TAG Heuer was lording it over every watch manufacturer attached to a Formula 1 team at last weekend’s Monaco Grand Prix.
Prior to the racing, the watchmaker had already reminded the world about its historic ties to the Monte Carlo showcase by launching a trio of limited edition Monaco chronographs.
This set the scene for a celebration of TAG Heuer becoming Formula 1’s official timekeeper and the the first-ever title partner of the Grand Prix de Monaco.
Becoming a loyal TAG Heuer customer, particularly one with a huge social media following, is becoming more rewarding these days, and making the trip to Monaco was made worthwhile with invitations to events at venues around the track.
The biggest was a day-into-night affair on the Le Bougainville, a 92-suite cruise ship moored in the Port of Monaco, where guests included Patrick Dempsey, Oracle Red Bull Racing drivers Max Verstappen and Yuki Tsunoda, who spoke about the upcoming race with their team boss Christian Horner.
This evolved into a night time party with a live performance by Lola Young, a DJ-set by Naomi Campbell, and the French musician Kavinsky.
“This moment is a reflection of everything TAG Heuer stands for,” says Antoine Pin, CEO of TAG Heuer. “Racing, creativity, precision and the people who drive us forward. We are back this year, and we are proud to share this energy with the Principality, our partners, and the entire TAG Heuer family.”
