Luxury Swiss watchmaker TAG Heuer is making a bold move in 2025 as the title sponsor of the Monaco Grand Prix, further cementing its deep-rooted ties with motorsport and one of the most prestigious races on the Formula 1 calendar.
A Timeless Connection
TAG Heuer and Monaco share a storied history spanning several decades. The TAG Heuer Monaco collection, famously worn by Steve McQueen in the 1971 film Le Mans, remains an icon in both the horology and racing worlds. With this new sponsorship, TAG Heuer solidifies its presence at the heart of Formula 1, leveraging a global audience of motorsport enthusiasts and luxury watch collectors.
A Brand on the Global Stage
To mark this milestone, a special logo has been created and will be visible across all brand touchpoints at the event. Additionally, the TAG Heuer Monaco clock will stand proudly throughout the paddock, reinforcing the brand’s presence both on-site and in worldwide broadcasts.
More Than Just a Race
Beyond the Grand Prix, TAG Heuer has long been a key player in Monaco’s motorsport scene. Since 2011, the Maison has partnered with the Automobile Club de Monaco and the Monaco Historic Grand Prix, further embedding itself in the city’s rich racing heritage.
For luxury watch retailers and jewellers, TAG Heuer’s strategic move highlights the power of brand storytelling and high-profile sponsorships in driving desirability. As the world tunes into the Monaco Grand Prix in 2025, TAG Heuer will be front and centre, proving once again that precision, performance, and prestige go hand in hand.
