As the first-ever title partner and official timekeeper of the Monaco Formula 1 Grand Prix this year, TAG Heuer took the opportunity to revisit Monaco, its iconic timepiece worn by actor Steve McQueen in the film Le Mans. The launch coincides with the return of LVMH’s flagship watchmaker to the F1 circuit.
2025 will mark a turning point in the history of the Monaco Grand Prix. For the first time in its century-long history, the most glamorous and one of the most spectacular races on the F1 circuit has taken on the colors of its main partner, Swiss manufacturer TAG Heuer, becoming the “TAG Heuer Monaco Grand Prix.”
The brand benefited from increased visibility around the track, as well as a new logo and giant branded clocks in the paddock.
It was too good an opportunity for the luxury watchmaker to pass up, bringing back the image of its legendary ambassador Steve McQueen, a racing enthusiast, thrill seeker, and fan of the brand’s Monaco watch.
Other LVMH group companies also shone throughout the race, including Louis Vuitton, Moët Hennessy, Moët & Chandon, and Belvedere Vodka. The group’s CEO also made the trip.
A racing icon
To celebrate its status as the first title partner of the Monaco Grand Prix, TAG Heuer unveiled its new TAG Heuer Monaco Chronograph x Gulf.
Create your free account I create my account Don’t miss out on the latest luxury business news.
To continue reading this article, create a free account or log in.
Read also > [Luxus Magazine] Watchmaking and automobiles: five brands at the crossroads of these passions
Featured photo: © TAG Heuer
