronnie Peterson wore Heuer chronographs to the victories of Alain Prost and Ayrton Senna in the ’80s and ‘90s, TAG Heuer’s presence on the Côte d’Azur circuit is undeniable. The late ‘90s and 2000s saw further successes with drivers like Mika Häkkinen, David Coulthard, Kimi Räikkönen, and Lewis Hamilton, while recent years have seen Daniel Ricciardo, Max Verstappen, and Sergio Pérez winning with TAG Heuer’s support through Oracle Red Bull Racing.
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 TAG Heuer, 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.
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