LVMH signs a 10-year partnership with Formula 1

Russell Sheldrake

The LVMH Group has just announced it will start a global partnership with Formula 1 at the start of 2025. As part of this partnership with the luxury group, three brands are going to be directly involved with the racing series, namely TAG Heuer, Louis Vuitton, and Moët Hennessy.

This news comes after the rumours circulated that Rolex had ceded its sponsorship as the official timekeeper of F1, and now it seems that this LVMH deal will be replacing that, and then some. While some details have yet to be released, it seems that TAG Heuer will be the direct replacement for Rolex as the official timekeeper, Moët Hennessy will become the official drinks sponsor, and Louis Vuitton may be the official outfitter.

The contract LVMH has signed is set for 10 years, running until 2035, which places it at a similar length to the Rolex partnership. One big question that comes out of this is if TAG Heuer will remain the sponsor of the dominant Red Bull team and reigning champion Max Verstappen once this partnership begins. It would be easy to assume that it wouldn’t be allowed if TAG do become the official timekeeper. During Rolex’s stint, they never sponsored a team or specific active driver, instead allowing Tudor to do that.

Of course, TAG Heuer, or just Heuer as it was back then, has a long history with Formula 1, with it being a massive project for Jack Heuer getting his watches on the drivers’ wrists over the years. This led to some iconic images and moments on and off the track, as well as Heuer becoming the official timekeeper in the late 1970s, deploying a bank of timers and Jean Campiche to keep track of all drivers and they sped around the circuit.

One thing is for sure, in next year’s Grand Prix and that season’s Drive to Survive, we will be seeing plenty of LVMH logos around the paddock as the luxury group looks to form a real and formative partnership with the top motor racing series in the world.