The ten-year global partnership announced between the luxury group LVMH and Formula 1 last October, launched this weekend at the Formula 1 Louis Vuitton Australian Grand Prix 2025, at the Albert Park Circuit in Melbourne. The event marked the beginning of Formula 1’s 75th anniversary year.
Image Source: Formula 1
Held at Albert Park Circuit in Melbourne, during the weekend of 14–16 March, Louis Vuitton Formula 1 Australian Grand Prix 2025 was the first round of the 2025 Formula One World Championship. The season features 24 races, starting in Australia and concluding in Abu Dhabi on Dec. 7, with F1 Sprint events at China, Miami, Austin, Qatar, Belgium and Brazil.
The ten-year sponsorship will put LVMH-owned luxury brands at the centre of motor racing’s premier events. As Title Partner of the Formula 1 Louis Vuitton Australian Grand Prix 2025, Louis Vuitton unveiled the Trophy Trunk sheathed in its signature monogram and the host city’s symbolic colours: green and gold.
Louis Vuitton proudly unveiled the Trophy Trunk
As Official Timekeeper of Formula 1, TAG Heuer presented the official pit lane clock. This custom-engineered timepiece drew inspiration from the 1986 TAG Heuer Formula 1 collection, synchronised with the Formula 1 timing system. TAG Heuer also unveiled the TAG Heuer Monaco, a monumental clock strategically placed in the VIP areas of the paddock and exclusive F1 lounges.
The Formula 1 Louis Vuitton Australian Grand Prix 2025 also marks the return of Moët & Chandon to Formula 1, reclaiming its place at the podium celebration. As Formula 1 celebrates its 75th anniversary, Moët & Chandon presents the Celebratory Jeroboam as a tribute to the spirit of collective celebration.
The synergy between LVMH and Formula One
Formula 1 is the premier motor sport discipline with a tailor-made fan base, a coveted demographic for many brands. Every Formula 1 season is a physical and technological adventure that keeps audiences around the world. With the excitement of the sport combined with the allure of luxury, the events have become a luxury signifier. This is when luxury fashion stepped in.
In October 2024, Formula 1 inked a historic ten-year global partnership with French luxury goods company LVMH. This partnership creates a synergy that reflects the shared values of both brands — performance, prestige, and the pursuit of perfection.
“The people, the quest for excellence and the passion for innovation are at the heart of the activity of our Maisons and Formula 1. In motorsport as in fashion, watchmaking or wines and spirits, every detail counts on the path to success,” said Bernard Arnault, Chairman and CEO, LVMH Group. “Both in our workshops and on circuits around the world, it is this incessant search to break boundaries that inspires our vision, and this is the meaning that we want to bring to this great and unique partnership between Formula 1 and our Group.”
Formula 1 inks a ten-year global partnership with LVMH to mark its 75th anniversary in 2025.
“Our sport is founded on the relentless pursuit of excellence, a value that also lies at the heart of LVMH,’ said Stefano Domenicali, President and CEO, Formula 1. “As Formula 1 continues its global growth, attracting new and more diverse audiences, the strength and breadth of LVMH makes it the perfect partner for us to work with as we look to continually enhance the experience of our fans and the heritage of our incredible sport. This is a landmark partnership for both companies, and I would like to thank Bernard and Frédéric Arnault for their vision and commitment to bring this to life.”
LVMH’s synergy with sport is far from new. Astride the partnership between LVMH and Paris 2024, the luxury house has collaborated with athletes such as Rafael Nadal, Cristiano Ronaldo, Roger Federer, and Lionel Messi. Moreover, LVMH extends its support to the Paris olympics, underscoring its commitment to excellence.
“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,” said Frédéric Arnault, CEO, LVMH Watches. “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.”
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
