Formula One's showcase Monaco Grand Prix will have a title sponsor, TAG Heuer, for the first time in nearly 100 years as a result of the sport's new partnership with French luxury giant LVMH.

PARIS - No matter how winding the Formula 1 track gets in Monaco, Tag Heuer won't be missing a turn. The Swiss watchmaker has been named the title partner of the May 25 race that will now be formally known as Formula 1 Tag Heuer Grand Prix de Monaco,

Following TAG Heuer ’s appointment as the official timekeeper for Formula 1, the LVMH-owned brand now also becomes the first title partner in the nearly 100-year history of the Grand Prix de Monaco — marking a historic moment for both the race and the renowned Swiss watchmaker.

“This is a truly fantastic moment in Formula 1 history as TAG Heuer becomes the first-ever Title Partner of the Grand Prix de Monaco, a circuit that featured in the sport’s very first season in 1950, and with which we mark our 75th anniversary this year,” F1 CEO Stefano Domenicali said.

Formula One's showcase Monaco Grand Prix will have a title sponsor, TAG Heuer, for the first time in nearly 100 years as a result of the sport's new partnership with French luxury giant LVMH. The watch brand,

Now in another first, the Monaco Grand Prix has a title sponsor. Since the first race in Monaco in 1950 the event has simply been known officially as the Formula 1 Grand Prix de Monaco. But starting with this season TAG Heuer is joining as a Title Partner of the race,