In the final laps of 2024, Louis Vuitton Moët Hennessy (LVMH) announced a historic 10-year global partnership with Formula 1, with TAG Heuer as official timekeeper, starting from the 2025 Melbourne Grand Prix.
From Moët & Chandon showering victory podiums since 1966, TAG Heuer supporting Red Bull Racing since 2016, Louis Vuitton supplying monogrammed F1 trophy trunks since the 2021 Monaco Grand Prix, to Lewis Hamilton becoming a Dior ambassador in July 2024, LVMH boasts a long, intertwined history with Formula 1.
Now, as Global Partner, LVMH brings their savoir-faire into Formula 1 in a much more powerful way, adding a layer of depth to the sport’s already rich narrative. However, this partnership isn’t about champagne, fancy LV trunks, fashion statements or watches — it’s about creating a whole new sports lifestyle deeply integrated by luxury.
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, 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,” said LVMH Group Chairman and CEO, Bernard Arnault, in a statement.
Ever since Louis Vuitton title-sponsored the 2025 Melbourne Grand Prix, exotically designed ‘LV’ and ‘Louis Vuitton’ logos have adorned circuits accompanied by massive TAG Heuer clock boards. The maison’s ‘Victory Travels in Louis Vuitton’ monogrammed trophy trunks, and Moët & Chandon’s celebratory Jeroboam showers have become permanent podium fixtures, with Belvedere entering as the official Vodka of F1. As LVMH’s pantheon of luxury maisons are already going wheel-to-wheel with high-octane motorsports, we asked India’s leading luxury lifestyle experts for their predictions on what’s next.
Endless Laps of Creative Possibilities
In Formula 1, victory is the ultimate destination for every team and driver. With this partnership, every maison under the LVMH umbrella, right from high fashion to liquor, also aims for victory. This is one of the most efficient business partnerships between two titans in their respective fields, allowing LVMH to connect with consumers as they engage in a sport they’re deeply passionate about. There’s potential for every LVMH maison to step in and enhance the trackside or race weekend experiences, which gives LVMH maisons immense creative room, ultimately fostering business growth,” comments Anita Khatri, Luxury Expert & CEO of AKLC, on the multitude of possibilities that could unfold.
She adds, “While I was excited to see the LV monogrammed trophy trunks, it only hinted at the endless creative brand integration possibilities that can be explored. LVMH will soon get experimental with leather fashion accessories across maisons, but I’d love to see their jewellery titles get an opportunity to sparkle. Bvlgari has great potential to contribute to F1, both as a watchmaker and jeweller. This is a 10-year partnership; there’s lots to unfold and endless exciting possibilities
Luxury Takes the Fast Lane
Noopur Sharma, Partner Director – Consumer Lifestyle at PR Pundit Havas Red, spotlights F1’s evolving fanbase perfectly aligning with LVMH maisons, “Netflix’s Drive to Survive played a key role in brilliantly catapulting Formula 1 right into the pop-culture spotlight, connecting the sport with a younger, more diverse, and highly engaged audience. This is precisely the demographic luxury maisons are eager to connect with. LVMH carefully connected the dots between the sport’s evolving audience, cultural relevance, and their roster of luxury brands.
While most major sporting events like the Super Bowl, the Olympics, or the FIFA World Cup, which take place sporadically, Formula 1 races appear regularly, capturing global attention every few weeks. With frequently recurring race weekends, I believe this sport is one of the most effective platforms for sustained global visibility — invaluable real estate for luxury brands looking to stay top-of-mind.
As this partnership evolves, Sharma is particularly excited about LVMH x F1’s fashion-forward collaborations. She adds, “Pharrell Williams recently took the helm as Louis Vuitton’s Men’s Creative Director, making me quite curious about his potential contributions. Already being a global cultural phenom, his ability to blend music and fashion could bring something spectacularly refreshing to the Formula 1 world. But beyond this deep-rooted marriage between luxury, fashion, and roaring automobiles, the real test is LVMH balancing its commercial goals while retaining F1’s definitive essence of speed, performance, and passion. If done right, this could completely redefine luxury partnerships in sports.
Beyond the Racetrack
Rizwan Bachav, Luxury Lifestyle Influencer, reflects on how Formula 1’s evolving fanbase, across generations and gender, presents new opportunities for LVMH, “Formula 1 has boldly evolved in recent years. What was once a niche sport with small circles of mature sports geeks following races has now become a global spectacle — attracting a new, younger generation with a fresh set of values and lifestyle interests. Considering Formula 1’s female fan following has also grown considerably, we could expect LVMH to get creative with high jewellery maisons like Bvlgari and Tiffany & Co. In similar strides, beauty and cosmetic titles like Fenty, Kenzo, or Sephora creating track-side pop-ups wouldn’t be too far a stretch. These could be brilliantly brought to life at exotic and experimental F1 destinations like Miami, Singapore, Shanghai, and Abu Dhabi. I’d also love to see Dior designing performance-focused race suits or styling F1 racers to global festivals like Cannes.
Looking ahead, Bachav believes LVMH will completely reshape the F1 fan experience. He comments, “With LVMH onboard, Formula One isn’t just about speed anymore. It’s about creating moments that are stylish, social, and memorable. For today’s younger audience, I believe these emotions matter as much as the race itself. LVMH recognizes this shift, and they’re carefully reshaping Formula 1 in a way that’s bold, modern, and young, precisely like the next generation.
Elegant Art-De-Vivre
Much like TAG Heuer becoming official timekeeper, I foresee dozens more LVMH maisons being deeply integrated into the sport, turning Formula 1 into a luxury spectacle. This will attract a new consumer base that won’t only be interested in exceptional luxury craftsmanship and trackside experiences, but also genuinely invested in F1 and its high-octane culture.” – Vivek Dhadha, Luxury Lifestyle Influencer.
Predicting that bespoke, maison-led hospitality will be pivotal in maximizing this partnership, he adds, “I strongly believe LVMH’s hospitality division has the most potential here. Enhanced race-weekend experiences crafted by Belvedere, Bvlgari Hotels, or Moët & Chandon, tailored to spotlight each maison’s unique luxury specialty and heritage, would be fascinating to see. If these experiences could be digitally amplified via influencer collaborations and storytelling-led social media campaigns, an aspirational ‘F1 luxury lifestyle’ could attract millions of new fans to the sport.
‘Time’ Will Tell
LVMH’s 10-year partnership with Formula 1 positions the luxury conglomerate at the forefront of global luxury and motorsports. While we expect this partnership to seamlessly integrate fashion, design, and bespoke hospitality experientials into race weekends, we also foresee significant opportunities for the watch industry. With TAG Heuer as the new official timekeeper, we’ve already seen impressive special edition novelties at Watches & Wonders 2025. As for deeper integration, it would be exciting to see TAG Heuer co-design watches with F1 drivers — focusing on performance and weightlessness — that could be someday accessible to consumers as well”, comments Pratiek Kapoor, Director of Kapoor Watch Co.
On the possibilities of tomorrow, Kapoor adds, “Through dynamic digital campaigns, this partnership also poses a great opportunity for motorsport fans and luxury enthusiasts to truly get behind the action, virtually rubbing shoulders with F1 pit crew members in paddocks. Done right, the LVMH x F1 partnership has immense potential to become one of the most successful cross-industry partnerships in recent history.
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