Monaco Grand Prix finds first-ever title sponsor in TAG Heuer

The Automobile Club de Monaco has signed a partnership with Swiss luxury watchmaker TAG Heuer, which thus becomes the first-ever Title Partner of the Monaco Grand Prix.

The race, which has been on the Formula One calendar since the first Championship season back in 1950, will now officially be called the “TAG Heuer Monaco Grand Prix”. 

TAG Heuer will enjoy prominent branding across the circuit during the race weekend, including ‘ significant trackside placement visible for those on the streets of Monaco as well as on digital screens.

Additionally, the partnership will be celebrated through a special logo, which will be present at multiple touch points. The luxury watch brand will have display presence throughout the paddock as well.

The Automobile Club de Monaco and TAG Heuer have been partners since 2011.

Stefano Domenicali, President & CEO of Formula One, commented:

“This is a truly fantastic moment in Formula 1 history as TAG Heuer becomes the first-ever Title Partner of the Grand Prix de Monaco, a circuit that featured in the sport’s very first season in 1950, and with which we mark 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 wonderful energy of an already iconic event.“

Antoine Pin, CEO of TAG Heuer, said:

“Monaco is truly our spiritual home, encapsulating much of what we stand for at TAG Heuer. The spirit of competition, the challenging street course that rewards those who show the greatest mental resilience and physical strength, a place where driver’s push themselves to achieve their absolute best, we are honoured and delighted to renew our partnership with the Automobile Club de Monaco and extend our activities in the Principality with TAG Heuer being the first to hold this prestigious title.“

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

“It has been a pleasure to work with such a celebrated watchmaker for nearly 15 years now, and our admiration and respect for TAG Heuer is reiterated through our new agreement to continue our wonderful relationship. As the watch synonymous with motorsport and the greatest drivers in the history of Formula 1, it is only natural that the Automobile Club de Monaco would choose to be indelibly connected with TAG Heuer.”

From last month: Formula One again joins hands with TAG Heuer