The 2025 Monaco Grand Prix wasn’t just about roaring engines—it was a celebration of precision, performance, and prestige. At the center of it all stood TAG Heuer, the legendary Swiss watchmaker, now the title sponsor of the world’s most glamorous race. For a brand synonymous with motorsport, this was more than a marketing play—it was a moment of historic synergy between two icons of adrenaline and elegance.
TAG Heuer officially returned to the spotlight as Title Sponsor of the Monaco GP, with the event rechristened the Formula 1 TAG Heuer Grand Prix de Monaco 2025. Throughout the weekend, the brand went full throttle with high-profile activations, product reveals, and celebrity-filled yacht events that blended luxury lifestyle with cutting-edge horology.
Highlight Timepieces
| Model | Description | Why It Stands Out |
|---|---|---|
| Monaco Chronograph x Gulf | A tribute to the brand’s Gulf Racing heritage, limited to 971 pieces. | Celebrates iconic motorsport legacy with a distinctive design and exclusive production run. |
| Monaco Chronograph ‘Stopwatch’ Edition | Motorsport-inspired release reviving the vintage charm of dashboard stopwatches. | Blends nostalgic aesthetics with modern chronograph functionality for enthusiasts. |
| Monaco Split-Seconds Chronograph | Technical masterpiece limited to 10 pieces, featuring white ceramic case and translucent red dial. | Exceptionally rare with advanced split-seconds complication and bold, contemporary materials. |
TAG Heuer’s yacht, Le Bougainville, moored at Port Hercules, became a floating salon of horological culture. VIPs, celebrities, and racing royalty—including Patrick Dempsey, Max Verstappen, Yuki Tsunoda, and Christian Horner—mingled in a scene that could only be Monaco.
THE VISION OF ANTOINE PIN
Antoine Pin, who took over as CEO of TAG Heuer in September 2024, has quickly left his mark. With a background at Bulgari and earlier stints at TAG Heuer in Asia, Pin’s return has reignited the brand’s racing soul with deliberate strategy and confident restraint.
Monaco is not just a race; it’s a manifesto. Precision, risk, elegance—that’s TAG Heuer.
Antoine Pin
Pin’s vision is clear: don’t flood the market. Instead, elevate desire through scarcity, relevance, and storytelling that connects with enthusiasts worldwide. His leadership has repositioned TAG Heuer not just as a watch brand, but as a lifestyle authority rooted in sport, style, and speed, driving innovation while honoring heritage.
From the deafening echo of Formula 1 engines down Boulevard Albert 1er to the quiet tick of a Monaco chronograph worn aboard a yacht, TAG Heuer crafted an unforgettable experience at the 2025 Monaco GP. It was more than a sponsorship—it was a statement.
TAG Heuer’s commanding presence at the 2025 Monaco Grand Prix wasn’t just a return to form—it was a bold redefinition of what it means to fuse luxury and legacy. With Antoine Pin at the helm, the brand isn’t just sponsoring history—it’s actively shaping it. From the launch of standout Monaco chronographs to unforgettable moments aboard Le Bougainville, TAG Heuer made Monaco its stage and precision its message.
Explore more on the official event page: Formula 1 TAG Heuer Grand Prix de Monaco 2025 – ACM
