TAG Heuer becomes first title sponsor of Monaco GP

Tag Heuer has made history by becoming the first-ever title sponsor of the Monaco Grand Prix, officially renaming the race to Formula 1 Tag Heuer Grand Prix de Monaco. This partnership coincides with Tag Heuer's designation as F1's official timekeeper as part of a broader 10-year collaboration with LVMH. The deal, which is said to be worth around $150 million annually, will see the Tag Heuer branding prominently displayed throughout the circuit and accompanied by a specially designed logo. F1 CEO Stefano Domenicali highlighted the significance of this partnership, noting Tag Heuer's longstanding relationship with the Monaco race, which dates back to the sport's inception in 1950. Antoine Pin, CEO of Tag Heuer, expressed pride in the partnership, calling Monaco the brand's 'spiritual home' that embodies competition and performance. The inaugural Formula 1 Tag Heuer Grand Prix de Monaco will take place on May 25, 2025.