Historic Deal: Formula 1 and LVMH Enter a Ten-Year Partnership
On 2 October, what had long been rumoured became a reality: LVMH and Formula 1 have entered into a partnership. As Formula 1 prepares for its 75th anniversary in 2025, this global partnership not only marks the end of one era but also heralds a new beginning. In this billion-euro deal, which binds LVMH to the racing series for 10 years, the luxury conglomerate gains the opportunity to showcase its portfolio of brands, comprising 75 companies in total, and to increase its visibility. Moreover, this deal signifies that LVMH will replace Rolex as the official timekeeper, thus bringing Rolex’s 12-year partnership with Formula 1 to an end.
As part of the agreement, three iconic brands from the luxury group will be at the forefront of attention. From the Wines & Spirits division, which accounts for nearly 26 brands and contributed approximately 8 percent of the company’s total revenue in 2023, Moët & Chandon could once again serve as the celebratory drink for the winner’s podium shower. This tradition was started by Moët & Chandon as the first company to officially supply champagne to Formula 1. The deal began in 1966 and lasted an impressive 33 years. From LVMH’s largest business division, Fashion & Leather Goods, which generated approximately €42.17 billion or 49 percent of total sales in 2023, Louis Vuitton is poised to take the spotlight.
The Official Timekeeper: The Role of TAG Heuer
With LVMH as the official timekeeping partner of Formula 1, TAG Heuer is set to take on what may become the most visible role among the three spotlighted brands. TAG Heuer was the first official timekeeper of Formula 1, holding this position until the late 1970s. Although the brand was already represented in Formula 1 as a partner of Red Bull and the Monaco Grand Prix, it will now be able to significantly increase its visibility and presence as the renewed official timekeeper of the entire racing series.
TAG Heuer was the first official timekeeper of Formula 1 and was responsible for timekeeping until the end of the 1970s.
This development comes at a time when the brand is experiencing its third leadership change in just one year. Antoine Pin, head of Bulgari’s watch division, replaced Julien Tornare in September, who now faces the challenge of making Hublot more mainstream. Tornare, who revitalised Zenith with his storytelling acumen, succeeded the second-youngest Arnault heir, Frédéric Arnault, as TAG Heuer’s CEO.
Hublot CEO, Julien Tornare
In an interview during the LVMH Watch Week 2024, former TAG Heuer CEO Julien Tornare revealed that LVMH is currently repositioning TAG Heuer. This repositioning will focus on higher levels of refinement and more ergonomic designs. He also emphasised that the company plans to develop new movements. Almost in contrast, TAG Heuer aims to strengthen its Connected Watches, first introduced in 2015, as a core pillar of the brand. Furthermore, the brand, which has traditionally been more popular in the United States, seeks to reignite its desirability in China. By engaging brand ambassadors like Ryan Gosling, collaborating with other brands, and participating in various events – including Formula 1 – TAG Heuer intends to increase its visibility.
This underscores LVMH’s ambition to become a larger player in the watchmaking sector, where it is currently the fourth-largest entity, after Rolex, Richemont, and the Swatch Group. To achieve this, the family-owned company is focusing on a full-fledged watchmaking offensive. Bernard Arnault has placed two of his five children in LVMH’s watch division: Frédéric Arnault, who has held a newly created role as head of the LVMH watch division – comprising TAG Heuer, Hublot, and Zenith – since January 2024, and the youngest son, Jean Arnault, who leads Louis Vuitton Watches. The latter is the driving force behind the Louis Vuitton Watch Prize for Independent Creatives and the revitalisation of the Daniel Roth and Gerald Genta brands, with which the youngest Arnault aims to make his mark on watchmaking history.
Formula 1 and LVMH: A Historic Deal
Having already invested in the Olympic Games, the FIFA World Cup, and the American NFL, the partnership with Formula 1 – with a rumoured investment volume of up to one billion euros – is the next logical step in expanding LVMH’s presence and boosting the visibility of its brands. Bernard Arnault, CEO of the LVMH Group, expressed it this way: “People, the pursuit of excellence, and a passion for innovation are at the heart of the activities of our maisons and Formula 1. In motorsport, as in fashion, watchmaking, or wines and spirits, every detail matters on the road to success.”
The ‘First Omega in Space’ returns to the collection. This watch, one of the most sought-after timepieces from Omega, is a true icon. It now appears in a modern version with an updated movement and Co-Axial Master Chronometer certification. The famous timepiece, originally marked with reference number CK 2998, first appeared in 1959. It belongs…
Following the cancelling of Baselworld and SIHH, retailers and the media alike will be pleased to learn that Geneva Watch Days is hosting the only Swiss watch fair of 2020 to be attended in person. A number of luxury brands will be attending the event, which will take place in downtown Geneva between August 26…
Ressence and Sotheby's have announced the winner of their #WatchesAgainstCovid19 competition. Numerous watch enthusiasts designed their own creative interpretations of Ressence’s Type 1 Slim. The winning watch is a highly colourful piece and its designer is an English father-of-two, Yorkshireman Raymond Ramsden. Throughout the competition, the dial was designed by an array of competitors from around…
Year after year, the so-called Patek Philippe Run-Out List causes a stir in January. Jewelers and authorized dealers receive this list, which names the models that will soon no longer be available. Last year, news made the rounds that the sought-after Nautilus with a blue dial would be discontinued. This year it hits not only…
Following the unprecedented departure of brands including Rolex, Patek Philippe, Chopard and Chanel, Baselworld's MCH Group and representatives of exhibitors have agreed on a settlement for the cancelled Baselworld 2020. However, the MCH Group has also confirmed that Baselworld will not be taking place in 2021. The solution was drawn up in collaboration with the…
For the first time, the Porsche Design Custom-built Timepieces Programme allows customers to create a wristwatch that perfectly matches their Porsche 911. Based on the Chronotimer Series 1, more than 1.5 million possible combinations can be configured online – from titanium cases to bespoke wheel rotors modelled on the original Porsche 911 Carrera rims. More…
The Louis Vuitton Watch Prize for Independent Creatives announced its first winner yesterday, on February 6, 2024, with Raúl Pagès and his RP1 - Régulateur à détente winning the inaugural holding of the competition. Raúl Pagès received a silver spiral trophy inspired by a balance wheel – the essential element for the precision of a…
The Swiss watch brand Tudor is celebrating a milestone in Berlin: in partnership with retailer Wempe, the brand unveiled its first monobrand boutique in the German capital on 25 November 2024. Situated at the exclusive address Kurfürstendamm 26a, the boutique becomes the fourth of its kind in Germany and marks the latest addition to Tudor’s…
With its new watch Subscription Service #BreitlingSelect, the brand wants to offer their customers the opportunity to test-wear their watches before purchasing their desired model. Therefore, all subscribers have the chance to wear up to three Breitling watches consecutively within a 12-month period. How does it work? After registering on www.breitling.com, subscribers will sign a…
A. Lange & Söhne has been a partner of the Concorso d'Eleganza Villa d'Este since 2012 and is once again awarding a special edition to the winner of the competition for classic automobiles this year. From 24 to 26 May, lovers of outstanding classic vehicles will meet in Cernobbio in northern Italy with a view…
Jaeger-LeCoultre's manufacture is tucked away in the lush green Vallée du Joux. Yet this November, the horology house went mobile with a new pop-up, starting its journey in the alpine city of Munich, Germany. Lasting almost two weeks from November 3 to 15, the Reverso Timeless Stories exhibition opened to the public, educating visitors about…
At this year's United Nations World Oceans Day, which took place online, Swiss watchmaker Blancpain served as the official presenting partner. The theme for 2021 was "The Ocean: Life and Livelihoods". Among others, those participating included the likes of the Secretary-General of the United Nations and actor Sam Waterson. Working with expeditions Ever since its…
On 2 October 2024, what had long been speculated became reality: LVMH and Formula 1 announced their partnership. In this year, as Formula 1 celebrates its 75th anniversary, the global alliance marks not only the end of an era but also the beginning of a new chapter. This deal also signifies the conclusion of the…