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News LVMH Crowned as Official Partner of Formula 1 Starting in 2025

Confirming the rumors and opening a new chapter in both watchmaking & motorsport

ByWaqt

03.10.2024

2 minutes read

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As Formula 1 gears up to celebrate its 75th anniversary in 2025, a major shift in its global sponsorship landscape has just been announced. LVMH, the luxury giant, will become a Global Partner of Formula 1 starting in 2025, as part of a landmark 10-year agreement.

This new partnership will see several of LVMH's iconic brands, including Louis Vuitton, Moët Hennessy, and TAG Heuer, playing prominent roles in the collaboration. The announcement also confirms widespread rumors about Rolex ending its 11-year global sponsorship of Formula 1 racing.

You know how IWC sponsors Mercedes, Richard Mille sponsors McLaren, and Girard-Perregaux sponsors Aston Martin? Instead of sponsoring individual teams, Rolex took on the role of Formula 1's World Timekeeper. The brand partnered with the event organizer, the International Automobile Federation (FIA), in 2013, ensuring strong brand presence at every racetrack throughout the race. While other brands aligned themselves with teams and drivers, Rolex maintained its visibility across the entire event.

Since the inception of Formula 1 in 1950, LVMH and its Maisons have been closely tied to the sport, particularly TAG Heuer, a brand steeped in motorsport heritage. With this rich history, we can expect exciting new releases from iconic lines like the Carrera and Monaco, and possibly even an entirely new collection.

This new partnership marks a thrilling new chapter for both Formula 1 and LVMH, as each Maison will bring its distinctive expertise, heritage, and energy to elevate this collaboration to new heights.