Monaco GP Gets First-Ever Title Sponsor: TAG Heuer

TAG Heuer makes history as Monaco GP’s first title sponsor, marking a new era for the legendary race alongside the unveiling of its 82nd edition poster.

For the first time in its history, dating back to 1929, the Monaco Grand Prix now has a title sponsor: the watchmaking group TAG Heuer, the official timekeeper of the Formula 1 World Championship.

This is one of the consequences of the new contract sought by FOM for Monaco and its Grand Prix: greater commercial openness but also a higher hosting fee to be paid to the sport each year.

However, the chosen title sponsor is a prestigious one for the Automobile Club de Monaco, which has unveiled the official poster for the 82nd edition of its flagship event (see below).

As the Formula 1 World Championship celebrates its 75th anniversary this year, TAG Heuer further strengthens the incredible bond between motorsport and one of the most iconic races on the calendar. With a shared history built over decades, Monaco and TAG Heuer are connected not only through motorsport but also through the company’s heritage.

Monaco, a Second Home for TAG Heuer

While TAG Heuer’s traditional watches are manufactured in Switzerland, the company has evolved into a cultural force with a global identity. With boutiques worldwide, ambassadors and advertising campaigns in major cities, and a presence across various sports on all continents, there is one place to which the brand holds a truly special connection: the Principality of Monaco.

Legendary Moments in Motorsport

Some of the greatest stories in the sport have been written on the streets of Monaco: from the exploits of drivers like Jochen Rindt, Jo Siffert, Niki Lauda, and Ronnie Peterson in the 1960s and 70s—who became style icons and wore Heuer chronographs on the track—to the legendary rivalries and victories of Alain Prost and Ayrton Senna in the 1980s, dominating Monaco behind the wheel of McLarens sponsored by TAG Heuer.

In the late 1990s and 2000s, Mika Häkkinen, David Coulthard, Kimi Räikkönen, and Lewis Hamilton all triumphed on the streets of the Principality, each wearing a TAG Heuer watch as they stood atop the podium. In recent years, Daniel Ricciardo, Max Verstappen, and Sergio Pérez have also claimed victory in Monaco driving for Red Bull Racing, once again with TAG Heuer on their wrists.

Strengthening a Partnership

TAG Heuer has been a partner of the Automobile Club de Monaco since 2011, supporting both the Formula 1 Monaco Grand Prix and the Monaco Historic Grand Prix. This new chapter in their longstanding history will see TAG Heuer’s presence further amplified across all race-related platforms, including prominent trackside branding—visible both in the streets of Monaco and on screens worldwide. A key feature will be the iconic TAG Heuer Monaco clock displayed in the paddock. A special logo has also been created to mark this milestone in motorsport history and appears on the official poster for the 82nd edition.

Beyond its presence in Formula 1, TAG Heuer is proud to continue its role as the Official Timekeeper of the Monaco Historic Grand Prix, with the next edition set for 2026. This year, TAG Heuer is also a partner of the Rallye Monte-Carlo Historique as part of a multi-year agreement.

Stefano Domenicali, President and CEO of Formula 1, stated:

“This is a truly fantastic moment in the history of Formula 1 as TAG Heuer becomes the very first Title Partner of the Monaco Grand Prix, a circuit that hosted the sport’s inaugural season in 1950 and with which we celebrate our 75th anniversary this year.”

“TAG Heuer is the perfect partner. Not only do they already have a brilliant legacy with Monaco, but I know they will bring their passion, creativity, and exceptional style to match the incredible energy of an already iconic event.”

Antoine Pin, CEO of TAG Heuer, added:

“Monaco is truly our spiritual home, embodying so much of what we stand for at TAG Heuer.”

“The spirit of competition, the demanding urban circuit that rewards those with the greatest mental resilience and physical strength, a place where drivers push themselves to the absolute limit—we are honored and thrilled to renew our partnership with the Automobile Club de Monaco and expand our presence in the Principality, with TAG Heuer being the first to hold this prestigious title.”

Maître Michel Boeri, President of the Automobile Club de Monaco, concluded:

“It is a pleasure to work with such a renowned watchmaker for nearly 15 years now, and our admiration and respect for TAG Heuer are reaffirmed through our new agreement to continue this wonderful relationship.”

“As a watch synonymous with motorsport and the greatest drivers in Formula 1 history, it is only natural for the Automobile Club de Monaco to be permanently linked with TAG Heuer.”