Formula 1 TAG Heuer Grand Prix de Monaco -Prestige Brand Partners with Premier Sporting Event
TAG Heuer returns as title sponsor of the Monaco Grand Prix, blending luxury watchmaking with motorsport’s most glamorous weekend event.
TAG Heuer Monaco GP
By Elke Porter | WBN News Global | May 27, 2025
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Where speed meets sophistication, luxury brands know exactly where to align. This past weekend starting May 22, TAG Heuer turned heads and set hearts racing as it elevated the 82nd edition of the world’s most glamorous race — the newly renamed Formula 1 TAG Heuer Grand Prix de Monaco — into an unforgettable spectacle of style, innovation, and exclusivity.
As Formula 1’s newly appointed Official Timekeeper, TAG Heuer did more than just count seconds — it owned the moment. Aboard the opulent yacht Le Bougainville, moored in the heart of Monaco’s harbor, celebrities, drivers, and high-profile guests mingled in a lavish celebration that embodied the very essence of luxury living.
Brand ambassador Patrick Dempsey, actors like Lee Jung-Jae, and Red Bull Racing stars Max Verstappen and Yuki Tsunoda soaked in the electric atmosphere — a mix of motorsport passion and Riviera elegance. With Naomi Campbell spinning beats and Lola Young performing live, the evening reflected TAG Heuer’s brand DNA: bold, precise, and unmistakably elite.
But it wasn’t just about parties. The launch of three new Monaco timepieces added gravitas to the celebration, linking past and future through limited-edition designs and cutting-edge innovation. From cinematic nods to Steve McQueen to the featherlight Split-Seconds Chronograph forged from proprietary titanium, TAG Heuer showed why luxury watches and elite events go hand-in-hand.
In Monaco, where wealth whispers and engines roar, TAG Heuer proved that true luxury isn’t just owned — it’s experienced. And in doing so, the Swiss Maison reaffirmed a timeless truth: when prestige brands partner with premier sporting events, the result is more than marketing — it’s magic.
About TAG Heuer
TAG Heuer, founded in 1860 by Edouard Heuer in the Jura Mountains of Switzerland, is a luxury watch brand that is part of LVMH Moët Hennessy Louis Vuitton SE ("LVMH"), the world’s leading luxury group. Based in La Chaux-de-Fonds, Switzerland, and with four production sites, TAG Heuer has 1,900 employees and is active in 139 countries. TAG Heuer products are available online at www.tagheuer.com for select countries and in 260 boutiques and 2,300 points of sale worldwide. The company is led by Antoine Pin, CEO of TAG Heuer.
For 165 years, TAG Heuer has demonstrated pure avant-garde watchmaking spirit and a commitment to innovation with revolutionary technologies that have included the oscillating pinion for mechanical stopwatches in 1887, the Mikrograph in 1916, the first automatic-winding chronograph movement – Calibre 11 – in 1969, and the first luxury smartwatch in 2015. Today, the brand’s core collection consists of two iconic families designed by Jack Heuer – TAG Heuer Carrera, and Monaco – and is rounded out with the contemporary TAG Heuer Aquaracer, Formula 1, Link, and Connected lines.
Embodying TAG Heuer’s new philosophy, Designed to Win, the brand continues to build on its legacy of bold innovation, resilience, and high performance. Its prominent partnerships and brand ambassadors reflect TAG Heuer’s drive to push boundaries and perform in the moments that matter most.
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