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4mo ago

Tag Heuer Drives Sales Surge as Monaco Grand Prix Title Sponsor

LVMH’s decade-long, $1 billion Formula One collaboration boosted Tag Heuer’s visibility, generated double-digit store traffic, attracted celebrity guests to the principality.

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Christian Horner, Team Principal of Oracle Red Bull Racing with Bernard Arnault, CEO of LVMH and his sons Alexandre, Frederic, and Jean.

Overview

  • Tag Heuer marked its return as Formula 1’s official timekeeper and served as title sponsor for the Monaco Grand Prix under its “We Are Back” campaign.
  • Store traffic climbed by double digits since January 2025, with Tag Heuer’s ranking among Swiss watch brands rising from 15th to 11th year-over-year.
  • Production of race-inspired models increased to meet surging demand, led by the Carrera and Monaco lines.
  • A trio of limited-edition Monaco timepieces released for the 82nd Grand Prix drew collectors to exclusive viewings and underscored the model’s enduring appeal.
  • The partnership builds on LVMH’s broader sports strategy, which includes collaborations at the Paris Olympics, America’s Cup and other global events to engage new audiences.