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When LVMH is injecting an estimated $ 1 billion agreement with the formula of one night last year, it marks a change for sports company involvement.
F1 is the most greater motorport, with 24 races around the world. Lvmh’s 10-year collaboration involves three of its brands participating in the events, including tag heuer replacing Rolex as the official timekeeper and bespoke Louis Vuitton trophy trunks being gifted to winners.
This past week, while teams prepared for Monaco Grand Prix, Lvmh Chief Bernard Ardanult who visited the Red Bull Paddock with his sons: Frédéric, CEO of Loro Piana responsible for F1 Partnership; Alexandre, the representative CEO of wines and spirits divided; and Jean, Louis Vuitton Director.
Tag Heuer becomes official F1 Tchekeeper and first title sponsor for Monaco race. The brand has a high city-state connection, designing a watch collection of “Monaco” watches in 1969. It also has a line of F1-OLED watches As £ 4,750.
The revision of its timeliness, which is ultimately the official timekeeper in 2003, labeled lvmh watch label guarding shoppers’ radars.
“Since the beginning of 2025, traffic is double-digit stores,” Tag Heuer’s CEO Antoine Pin told Vogue business. “We changed production smaller with car-related models, such as Carrera and Monaco [to meet demand]. These models pull the business ahead, which is also the reason I think F1 works. “
F1 visibility can reap benefits for hours, too. Although its events attracts a lister in the world, F1 races ask a younger and wider demographic, which extends their view and interest. Netflix’s Drive to live The show also helps to feel the sport Much by looking at a view what keeps behind the scenes.
These bodies are good for tag heuer, growing in traction. it outstanding In F1 Races (others, such as Monaco, more than others), which lasts throughout the year and can be a historical relationship with F1.
The position of the HEUER tag jumps to the top 20 Swiss Watch Barats by sale from the 15th of 2023, according to a report published by Morgan Stanley and was delayed last year.
“We are in a phase where we place our paper as the timekeeper. In the future, we can refer to [our message] In the odd aspect of the formula one and the emotions it creates, all who have contributed to its continuing appeal, “says the pin.
LVMH makes the worlds in sports in many ways than F1. The company is associated with Paris Olympics Last yearWith Capumet who designed the medals of winners and Louis Vuitton who made medals stems that dropped them until they were granted.
Louis Vuitton is the title of America’s Cup partner in Barcelona, a collaboration of sailing championship starting to come back Up to 1983.
Last year, Conglomerate also bought a majority stake in Soccer Club Paris FC, while Chanel became official spouse for the UK in the Boat among Oxford and Cambride Universities.
LVMH and other luxury players can use an injecting sense today, especially the continued growth of luxury while a global trade war is driving uncertainty.
the Crossing In luxury and sport allow label labels to influence various groups of buyers through athletes and events. If successful, they can attract more audience, for sporting and brand activity.
LVMH representatives do not immediately return the fortune request for comment.
This story originally shown Fortune.com
