The Formula 1 Monaco Grand Prix now has a title sponsor for the first time in its history, with TAG Heuer taking on this prestigious role. As part of LVMH’s ‘maisons’, TAG Heuer is not only the official timekeeper of F1 but also the main partner of this iconic race. LVMH’s 10-year deal with F1 has brought other brands like Moet & Chandon and Louis Vuitton into premium positions in the series, cementing the luxury conglomerate’s significant investment in the sport. Kristine Drullion, LVMH’s corporate brand strategy and activation director, sees this partnership as a reflection of ambition, audacity, teamwork, and the love for entertainment in today’s culture. TAG Heuer’s Chief Marketing Officer, George Ciz, expressed excitement over the brand’s deep-rooted connection with Monaco and the Formula 1 Grand Prix, calling it a dream come true to be the title sponsor.
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