In time for Method 1’s seventy fifth anniversary subsequent 12 months, LVMH will grow to be a International Accomplice from 2025 in a brand new 10-year settlement. There was numerous hypothesis inside the trade on which of its model(s) LVMH will choose to place into the highlight — with the probably candidate being TAG Heuer — and right now we study that the posh manufacturers group will in actual fact be together with a number of of its “Maisons,” together with Louis Vuitton, Moët & Chandon, and TAG Heuer.
The official press launch from Method 1 and LVMH describes the deal as an “unprecedented settlement between the world chief in luxurious and the head of motorsport” which can launch subsequent season “at a time of unbelievable ongoing recognition (…).” Method 1 (or F1) sponsorships are something however a brand new factor for luxurious watchmakers. Seven out of the ten groups on the present grid have a luxurious watch sponsor, together with LVMH-owned TAG Heuer with this 12 months’s defending champion Crimson Bull, in addition to rival watch manufacturers similar to Tudor, IWC, H. Moser & Cie., Girard-Perregaux, and Richard Mille.
LVMH turns into F1 International Accomplice from 2025 in historic ten 12 months deal. Left to proper – Stefano Domenicali, President & CEO of Method 1, Bernard Arnault, Chairman & CEO of LVMH Group, Greg Maffei, President & CEO, Liberty Media, and Frédéric Arnault, CEO of LVMH Watches. Supply: Formula1.com
The one model to rule all of them was, you guessed it, Rolex, who has been the Official Timekeeper and International Accomplice of Method 1 since 2013 having, funnily sufficient, taken the highlight from TAG Heuer on the time. Since then, Rolex has been a title sponsor of quite a few races each season, and has had its title plastered over each single racetrack the flying circus visited — aside from Monaco the place TAG Heuer has managed to pose because the official watch of the grand prix.
Historical past lesson over, what we’re to look ahead to is LVMH unleashing all its may over Method 1 to push its luxurious merchandise to what’s a revitalized, extra concerned, youthful, and extra world viewers of the game. Liberty Media took over Method 1 in 2017 and since then has reworked the picture of the “pinnacle of motorsport” via a extra pronounced presence on YouTube, social media, in addition to Netflix’s Drive to Survive.
Private drama and rivalry has been a core aspect of Method 1 ever since its very first official season commenced in 1950. Right this moment, driver’s are sometimes contractually obliged to spend extra time in entrance of the digital camera, and far of that point they’re visibly rocking a luxurious watch, in addition to different objects similar to attire, sun shades, and different equipment, turning them into fan-favorite billboards for manufacturers.
Commenting on the information Stefano Domenicali, President and CEO, Method 1, mentioned:“Our sport is based on the relentless pursuit of excellence, a worth that additionally lies on the coronary heart of LVMH, so I’m delighted to announce this historic partnership will start in 2025.” The humorous factor is that the exact same message was used to resonate with Rolex’s “perpetual quest for excellence” — which is to say that will probably be all the way down to probably the most proficient advertising groups inside LVMH and its subsidiaries to attempt to place their merchandise in Method 1 in an genuine, novel, and seamless manner.
Clearly, LVMH has massive plans with Method 1, as is implied by the 10-year scope of the partnership, in addition to the truth that it’s already planning to maneuver Louis Vuitton into each trophy celebration by manufacturing instances for the {hardware} and Moët & Chandon by having drivers splash it off the podiums. TAG Heuer is reported by the WSJ to interchange Rolex as the game’s official timekeeper.
We look ahead to seeing what the mighty powerhouse of LVMH and its many succesful subsidiaries will do with this promising new partnership. Till then, you can learn more at the company’s website.
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