The Monaco Grand Prix takes on a new name thanks to its partnership with Tag Heuer

For the first time in its history, the Monaco Grand Prix is changing its name following a partnership with Swiss luxury watch brand Tag Heuer. The change has been made official by FIA, which has announced that the historic event will henceforth be known as the Tag Heuer Grand Prix de Monaco. The watch brand has already been a partner of the competition since 2011, and this new agreement strengthens their collaboration.

This partnership marks a first for the Monaco Grand Prix, which becomes the first Grand Prix to have a title sponsor. The president of the Automobile Club de Monaco, Michel Boeri, expressed his satisfaction: “It's a pleasure to collaborate with such a prestigious brand for almost 15 years. We renew our admiration for Tag Heuer through this agreement, which will strengthen our long-standing relationship.”

Tag Heuer CEO Antoine Pin also shared his enthusiasm: “Monaco is our spiritual home, perfectly embodying the values we stand for at Tag Heuer. The competition, the mental resilience and physical strength of the drivers, all come together on this track. We are proud and honored to become the first title sponsor of the Monaco Grand Prix, a partnership that extends our presence in the Principality.”

With this agreement, Tag Heuer further asserts its presence on the circuit. A new logo, symbolizing the alliance between Monaco and the brand, will be displayed all around the circuit, and a special clock will be installed in the paddocks. The partnership enables the brand to be visible on screens and trackside, reinforcing its image with spectators.