The Monaco Grand Prix. A legendary circuit in a dream setting. The world’s most glamorous motor race celebrates its 75thedition. TAG Heuer, for which motor racing and, in particular, its partnership with the Automobile Club de Monaco, are part of its very make-up, was once again in attendance to pay tribute to this famous date in Grand Prix history.

At the top of the Monaco Grand Prix control tower, the venue for the official ACM cocktail party sponsored by TAG Heuer, the guests were invited to discover the motoracing universe of TAG Heuer and the close links between ACM and the Swiss watch brand.

On the eve of the much-anticipated start, Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Group Watch Division, welcomed guests for an exclusive evening of glamour and style aboard the SeaDream yacht, decked out in the brand’s colours and moored in Monaco’s port. Among the guests was Australian actor and TAG Heuer ambassador Chris Hemsworth, linked through motorsports since 2013 when he played Formula 1 driver James Hunt in the film Rush, and accompanied by his wife, Elsa Pataky. Also present at the event was the blogger Chiara Ferragni, who turned 30th years old at the beginning of the month, the occasion for Jean-Claude Biver to celebrate her birthday. Last but not least, driver Daniel Ricciardo from Red Bull Racing, with which TAG Heuer renewed its partnership contract for two more seasons in November, and renowned French chef and friend of the brand, Philippe Etchebest, who presided over a culinary challenge organised between the two Australians, Chris Hemsworth and Daniel Ricciardo.

A delightful family photo to celebrate together the unique history of TAG Heuer with motorsports and, especially, with ACM. From Juan Manuel Fangio to Jenson Button, Daniel Ricciardo and Max Verstappen, 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 the most prestigious race and 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.

Not forgetting that the Swiss watch brand is building up the biggest number of Monaco Grand Prix winners. Among them, driver Ayrton Senna. 2017 also marks the 30th anniversary of his first victory in Monaco. In celebration, TAG Heuer was honoured to welcome the racing champion’s niece, Bianca Senna. She attended the opening of the new TAG Heuer boutique in Monaco, where she unveiled a sneak preview of the new special edition Senna watches: two Formula 1 models in the race colours, red and black, one in the chronometer version, and one Carrera Heuer 01, the TAG Heuer proprietary chronograph, with a 45 mm case in black PVD steel, ceramic bezel and skeleton dial. All feature the famous bracelet with S-shaped links worn by Ayrton Senna at the time.

Also honoured throughout the weekend was the TAG Heuer Carrera Heuer-01 Red Bull Racing special edition, the TAG Heuer proprietary chronograph par excellence, with a leather strap featuring a racing car seat effect and the Formula 1 stable colours. For a stylish, sporty look.

TAG Heuer and the Monaco F1 Grand Prix

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.

In 1929, the ACM was once again at the forefront of innovation when it organised for the first Formula 1 Grand Prix in motor racing history to take place in the heart of a city. 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.

Some facts in the history of TAG Heuer’s involvement in motor racing

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.

TAG Heuer is now partnering the Red Bull Racing F1 Team, and is founding partner and Official Timekeeper of the FIA Formula E Championship; TAG Heuer is also Official Timekeeper of the legendary Carrera Panamericana and the Pikes Peak in the USA, Official Partner and Official watch of the Automobile Club de Monaco (ACM) and the Monaco F1 Grand Prix, the Indianapolis 500 (Indy 500), Gran Turismo Sport, the FIA WTCC World Endurance Championship, and motorcycle racing in the Endurance World Championship (FIM EWC).

Steve McQueen and Ayrton Senna are figures with a historic link to the brand, which continues to include their images in its communications.