Formula One's showcase Monaco Grand Prix will have a title sponsor, TAG Heuer, for the first time in nearly 100 years as a result of the sport's new partnership with French luxury giant LVMH. The watch brand,

TAG Heuer is celebrating a new milestone. The Swiss luxury watchmaker, owned by LVMH, has etched its name into history as the first title partner of the Formula 1 Grand Prix de Monaco. This partnership follows the company’s role as the official timekeeper for Formula 1,

Since the first race in Monaco in 1950 the event has simply been known officially as the Formula 1 Grand Prix de Monaco. But starting with this season TAG Heuer is joining as a Title Partner of the race, and the official title will be the Formula 1 TAG Heuer Grand Prix de Monaco.

PARIS - No matter how winding the Formula 1 track gets in Monaco, Tag Heuer won't be missing a turn. The Swiss watchmaker has been named the title partner of the May 25 race that will now be formally known as Formula 1 Tag Heuer Grand Prix de Monaco,

“This is a truly fantastic moment in Formula 1 history as TAG Heuer becomes the first-ever Title Partner of the Grand Prix de Monaco, a circuit that featured in the sport’s very first season in 1950, and with which we mark our 75th anniversary this year,” F1 CEO Stefano Domenicali said.

Title sponsors are nothing new for F1 races. After Monaco’s deal with Tag Heuer was confirmed by WWD, all but one event - the Mexico City Grand Prix - has a brand in its official name for the 2025 season.

Following TAG Heuer ’s appointment as the official timekeeper for Formula 1, the LVMH-owned brand now also becomes the first title partner in the nearly 100-year history of the Grand Prix de Monaco — marking a historic moment for both the race and the renowned Swiss watchmaker.

Formula One's showcase Monaco Grand Prix will have a title sponsor, TAG Heuer, for the first time in nearly 100 years as a result of the sport's new partnership with French luxury giant LVMH.