TAG Heuer signs with Monaco Grand Prix
For the first time in Formula 1 history, the Monaco Grand Prix takes the name of a brand: it becomes the Formula 1 TAG Heuer Grand Prix de Monaco. A turning point for watchmaking and motorsport.
TAG Heuer, prestigious timekeeper for a legendary race
Not since 1929 has a company lent its name to the Monaco Grand Prix. In 2024, TAG Heuer becomes the first title partner of the legendary race. Already the official timekeeper of Formula 1, replacing Rolex, the Swiss company thus strengthens its historic link with motorsport.
This partnership is in line with the strategy of the LVMH group, owner of TAG Heuer, to strengthen its presence in the world of Formula 1. A logical choice for a brand that has always celebrated precision, innovation and performance, fundamental values in F1.
LVMH and Formula 1: strategic expansion
TAG Heuer is not the only LVMH brand to be involved in Formula 1. In October 2023, the luxury conglomerate announced a ten-year partnership with the championship, allowing several of its Houses to associate their image with it.
Louis Vuitton has announced a naming deal for the 2025 Australian Grand Prix, becoming a partner of the Formula 1 Louis Vuitton Australian Grand Prix. The fashion house has also invested in the manufacture of bespoke trophy trunks.
Moët & Chandon has announced its role as official champagne partner of F1, taking pride of place on the podiums. The House also obtained the naming of the 2025 Belgian Grand Prix, now called Formula 1 Moët & Chandon Belgian Grand Prix.
A new era for luxury and Formula 1
With the arrival of TAG Heuer, Louis Vuitton and Moët & Chandon, Formula 1 becomes more than ever a field of expression for the great luxury Houses. The association of these prestigious brands with the most iconic races promises to offer an unparalleled experience for fans and partners of the championship.
The Formula 1 TAG Heuer Grand Prix de Monaco will be held on May 25, 2025, marking a new page in the history of the world’s most iconic race.
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