Particle.news
Download on the App Store
3 ARTICLES
·
2d 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.

Image
Image
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.