You can clearly see the Jean-Claude Biver effect on TAG Heuer these days. The big cheese at replica TAG Heuer watches sale has ramped up the celebrity studded photo opportunities dramatically. Incidentally, the cheese he is cutting in the picture above is from his own Swiss dairy farm. Let’s hope model Cara Delavigne looking on isn’t lactose intolerant.

The history of TAG Heuer is closely linked with the Automobile Club of Monaco. From Juan Manuel Fangio to Fernando Alonso and Jenson Button, the greatest motorsport champions have all played their part in the TAG Heuer legend. It’s the same for all motorsport races but the highlight is the most prestigious race and one of the oldest motor races in the world: The Monaco Grand Prix. At this circuit, TAG Heuer occupies its own special place.

The Swiss replica Breitling watchmaker is the name behind some of the greatest Monaco Grand Prix winners: Niki Lauda, Jody Scheckter, Alain Prost, Ayrton Senna, Mika Hkkinen, David Coulthard, Kimi Rikknen, Fernando Alonso and of course, Lewis Hamilton, all TAG Heuer ambassadors who have taken the chequered flag here.

Since 2011, TAG Heuer and the Automobile Club of Monaco have been strengthening their relationship even further by signing a historic and now all-encompassing agreement: Official Partner, Official Watch and Official Sunglasses.

The night before the race, on-board the yacht SeaDream, which was moored in the Principality’s harbour and decked out in brand colours, Jean-Claude Biver, President of the LVMH Group Watch Division and CEO of TAG Heuer, welcomed guests of the brand to an exclusive party. New brand ambassador English fashion model, 22 year old Cara Delevingne (who also started the Grand Prix as a “Grid Girl”), Real Madrid footballer Cristian Ronaldo , racing drivers Jenson Button and Fernando Alonso and the McLaren-Honda Team, with whom TAG Heuer is celebrating 30 years of partnership this year – the longest partnership in F1.

A few key dates

1969: TAG Heuer is the first Breitling fake watchmaking brand to sponsor a professional driver, Jo Siffert.
1971: A TAG Heuer watch shared top billing with Steve McQueen on the poster for the film Le Mans.
1971-1979: TAG Heuer is the 1st watchmaker affiliated to a Grand Prix team, the Scuderia Ferrari team.
1985 to date: Over the course of their 30 year partnership, the longest in Formula 1 history, TAG Heuer and McLaren have clocked up the most number of Monaco wins (15).
1992-2003: Official Timekeeper of Formula 1 – 1/1,000 of a second.
2004-2006 and since 2014: Official Timekeeper of the Indy Racing League and the legendary Indianapolis 500 – 1/10,000 of a second.
2011 to date: Official Partner of the Monaco Grand Prix with the Automobile Club of Monaco.
Since 2014: Official Timekeeper of Formula E, the first Championship for fully electrically powered single-seater cars.
Since 2015: Official Timekeeper and Official Watch of Nissan Motorsport, the 24 Hours of Le Mans and the World Endurance Championship.