Photo Credits: TAG Heuer's Instagram
In a groundbreaking development for motorsport and luxury branding, the Monaco Grand Prix will officially be renamed the Tag Heuer Monaco Grand Prix, effective this year. This marks the first time in the event's storied history that it will have a title sponsor, a change made possible by a newly strengthened partnership between the iconic Formula 1 race and the prestigious Swiss watchmaker. The announcement was made by Formula 1 on its official website.
Tag Heuer and the Monaco Grand Prix have enjoyed a collaborative relationship since 2011, and this new agreement cements their bond, underscoring the evolving role of branding in high-profile sporting events. For the Automobile Club de Monaco (ACM), the body responsible for organizing the race, the news was met with enthusiasm. Michel Boeri, the club’s president, expressed his delight, saying, “It has been a pleasure to work with such a renowned brand for nearly 15 years. Our admiration for Tag Heuer is reiterated through this new agreement, which will extend and strengthen our already excellent relationship.”
The move also reflects Tag Heuer’s continued commitment to Monaco, a place that Antoine Pin, CEO of Tag Heuer, described as the brand’s "spiritual home." Pin highlighted the alignment between the watchmaker’s values and the essence of the Grand Prix, stating, “Monaco embodies everything we stand for—competition, mental resilience, and physical strength. This is where drivers push themselves to the limits. We are thrilled and honored to extend our partnership with the ACM and take on the role of title sponsor for this legendary event.”
The partnership not only increases Tag Heuer’s visibility on the racetrack but also reinforces its prestigious image with new branding initiatives. The company’s logo, designed specifically for this occasion, will be prominently displayed around the circuit and on the race’s big screens. Additionally, a large clock, a symbol of the brand’s craftsmanship and precision, will be placed in the paddocks, marking the brand's ongoing presence at the event.
The 2025 Monaco Grand Prix is scheduled to take place from May 22 to May 25, marking the beginning of a new chapter in the race’s rich history—one that will forever be associated with the Tag Heuer name.