TAG Heuer has become the first title sponsor in the history of the Formula 1 Monaco Grand Prix. The watch manufacturer was named as F1’s official timekeeper in January as part of LVMH’s 10-year global partnership with the series.

TAG Heuer’s dominance of Formula 1 continues with the recent announcement that it is now the Title Partner of the Monaco Grand Prix

“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.

For the first time in the motorsport event's 100-year history, the Monaco race has appointed Swiss luxury watchmaker TAG Heuer as its title partner.

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 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.