For the first time in its illustrious history, the Monaco Grand Prix will have a title sponsor, and the honor goes to TAG Heuer. Formula 1 has announced that the luxury Swiss watchmaker will become the title partner for the 2025 Monaco GP, marking a groundbreaking moment for the most glamorous race on the F1 calendar.
Since its inclusion in Formula 1’s inaugural season in 1950, the Monaco Grand Prix has never shared its iconic name with a commercial brand—until now. The 2025 edition, set to take place from May 23-25, will officially be known as the Formula 1 TAG Heuer Grand Prix De Monaco 2025.
TAG Heuer: A New Era in Monaco’s Legacy
With this deal, TAG Heuer branding will dominate the streets of Monte Carlo, featuring a unique logo created specifically for the partnership. The move is a natural evolution of TAG Heuer’s long-standing ties to motorsport, particularly in Monaco, where the brand has been a partner of the Automobile Club de Monaco since 2011.
This announcement also sees TAG Heuer replace Rolex as Formula 1’s official timekeeper, a shift that further solidifies its deepening relationship with the sport.
Formula 1 CEO Stefano Domenicali hailed the move as a milestone moment for F1 and Monaco alike:
“This is a truly fantastic moment in Formula 1 history as TAG Heuer becomes the first-ever Title Partner of the Grand Prix de Monaco, a circuit that featured in the sport’s very first season in 1950, and with which we mark our 75th anniversary this year.”
TAG Heuer’s Deep Motorsport Roots
TAG Heuer CEO Antoine Pin emphasized how deeply embedded Monaco is in the brand’s DNA, making this partnership an ideal match.
“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 rewards those who show the greatest mental resilience and physical strength, a place where drivers push themselves to achieve their absolute best.”
For nearly 15 years, TAG Heuer has been associated with the Monaco GP, but this move elevates its involvement to an unprecedented level.
Monaco’s Motorsport Heritage Meets TAG Heuer’s Prestige
Maître Michel Boeri, President of the Automobile Club de Monaco, reaffirmed the club’s admiration for TAG Heuer and its role in F1’s history.
“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.”
With this bold new partnership, Monaco’s timeless prestige merges with TAG Heuer’s unparalleled motorsport heritage, creating an exciting new era for Formula 1’s most legendary race.
What This Means for F1 Fans
- Expect TAG Heuer branding across the circuit, paddock, and digital platforms.
- The Monaco GP will enter a commercial era, but its unique character will remain intact.
- With TAG Heuer now F1’s official timekeeper, expect a bigger presence of the brand across the sport.
As F1’s most glamorous and historic event, the Monaco Grand Prix has always been a race like no other. Now, with TAG Heuer stepping in as its first-ever title sponsor, history is being rewritten.
