TAG Heuer becomes Monaco Grand Prix title sponsor

That comes as a result of the sport's new partnership with French luxury giant LVMH.

The watch brand, which has replaced Rolex as Formula 1's official timekeeper, has been a partner of the Automobile Club de Monaco since 2011.

The Monaco Grand Prix has, since the start of the championship in 1950, had no title sponsor but this year will be officially branded the Formula One TAG Heuer Grand Prix de Monaco.

The first edition of the race in the Mediterranean principality was held in 1929, before the days of title sponsorship.

LVMH is starting a 10-year deal with F1 while the Monaco Grand Prix's current contract runs to 2031.

F1 boss Stefano Domenicali commented: "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.

"TAG Heuer is the perfect partner – not only do they already have a brilliant legacy with Monaco, but I know they will bring their passion, creativity, and exceptional style to match the wonderful energy of an already iconic event," he added.

TAG Heuer CEO Antoine Pin added: “Monaco is truly our spiritual home, encapsulating much of what we stand for at TAG Heuer.

"The spirit of competition, the challenging street course that rewards those who show the greatest mental resilience and physical strength, a place where driver’s push themselves to achieve their absolute best, we are honoured and delighted to renew our partnership with the Automobile Club de Monaco and extend our activities in the Principality with TAG Heuer being
the first to hold this prestigious title," he explained.

As for the President of the Automobile Club de Monaco, Maître Michel Boeri, he reflected in the club's relationship with TAG Heuer since 2011, he said: “It has been a pleasure to work with such a celebrated watchmaker for nearly 15 years now.

"Our admiration and respect for TAG Heuer is reiterated through our new agreement to continue our wonderful relationship. As the watch synonymous with motorsport and the greatest drivers in the history of Formula 1, it is only natural that the Automobile Club de Monaco would choose to be indelibly connected with TAG Heuer," Boeri concluded.