For the first time in its illustrious history, the Formula 1 Monaco Grand Prix has a title sponsor, with TAG Heuer claiming the distinct honour.
As one of LVMH’s ‘maisons’, the luxury watchmaker was announced earlier this year as F1’s new official timekeeper and also as the main partner of arguably the most iconic race on the calendar.
LVMH has a 10-year deal in place with F1 that has seen a number of its brands enter the series in premium positions, which is to be expected given the reported $1billion the French-based luxury brand conglomerate has shelled out to do so.