Tag Heuer Clocks In As Title Sponsor for Formula 1 Spanish Grand Prix

The Formula 1 Spanish Grand Prix is set to elevate its prestige with a significant new partnership, as Swiss luxury watchmaker Tag Heuer has been announced as the event's title sponsor. This exciting development was unveiled on Saturday, September 13th, during a special countdown event held in Madrid’s iconic Puerta del Sol. At precisely 3 p.m., the exact time the 2026 race is scheduled to begin, a colossal Tag Heuer clock was ceremoniously activated, marking the start of this new chapter.

This comprehensive agreement is poised to significantly strengthen Tag Heuer's long-standing legacy in motorsport, guaranteeing the brand a highly visible and pervasive presence across all facets of the Grand Prix. The partnership will feature exclusive fan experiences and engaging on-track activities, aligning perfectly with Tag Heuer’s broader role as Formula 1’s official timekeeper from 2025. This latter commitment stems from a landmark ten-year global agreement inked between LVMH, Tag Heuer’s parent company, and the championship itself.

The newly christened Formula 1 Tag Heuer Gran Premio de España 2026 is scheduled to thrill audiences from September 11th to 13th, hosted at the state-of-the-art IFEMA Madrid exhibition center in the Spanish capital. The selection of these specific dates has necessitated a schedule adjustment for IFEMA, particularly impacting the summer edition of Momad, the prominent fashion and accessories trade show. To prevent any direct conflict with the high-profile sporting event, Momad's dates will now be shifted to July.

Established in 1860 by Edouard Heuer in Switzerland, Tag Heuer has grown into a globally recognized luxury brand, now operating under the prestigious LVMH group. Since 2020, the company has been under the leadership of Antoine Pin. With its headquarters nestled in La Chaux-de-Fonds, Tag Heuer boasts an impressive international footprint, extending its reach to 139 countries through a robust network that includes 260 directly operated stores and over 2,300 additional points of sale. Its celebrated portfolio encompasses a diverse array of iconic watch lines, such as Carrera, Monaco, Autavia, Link, Aquaracer, Formula 1, and Connected.