For the first time in its storied history, the Monaco Grand Prix is getting a title partner. Luxury watchmaker TAG Heuer has secured naming rights to the iconic event, which will now be officially known as the Formula 1 TAG Heuer Grand Prix de Monaco 2025.
Since the very first Formula 1 race in the Principality in 1950, the event has simply been known as the Grand Prix de Monaco, or the Monaco Grand Prix in English, making this a significant change in its legacy. The partnership between TAG Heuer and Formula 1, announced ahead of the sport’s 75th anniversary, marks a new chapter for one of the most prestigious races on the calendar.
Throughout the 23rd-25th May 2025 race weekend, TAG Heuer’s presence will be unmistakable. Trackside branding, exclusive activations, and the introduction of the iconic TAG Heuer Monaco clocks in the paddock will immerse the brand in the heart of the action. A special commemorative logo has also been designed to mark the occasion, ensuring TAG Heuer’s connection with the event is visible on screens around the world.
TAG Heuer has a longstanding history with the Monaco Grand Prix, having been a partner of the Automobile Club de Monaco since 2011, and its watches have adorned the wrists of some of Formula 1’s greatest champions, including Niki Lauda, Ayrton Senna, Lewis Hamilton, and Max Verstappen. The Principality has long been considered a second home for the brand, and this latest collaboration is seen as a solidification of that bond.
“Monaco is truly our spiritual home, encapsulating much of what we stand for at TAG Heuer,” said TAG Heuer CEO Antoine Pin in a statement. “The spirit of competition, the challenging street course that rewards those who show the greatest mental resilience and physical strength, a place where driver’s 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.”
The new partnership marks the beginning of TAG Heuer’s 10-year collaboration with LVMH, its parent company, which aims to strengthen the brand’s presence in global motorsport and luxury events.
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See also:
Monaco Grand Prix guaranteed to stay on F1 calendar until 2031
Photo source/credit: Ferrari Media Centre