According to the Daily Express, a significant change is on the horizon for the Monaco Grand Prix. Rumor has it that the race will have an official title sponsor for the first time, with Swiss watchmaker Tag Heuer tipped for the honor. While the partnership has not yet been officially confirmed by either Formula 1 or Tag Heuer, this could be a major step in the history of the legendary event. This would see Tag Heuer replace Rolex as the official timekeeper of the race.
Tag Heuer and the Monaco Grand Prix
Tag Heuer is no stranger to the Monaco circuit. The brand has long been visible on the barriers of the famous street circuit. By 2025, the race could officially be known as the ‘Formula 1 Tag Heuer Grand Prix de Monaco’. The decision to become the title sponsor is not surprising, given the watchmaker’s deep-rooted history in motorsport.
According to Michel Boeri, president of the Automobile Club de Monaco, the partnership between Tag Heuer and the Monaco Grand Prix is a natural choice. “As the watch synonymous with motorsport and the greatest drivers in the history of Formula 1, it is more than logical that the Automobile Club de Monaco would align itself with Tag Heuer.”
An Honor and a Challenge
Antonie Pin, CEO of Tag Heuer, speaks proudly of the new partnership. “We are the brand that embodies the concept of chronography. The Carrera and Monaco watches were born as chronographs, because performance and the measurement of time form the core of our brand. It is an honor to be the title sponsor of Monaco, as it requires recognition from many people to achieve this. This is a recognition of the legitimacy of our brand from all corners,” Pin explained. “Now we must take on the challenge and justify the trust that has been placed in us. We are proud of this partnership and are ready to prove ourselves.”
