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,

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.

Official Timekeeper of Formula 1, TAG Heuer, has become the first-ever Title Partner of the Grand Prix de Monaco. Since the first World Championship race in the principality in 1950, it has simply been known as the FORMULA 1 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.

TAG Heuer has become the first title sponsor in the history of the Formula 1 Monaco Grand Prix. The watch manufacturer was named as F1’s official timekeeper in January as part of LVMH’s 10-year global partnership with the series.