As Formula 1® prepares to celebrate its 75th anniversary in 2025, it was announced today that LVMH will become a Global Partner starting in 2025 under a new 10-year agreement. As part of the deal, several of LVMH’s iconic Maisons will be involved in the partnership, including Louis Vuitton, Moët Hennessy, and TAG Heuer. However, the LVMH partnership has also sparked conversation around the end of another major alliance – Rolex’s departure as F1’s official timekeeper. This unexpected exit has left many wondering if Formula 1’s shift from a niche sport to a global entertainment phenomenon might be at odds with Rolex’s values, despite the brand’s decade-long role at the heart of F1.
The groundbreaking partnership between the world leader in luxury and the pinnacle of motorsport will commence at the beginning of the next season, at the height of the sport’s popularity. This agreement represents a huge stage for the LVMH brand and its Maisons, as Formula 1 drew 6 million live spectators and a cumulative TV audience of 1.5 billion in last year’s 24 races. The average audience per race is around 70 million, while it can reach peaks of 100 million during the most coveted races. F1’s social media fans reflect similar engagement, with the competition boasting a whopping 60 million followers across all its platforms.
Yet this partnership goes far beyond mere sponsorship; it is a true convergence of values. At the crossroads of the LVMH Group’s values of creativity and excellence with Formula 1’s innovation and high-performance, the partnership will bring together the best of these two worlds and provide unparalleled experiences, combining thrilling sport and elegant “art de vivre,” wheel-to-wheel racing, and time-tested craftsmanship for enthusiasts, fans, and clients. This collaboration also aligns with F1’s objective of providing a more luxurious experience for its hospitality customers. Bernard Arnault, CEO of LVMH, emphasized this shared vision, stating, “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.” This sentiment mirrors F1’s quest for excellence, making the partnership more of a collaboration of values than merely a branding opportunity.
@f1 and @lvmh
Moët & Chandon is also set to make a return to Formula 1. The brand was the official champagne for the competition from 1966 to 1999, and again briefly from 2019 to 2021, before stepping aside for Ferrari Trento’s Italian sparkling wine. This partnership could bring back the iconic image of Moët & Chandon at the F1 podium celebrations, reconnecting fans with a historic brand that has long been part of the sport’s tradition.
TAG Heuer has long been a familiar presence in Formula 1, initially partnering with McLaren and later serving as the official timekeeper for Red Bull Racing since 2016. With their contract with Red Bull set to expire at the end of this year, the timing is perfect for the brand’s upgrade to official timekeeper for Formula 1 itself. This shift reinforces TAG Heuer’s deep commitment to the sport and marks a new chapter in their F1 legacy. The signing of this contract has confirmed speculations on the end of Rolex’s and Formula 1’s partnership. This comes as a surprise to many, since the Swiss watchmaker has been the official timekeeper of some of the most exclusive global sporting events. Speculations claim, even though the details are not official yet, that TAG Heuer will be paying $150 million per year to replace Rolex, almost three times the amount paid by the latter, underscoring Formula 1’s transformation from a niche sport to a global mainstream event. This shift could potentially be linked to Rolex’s decision to end its long-standing relationship with F1.
@tagheur
The ties between Rolex and Formula 1 run considerably deep. Since 1968, the brand has been associated with Sir Jackie Stewart, three-time FIA Formula 1® Drivers’ World Champion, who said, “I think I still want to be a champion at whatever I do – and that’s still a challenge. When I look at my Rolex watch today, I see all of that.” In 2013, Rolex became the Official Timekeeper and Global Partner of the FIA Formula 1 World Championship, marking a significant milestone in the brand’s longstanding involvement in motorsport. Formula 1 represents the highest level of automotive engineering, technological advancement, and competitive spirit; values that align perfectly with Rolex’s brand ethos of precision, excellence, and innovation. As the Official Timekeeper, Rolex was responsible for measuring and broadcasting the critical moments that define the sport, where mere thousandths of a second can separate victory from defeat.
@mercedesamgf1
LVMH has stated that the details of the contract will be released in 2025, but one thing is certain: Rolex will end its partnership with Formula 1. The question remains – was it merely a matter of money, or something more? Many speculate that the real reason Rolex interrupted its partnership with the competition is because the values represented by Formula 1 have shifted too far from their origin. Perhaps Liberty Media’s vision for the Formula 1 brand no longer aligns with Rolex’s commitment to prestigious partnerships with sports that truly represent the passion for perfection and exclusivity that Rolex embodies.
@scuderiaferrari
