TAG Heuer and the Monaco F1 Grand Prix

For the first time TAG Heuer invited two young Chinese stars singer G.E.M and actor Li Yifeng to attend the prestigious Formula 1 Monaco Grand Prix of which TAG Heuer is the Official Sponsor.

Jean-Claude Biver, CEO of TAG Heuer & President of the LVMH Watches Division, welcomed them alongside racing driver, actor and TAG Heuer Ambassador Patrick Dempsey, as well as the Ambassador for Monaco in China, Catherine Fautrier.

It was also the perfect opportunity to unveil the TAG Heuer Formula 1 Red Bull Racing Team watches, in the presence of Max Verstappen, now the “youngest F1 GP race winner."

TAG Heuer and the Monaco F1 Grand Prix

From Juan Manuel Fangio to Fernando Alonso and Jenson Button, the greatest motorsports champions have all played their part in the TAG Heuer legend. It's the same for all motorsport races but the highlight is one of the oldest motor races in the world: the iconic Monaco Grand Prix. At this circuit, TAG Heuer occupies its own very special place, written in the great annals of history.

TAG Heuer is building up the biggest number of Monaco Grand Prix winners: Niki Lauda, Jody Scheckter, Alain Prost, Ayrton Senna, Mika Häkkinen, David Coulthard, Kimi Räikkönen, Fernando Alonso, and Lewis Hamilton have all been TAG Heuer ambassadors and have all taken the chequered flag.

To understand the bond between watchmaking and motor racing, it's TAG Heuer that you have to look to. The brand has built, consolidated and driven forward this bond to an unprecedented level of performance, with the creation of chronographs which have pushed the boundaries of chronometric accuracy – 1/10th, 1/100th, 1/1,000th and 5/10,000th of a second.

The history of TAG Heuer is closely linked with the Automobile Club de Monaco. In 1911, the ACM created the Monte-Carlo Rally, the very first motor racing event organised across Europe. The Rally was not only designed to prove that steam or petrol cars could cross Europe in the middle of winter, but also to put the spotlight on the Rally's final destination – the famous gambling capital, Monte-Carlo.

That same year, TAG Heuer unveiled the Time of Trip, the first 12-hour chronograph specially designed for car dashboards and aeroplane instrument panels. Another new development came in 1916 with the launch of the first chronograph which could measure to within 1/100th of a second.

Since 2011, TAG Heuer and the Automobile Club of Monaco have been strengthening their relationship even further by signing a historic and now all-encompassing agreement: Official Partner and Official Watch.

Jean-Claude Biver, Max Verstappen and Patrick Dempsey

From left to right:

G.E.M, Max Verstappen, Patrick Dempsey, 

Daniel Ricciardo and Li Yifeng

Mr. J.C. Biver with Patrick Dempsey