FORMULA 1 MONACO GRAND PRIX 2026

For the fifth year running, Tag Heuer entrusted Brainstories with the artistic direction and production of its signature event at the heart of the Monaco Grand Prix. Three exceptional days aboard a yacht completely transformed for the occasion.

90 guests, the vibrant atmosphere of Monaco and a theme: ‘design to win’.
An exploration of the square in all its forms, symbols and philosophies, echoing the Monaco, one of the brand’s iconic watches.

Dinners, brunch and evening events unfolded to the rhythm of performances by Kaytranada and Adam Ten.
The centrepiece: a monumental balloon in the shape of the Tag Heuer Shield, installed at the bow of the yacht and visible from the circuit.

In the Tag Heuer box, entirely decorated in the brand’s colours, guests experienced the race from the inside, amidst a blend of speed and precision.

An exclusive weekend where the adrenaline of Monaco permeated every space, every setting and every guest.