TAG Heuer named title sponsor for Monaco Grand Prix

LVMH's luxury watchmaker TAG Heuer has become the title sponsor for the 2025 Formula 1® TAG HEUER GRAND PRIX DE MONACO, held May 23-25 on the legendary Monte Carlo street circuit. This marks the first time the historic race, established in 1929, has had a title sponsor.

TAG Heuer, a long-time partner of the event and the Automobile Club de Monaco since 2011, deepens its connection with the Grand Prix. During the weekend, the brand unveiled three new timepieces that honor Monaco's legacy and the watchmaker's precision. "This moment is a reflection of everything TAG Heuer stands for – racing, creativity, precision and the people who drive us forward," said TAG Heuer CEO Antoine Pin.

Louis Vuitton, another LVMH Maison, participated for the fifth consecutive year, showcasing a bespoke Trophy Trunk. This year's trunk was adorned in red, paying homage to the colors of the Monegasque flag. The brand also introduced a new graphic signature for the trackside signage, emphasizing the shared spirit between fashion and motorsport.

Moët & Chandon celebrated its own motorsport heritage by revealing, for the first time at the Monaco Grand Prix, a collection of nine rare, historic Formula 1-themed Jeroboam bottles. These artifacts, symbolizing victories and celebrations, were displayed in a specially designed area, offering a glimpse into the shared history between the champagne house and Formula 1.