2025 marks the 75th anniversary of Formula 1, and to celebrate the global luxury giant, LVMH will be there on the grid for the start of a historic 10-year deal!
Today marks the end of months of speculation that Rolex will be exiting Formula 1 motorsport after 10 years of success with the sport. In its place will be a selection from the suite of LVMH brands. Rolex has been at the forefront of Formula 1 since 2013 and it is understood as of next year, the giant that is LVMH will be replacing it in a never-before-seen deal that’ll stretch from 2025 through 2035. While we don’t know the exact nature of the deal yet, we assume that TAG Heuer will play a large role in this, given their strong association with both motorsport, F1, plus they have watches named after the sport and its races.
LVMH has been a part of Formula 1 since 1950 in some way shape and form, most predominantly known is the association TAG Heuer has with the sport – more recently as the timepiece sponsor of Red Bull Racing. But LVMH has a stable of Maisons that will fit, such as Moët Hennessy and Louis Vuitton, which the company has specifically called out will have major involvement.
What does this mean for the future of the sport? We can only surmise that this will help not only with hospitality given LVMH has a range of brands and products that will fit – we can see the drivers spraying themselves down on the podium with a large bottle of Moët can’t you? But also many other brands and products across the group to outfit staff, provide accommodation, and clothing etc.
“Our sport is founded on the relentless pursuit of excellence, a value that also lies at the heart of LVMH, so I am delighted to announce this historic partnership will begin in 2025. As Formula 1 continues its global growth, attracting new and more diverse audiences, the strength and breadth of LVMH makes it the perfect partner for us to work with as we look to continually enhance the experience of our fans and the heritage of our incredible sport. This is a landmark partnership for both companies, and I would like to thank Bernard and Frédéric Arnault for their vision and commitment to bring this to life.”
Stefano Domenicali, President and CEO, Formula 1
On the flip side, the global phenomenon that now is F1 thanks to Netflix’s Drive to Survive series that over the last few years has helped to promote the F1 and garner record attendance at the races, not to mention record viewership on broadcast channels will help propel LVHM’s associated brands forward and place them even more on a global stage!
In a statement from Bernard Arnault, CEO and Chairman of the LVMH group, he said:
“The people, the quest for excellence and the passion for innovation are at the heart of the activity of our Maisons and Formula 1. In motorsport as in fashion, watchmaking or wines and spirits, every detail counts on the path to success. Both in our workshops and on circuits around the world, it is this incessant search to break boundaries that inspires our vision, and this is the meaning that we want to bring to this great and unique partnership between Formula 1 and our Group.”
While we are yet to know any specific details of the deal, we will hopefully be keeping you up-to-date as new information comes to light. So, stay tuned!
