In a historic development for Formula 1, the prestigious Monaco Grand Prix will have a title sponsor for the very first time. Swiss luxury watchmaker TAG Heuer has been named the official title partner for the 2025 Monaco GP, making this a landmark moment for one of the most iconic races in motorsport history.
Formula 1 TAG Heuer Grand Prix De Monaco 2025
Since its debut in the inaugural Formula 1 season of 1950, the Monaco Grand Prix has never shared its name with a commercial sponsor—until now. The 2025 race, scheduled for May 23-25, will officially carry the name Formula 1 TAG Heuer Grand Prix De Monaco 2025.
This groundbreaking move ushers in a new era for the glamorous and historic Monaco GP, blending its legacy with the branding of one of the most renowned names in motorsport. TAG Heuer’s logo will be prominently displayed throughout the streets of Monte Carlo, with a custom-designed logo to mark the partnership.
TAG Heuer and Motorsport
This historic deal represents the culmination of TAG Heuer’s deep-rooted connection to motorsport, particularly to Monaco. The luxury watchmaker has had a partnership with the Automobile Club de Monaco since 2011, further strengthening its bond with the region and its motorsport heritage.
Additionally, this agreement sees TAG Heuer replacing Rolex as Formula 1’s official timekeeper, further solidifying the Swiss brand’s prominent role in the world of F1.
Stefano Domenicali, CEO of Formula 1, expressed his excitement about this new partnership.
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, he said.
TAG Heuer CEO Antoine Pin highlighted the significance of Monaco in the brand's history, emphasizing how the city’s spirit aligns with the values of the luxury watchmaker.
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 drivers push themselves to achieve their absolute best, Pin remarked.
TAG Heuer’s association with the Monaco GP spans nearly 15 years, but this new title partnership takes their involvement to unprecedented heights.
Maître Michel Boeri, President of the Automobile Club de Monaco, echoed the admiration between the two entities.
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, he commented.
This partnership marks a significant moment in the history of both the Monaco Grand Prix and TAG Heuer, blending Monaco’s timeless prestige with the brand’s unparalleled motorsport heritage.
For Formula 1 fans, this new era will bring more visible TAG Heuer branding across the Monaco circuit, paddock, and digital platforms. The Monaco GP may be entering a new commercial phase, but the race’s unique character and allure will remain unchanged.
With TAG Heuer now the official timekeeper of Formula 1, fans can expect an even more prominent presence of the brand throughout the sport, further elevating the prestige of the most glamorous race on the F1 calendar.
The Monaco Grand Prix has always been an extraordinary event. With TAG Heuer as its first-ever title sponsor, this legendary race is ready to write a new chapter in motorsport history.