There are few weekends in the world where adrenaline and elegance coexist in perfect sync. The Grand Prix Montreal is one of them. As the engines scream down Circuit Gilles-Villeneuve, watch lovers find their own kind of thrill just a few kilometers away, inside the refined space of La Maison Monaco.
This year, from June 11 to 15, TAG Heuer, the Official Timekeeper of Formula 1, is taking over our Montreal boutique with exclusive installations that celebrate the shared DNA between watchmaking and motorsport. If you’re an enthusiast of chronograph culture or a devotee of racing precision, this is your pit stop.
The Canadian Grand Prix F1 in Montreal: Why It Matters
Every June, F1 in Montreal becomes more than just a race. It transforms the city into a global hub of performance, engineering, and prestige. As part of Formula 1’s 75th anniversary season, the 2025 Canadian Grand Prix brings together more than 340,000 fans from around the world. The air is charged with competition, and the streets pulse with the rhythm of racing.
But for collectors and horology lovers, this weekend means more than just checkered flags. It’s an annual reminder that timing is not a side story in Formula 1; it’s the core. And TAG Heuer’s F1 partnership plays a leading role.
TAG Heuer: Precision Timing at the Pinnacle of Motorsport
TAG Heuer’s Formula 1 legacy dates back to the days of Jack Heuer and the iconic Monaco. But in 2025, the brand is more relevant than ever. As the official timekeeper of Formula 1, TAG Heuer’s tech is integrated into the fabric of the sport, from split-second lap timing to real-time race analytics.
The same obsessive accuracy that drives pit crews to perfection finds its way into every TAG Heuer movement. Whether it’s the TAG Heuer Formula 1 Chronograph or the cutting-edge Solargraph, each piece is designed with performance in mind.
And during the F1 race in Montreal, that connection is more visible, more visceral, and more collectible than ever.
The Boutique Experience: What’s Happening at La Maison Monaco
From June 11 to 15, La Maison Monaco becomes a destination for racing enthusiasts and watch aficionados alike. Here’s what to expect:
Exclusive TAG Heuer Boutique-Only Models
Race-Inspired Installations that bring the speed and strategy of F1 to life.
A full immersion into TAG Heuer’s racing heritage and modern performance-driven design.
Located at Royalmount, La Maison Monaco is Montreal’s official retailer of luxury watches, making it the premier destination for collectors who want more than just a watch; they want a piece of F1.
Whether you’re shopping in-store or browsing online, this is your moment to explore timepieces that live and breathe motorsport.
For Watch Lovers and Racing Fans
We get it. You know the difference between a tachymeter and a tourbillon. You value what’s under the dial as much as what’s on it. That’s why this collaboration between TAG Heuer and F1 speaks directly to you.
This isn’t just a marketing campaign, it’s a convergence of two precision-driven worlds. At La Maison Monaco, we’re offering a curated experience that gives you access to:
Chronographs are designed with a racing heritage.
Limited-edition pieces that are as exclusive as the paddock.
A physical environment that mirrors the passion of the grid.
If you’ve ever dreamed of wearing the same brand that keeps time for the world’s fastest machines, this is your chance.
