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Monte-Carlo is referred to as the spiritual home of TAG Heuer , and the contemporary story is defined by the strong presence during F1 weekend , making it only natural for the race to now be known as the Formula 1 TAG Heuer Grand Prix de Monaco .
A SECOND HOME
While the traditional watches of TAG Heuer are made in Switzerland , the company has become a cultural force taking on a global identity . With boutiques located around the world , ambassadors and advertising campaigns that can be seen in every city , and the presence in different sports across continents , there is only one place that the brand has a special connection to , Monaco .
Since the presence of drivers such as Jochen Rindt , Jo Siffert , Niki Lauda and Ronnie Peterson in the 1960s and 1970s who would become style icons and wore Heuer chronographs around the track , to the incredible rivalries and victories of Alain Prost and Ayrton Senna of the 1980s and 1990s who would dominate in Monaco at the wheel of TAG Heuer sponsored McLaren ’ s , TAG Heuer ’ s connection to the circuit on the Côte d ’ Azur is undeniable .
The late 1990s and 2000s would see Mika Häkkinen , David Coulthard , Kimi Räikkönen , and Lewis Hamilton victorious on the streets of Monaco all with TAG Heuer on their wrist as they took the top step of the podium . In recent years Daniel Ricciardo , Max Verstappen and Sergio Pérez have won against strong competition with TAG Heuer alongside them through the sponsorship of Oracle Red Bull Racing .
ELEVATING A PARTNERSHIP
TAG Heuer has been a partner of the Automobile Club de Monaco since 2011 , present at key moments through the Formula 1 weekend and at the Grand Prix de Monaco Historique . With this new relationship the story will be further reinforced through increased presence for TAG Heuer across all assets relating to the race , including significant trackside placement visible for those at the race on the streets of Monaco and on screens around the world .
ISSUE 69 2025 THE ART OF LUXURY