Earlier in the year rumours began flying that Rolex would be stepping down from its position as the lead watch and official timing sponsor of the Formula 1 circuit. At the time people immediately began to speculate that Tag Heuer would be stepping up to fill the void and now it has been confirmed that those rumours are true. Although alongside Tag Heuer, the watchmaker’s parent company LVMH is also stepping into the Formula 1 realm as well.
The deal between F1 and LVMH kicks in from 2025 and consists of a 10-year global partnership. The precise details of the partnership are sparse on the ground but it has been confirmed that Tag Heuer, Louis Vuitton and Moët Hennessey will all have a role.
TAG Heuer Formula 1 Kith
If I had to guess: Tag Heuer will become the timing partner, Moët Hennessey will provide the podium champagne and Louis Vuitton will likely be in charge of trophy presentation like they’ve done in other sports (and eSports). It’s not that surprising that this is happening considering that when Frédéric Arnault was CEO at Tag Heuer he made a big deal of F1 being a huge part of their plans for growth – they even have a collection called the Formula 1 that includes high profile collaborations with the likes of Mario and Kith. And now that he’s CEO of LVMH Watches, he can help to make that a reality.
Stefano Domenicali, President & CEO of Formula 1, Bernard Arnault, Chairman & CEO of LVMH Group, Greg Maffei, President & CEO of Liberty Media, Frédéric Arnault, CEO of LVMH Watches.
Regarding the partnership Frédéric said, “In recent years, Formula 1 has truly become one of the most desirable sports in the world. It’s a vibrant discipline that echoes a number of values that are very important to us, such as innovation, team spirit and performance. For many years, several of our Maisons have also chosen to invest in Formula 1, whether to create unique experiences or for moments of celebration. With our Maisons and the expertise of our Group, we want to further grow this experiential dimension that Formula 1 provides all over the world. We are only at the very beginning of this partnership, but the seasons that await us promise to be extraordinary.”
More details at LVMH and Tag Heuer.
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The car in the first picture is not a Formula 1 car but a Formula E.
A good catch! Our interest leans towards the watches rather than the cars, we will correct this shortly.
Best,
Michael
Oracle Time