TAG Heuer marked a historic chapter in its motorsport legacy by becoming the first-ever official title partner of the Formula 1 TAG Heuer Grand Prix de Monaco. This milestone partnership celebrates TAG Heuer’s long-standing relationship with racing, precision timekeeping, and the principality of Monaco itself—one of Formula 1’s most glamorous and iconic circuits.
To commemorate the event, TAG Heuer unveiled three new TAG Heuer Monaco timepieces, each embodying a different dimension of the brand’s pioneering spirit. The TAG Heuer Monaco Chronograph x Gulf pays homage to the partnership with Gulf Oil and the legendary Le Mans appearance, blending nostalgic motorsport aesthetics with modern precision. The TAG Heuer Monaco Chronograph Stopwatch draws on the brand’s trackside timekeeping heritage, while the revolutionary TAG Heuer Monaco Split-Seconds Chronograph showcases the future of high-performance watchmaking, featuring the ultra-light Calibre TH81-00 and a proprietary TH-Titanium case.
Beyond horology, TAG Heuer delivered a weekend of spectacular events. From bespoke hospitality lounges to dynamic brand activations and a strong presence throughout Monaco’s streets, the brand elevated the Grand Prix experience for VIPs, celebrities, and motorsport aficionados alike. The combination of technical innovation, heritage, and timeless style underscored TAG Heuer’s role not just as a watchmaker, but as a key player in the world of Formula 1. With this 2025 title partnership, TAG Heuer reaffirms its position at the heart of speed, elegance, and sporting excellence.
The celebration began well before race day, with TAG Heuer hosting a series of curated events for friends of the brand and key partners. Guests were treated to a high-octane program of exclusive experiences, including behind-the-scenes paddock tours, pit lane walks, and private viewings of the new Monaco timepieces. These bespoke experiences immersed VIPs in the heart of F1 while also introducing them to the precision craftsmanship that defines every TAG Heuer creation.
At the heart of TAG Heuer’s presence in Monaco was the unveiling of the TAG Heuer Monaco Split-Seconds Chronograph — a triumph of innovation and design. Its textured TH-Titanium case, hand-painted dial accents, and ultra-light movement captivated collectors and critics alike, symbolising the brand’s daring approach to redefining high watchmaking. With only a limited number produced, the timepiece is already considered a future icon in the world of contemporary horology.
Meanwhile, the TAG Heuer Monaco Chronograph Stopwatch stood as a love letter to the brand’s golden era in motorsport. Channeling the style of the 1960s and ’70s stopwatches used by racing teams, the timepiece balances heritage and modernity. Its black DLC-coated titanium case and vivid red minute track echo TAG Heuer’s commitment to legibility, functionality, and bold design—traits that have made the Monaco model a cult favorite for generations.
The TAG Heuer Monaco Chronograph x Gulf also garnered exceptional attention from both racing fans and fashion insiders. Adorned in the signature Gulf blue and orange stripes, the watch paid homage to Steve McQueen’s iconic role in Le Mans and remains a powerful symbol of cinematic and motorsport culture. Limited to just 971 pieces, the model became one of the weekend’s most talked-about launches, merging storytelling, style, and speed in perfect harmony.
As the engines roared and drivers battled through the narrow streets of Monte Carlo, TAG Heuer’s role extended beyond the racetrack. With activations that seamlessly combined digital storytelling, immersive luxury, and a heritage of fearless innovation, the brand proved once again why it remains at the forefront of motorsport culture. The TAG Heuer Grand Prix de Monaco 2025 was not only a title sponsorship but a statement — a bold declaration that TAG Heuer continues to set the pace in both watchmaking and racing.
