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,

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.

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.

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 1 has announced a huge change to the 2025 Monaco Grand Prix with TAG Heuer taking a title sponsorship role. This is the first time in the history of the iconic race that it will feature a title partner.