As Formula 1® approaches its 75th anniversary, the world of motorsport is set for a major shift. It was announced today that LVMH will become a Global Partner from 2025 under a new 10-year agreement, leading to the end of Rolex’s long-standing partnership. Instead, the spotlight will be on watch brands under LVMH’s stewardship, such as TAG Heuer, which already sponsors the current F1 World Championship-winning Red Bull Racing team.
Launching at the start of the 2025 season, this landmark collaboration with the luxury giant will involve several of LVMH’s iconic Maisons, including Louis Vuitton, Moët Hennessy, and TAG Heuer. The partnership will celebrate Formula 1’s soaring popularity and cultural impact, blending sport with artful luxury.
Uniting LVMH’s values of creativity and excellence with Formula 1’s spirit of innovation and high-performance, the partnership promises to deliver unparalleled experiences, from bespoke hospitality to unique activations and limited-edition releases. Fans can look forward to an infusion of high fashion, exquisite craftsmanship, and thrilling wheel-to-wheel action on the track.
With both Formula 1 and LVMH sharing a rich history and an entrepreneurial spirit, this collaboration aims to write a new chapter for the sport, heightening the spectacle with a perfect mix of adrenaline and luxury. Further details of this exciting partnership will be revealed in early 2025.