Now Official, LVMH and TAG Heuer Become Official Partner of Formula 1 for 10 Years

While rumours had circulated for some time, the confirmation has now been made. As Formula 1 gears up to celebrate its 75th anniversary in 2025, there’s major news shaking up its sponsorship landscape. LVMH, the world’s largest luxury conglomerate, has officially signed on as a Global Partner of Formula 1 in a groundbreaking 10-year deal, with what is certainly one of the most important sports sponsorship deals ever. If no figures have been disclosed, it’s reasonable to imagine a 10-figure investment over the course of this partnership. While it will bring several iconic LVMH Maisons, including Louis Vuitton and Moët Hennessy, into the Formula 1 spotlight, our primary focus here at MONOCHROME is, naturally, on the watchmaking aspect, especially when it comes to TAG Heuer.

The agreement, set to begin in 2025, marks a significant milestone for LVMH Group, and of course TAG Heuer, a brand synonymous with motorsport heritage. The involvement of the group is obviously pivotal here and this partnership should allow TAG Heuer to secure the position of official timekeeping brand of Formula 1 (which was not precised in the group’s press release), replacing Rolex, which had held the sponsorship since 2013. It’s a strategic move for TAG Heuer, given its deep-rooted history in racing and its long-standing expertise in precision chronographs.

TAG Heuer’s Motorsport Legacy

For those familiar with TAG Heuer’s history, this partnership feels like a natural fit. The Swiss watchmaker has been closely tied to motorsport for decades, with legendary models like the Monaco and the Carrera being directly influenced by the world of racing. TAG Heuer has a long history with Formula 1, providing timing systems for the sport and establishing relationships with notable teams and drivers. Today, the brand is a partner of Red Bull Racing and world champion driver Max Verstappen, further solidifying its connection to the sport.

Now, with Formula 1’s growing global presence and cultural relevance, this new partnership will offer unparalleled visibility for TAG Heuer. It will undoubtedly be a major asset for Frédéric Arnault, CEO of LVMH Watches, and Antoine Pin, the newly appointed CEO of TAG Heuer.

As explained by Frédéric Arnault: “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.”

For watch enthusiasts and racing fans, this collaboration opens up a world of exciting possibilities. With TAG Heuer’s return as Formula 1’s official timekeeper, there’s great potential for special edition timepieces, likely inspired by the speed, technology, and design of the sport.

Stay tuned for more updates as this thrilling partnership between LVMH, TAG Heuer and Formula 1 unfolds. Additional details are expected to be announced in early 2025, as soon as the LVMH x Formula 1 partnership officially starts.