TAG Heuer Named First-Ever Title Partner of Monaco Grand Prix

The iconic Formula 1 race will now be known as the Formula 1 TAG Heuer Grand Prix de Monaco, marking a historic partnership with the Swiss luxury watchmaker.

TAG Heuer has become the first title partner in the nearly 100-year history of the Monaco Grand Prix, renaming the race the Formula 1 TAG Heuer Grand Prix de Monaco.
The partnership is part of a broader 10-year deal between Formula 1 and LVMH, TAG Heuer's parent company, which began in 2024 and replaced Rolex as F1's official timekeeper.
TAG Heuer has a longstanding connection to the Monaco Grand Prix, dating back to 2011 as the official watch of the event and through its iconic Monaco watch collection introduced in 1969.
The deal includes extensive branding, such as a new race logo, trackside placements, and TAG Heuer Monaco clocks prominently displayed in the paddock.
TAG Heuer will also continue its involvement with the Monaco Historic Grand Prix and the Rallye Monte-Carlo Historique as part of its expanded partnership with the Automobile Club de Monaco.