A longstanding partner of racing in the Principality, TAG Heuer opens the festivities of the legendary F1 weekend with a private reception hosted by HSH Prince Albert II of Monaco.


Monte Carlo, Monaco – May 21st, 2021: As Official Watch of the Monaco Grand Prix since 2011,TAG Heuer is honoured to be back in the Principality to celebrate the legendary race and highlight of the Formula 1 season, in the presence of His Serene Highness Prince Albert II of Monaco.


“ Heuer and Tag Heuer have been longstanding friends of Monaco and itsGrandPrix and the beauty of this friendship is that it extends beyond a single race. We’ve indeed also partnered with the Automobile Club
de Monaco for many years and recently have joined the illustrious Grand Prix de Monaco Historique, as well as the Formula E championship as founding partners, and since 2019 as a joint team with Porsche”, said Frédéric Arnault, CEO of TAG Heuer. “We are especially delighted to be here this weekend to support our longstanding partner, the Red Bull Racing Honda team, on their quest for a world championship title – and we would like to extend our deepest gratitude to His Serene Highness Prince Albert II of Monaco for hosting us on such a special occasion.”


A celebration of motor racing



The Swiss luxury watchmaker kicked off the exciting weekend with a private reception held at the iconic Automobile Club de Monaco, of which the brand has been a partner since 2011 as well. Founded in 1890,
the ACM is the governing body of motor racing in Monaco, organizing prestigious events such as the F1 Grand Prix and the Monte-Carlo Rally. Usually reserved for members, the club was opened especially for TAG Heuer guests to discover the extensive collection of racing memorabilia and enjoy the sweeping views of the racetrack and harbour from the top of the tower.


Following the reception, the select group of friends of the brand, collectors, partners and members of the media made their way to the Hôtel Hermitage for an intimate private dinner party hosted by His Serene Highness Prince Albert II of Monaco and Frédéric Arnault, CEO of TAG Heuer.


Joining in the special moment were also members of the Red Bull Racing Honda Team, including Team Driver Max Verstappen, of which TAG Heuer has been a partner since 2016.


The dinner, held in the Belle Epoque ballroom with a stunning outlook onto the Port and Rock of Monaco, was imagined by French three-star Michelin chef, Yannick Alléno, and held in accordance with all precautionary health and distancing measures.


The new TAG Heuer Monaco Titan Special Edition




To mark theoccasion,HisSereneHighnessPrinceAlbertIIofMonacoandMaxVerstappenwerepresented with one-of-a-kind TAG Heuer Monaco timepieces, especially designed and engraved with personalized markings. The iconic square-shaped chronograph, created in 1969, named after the glamourous race and brought to the big screen by Steve McQueen in his 1971 movie Le Mans, symbolizes the brand’s love for speed and its deeply-rooted racing spirit. In this new special edition revealed today, the case was reimagined in ultra-lightweight and robust titanium with a striking silver dial and black sub counters, on a novel anthracite leather strap with a texture recalling the grooves of race car tires.


With this celebratory event and the unveiling of its new Special Edition timepiece, TAG Heuer reaffirms once again its longstanding friendship with the Principality of Monaco and its support to the thrilling Formula 1 Grand Prix. With an exciting weekend ahead, the brand will be cheering on its partner, the Red Bull Racing Honda team, as drivers Max Verstappen and Sergio Perez take on the challenging winding city circuit and put the “Don’t crack under pressure” motto to the test.


About TAG Heuer


TAG Heuer, founded in 1860 by Edouard Heuer in the Jura Mountains of Switzerland, is a luxury watch brand that is part of LVMH Moët Hennessey Louis Vuitton SE (“LVMH”), the world’s leading luxury group.
Based in La Chaux-de-Fonds, Switzerland and with four production sites, TAG Heuer has 1470 employees and is active in 139 countries. TAG Heuer products are available online on www.tagheuer. com for select countries and in 160 boutiques and 3,000 points of sale worldwide. The company is headed up by Frédéric Arnault, CEO of TAG Heuer.

For 160 years, TAG Heuer has demonstrated pure avant-garde watchmaking spirit and a commitment to innovation with revolutionary technologies that have included the oscillating pinion for mechanical stopwatches in 1887, the Mikrograph in 1916, the first automatic-winding chronograph movement – Calibre 11 – in 1969 and the first luxury smartwatch in 2015. Today, the brand’s core collection consists
of three iconic families designed by Jack Heuer – TAG Heuer Carrera, Monaco and Autavia – and is rounded out with the contemporary Link, Aquaracer, Formula 1 and Connected lines.

Capturing TAG Heuer’s motto, “Don’t Crack Under Pressure”, are prominent partnerships and brand ambassadors that express the brand’s passion for action and high performance.




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For further information, please contact:


Tiziana Tedeschi
International PR Director TAG Heuer
+41 (0)79 255 99 01
[email protected]


Fabiola Bobbio
International PR Manager TAG Heuer
+41 (0)79 204 88 77
[email protected]