Formula 1 and LVMH: Let Everyone Race. . .in luxury

And it’s a start! This Sunday marks the beginning of the 2025 Formula 1 racing season. And this season, and for the next ten, it will be rolling in gold. . . or almost, because LVMH (the Louis Vuitton Moët Hennessy group) is now the Global Luxury Partner of Formula 1 for the next 10 years. For the 2025 season, four of its Maisons will be highlighted: TAG Heuer, Louis Vuitton, Belvedere and Moët & Chandon. Find out more about these initiatives already announced by Formula 1 and LVMH.

Formula 1 and LVMH: A stylish Australian Grand Prix with Louis Vuitton

So let’s start with what’s coming up this weekend with the first Grand Prix of the season (it all kicks off on Thursday, March 13 and the cars will be on the track from Friday). It’s the Formula 1 Louis Vuitton Australian Grand Prix 2025, named after the famous French trunk-maker. In 2025, as Formula 1 celebrates its 75th anniversary, this race promises to be more exciting than ever. Record crowds will head to Melbourne to watch the exhilarating action on the Grand Prix’s famous circuit, Albert Park, against the backdrop of Victoria’s capital city skyline.

Louis Vuitton: a synonym for victory

Louis Vuitton plays a central role in this journey of champions, reinforcing the tradition that “Victory travels in Louis Vuitton.” The slogan will be prominently displayed, in dynamic graphic form, throughout the signage at the Melbourne circuit. From the workshop to the race track, the themes of teamwork, precision and inventiveness link the two worlds of fashion and sport. The ambition for greatness shared by LVMH and Formula 1 is also represented by a new Trophy trunk, covered with the emblematic Monogram of the Maison and adorned with an iconic V. It features the green and gold colours of Australia.

In keeping with the tradition of all customized Louis Vuitton pieces, the Trophée Formula 1 Louis Vuitton Australian Grand Prix 2025 trunk is handcrafted in the House’s historic workshop in Asnières, France. It was in this workshop that the first automobile trunks were designed by Louis Vuitton’s son Georges Vuitton in 1897. Over the next 125 years, Louis Vuitton remained closely associated with automotive culture. Anticipating the rise of cars and travel, Georges developed a hard-wearing material called “Vuittonite” to cover luggage, protecting it from harsh weather conditions. This discovery would become the iconic fabric of Louis Vuitton.

“I am extremely proud that Louis Vuitton is the Title Partner of the Australian Louis Vuitton Grand Prix 2025. During this first Grand Prix of the season in Melbourne, the world’s greatest champions will embark on a journey towards excellence. Over the course of every race, the drivers and engineers—like artisans in our ateliers—demonstrate creativity, precision, and exceptional determination, each one a value held dear by Louis Vuitton,” says Pietro Beccari, Chairman and CEO of Louis Vuitton.

“Louis Vuitton, much like Formula 1, is synonymous with luxury and innovation, and as Title Partner of this year’s Formula 1 Australian Grand Prix in Melbourne, we look forward to welcoming the iconic brand to Albert Park.” Travis Auld, CEO Australian Grand Prix Corporation said.

LVMH and its Maison Louis Vuitton established their first link with Formula 1 by collaborating with the Automobile Club de Monaco, which included the design and presentation of the trophy case for the Monaco Formula 1 Grand Prix from 2021 to 2024, as well as TAG Heuer’s presence as timekeeper for the race.

TAG Heuer: An epic comeback on the racetrack dur to the Formula 1 and LVMH partnership

With only a few hours to go before the official start of the 75th season, the Swiss watchmaker is preparing to make its grand return to Formula 1 as Official Timekeeper. With a history of over seventy years of close collaboration between the Maison and Formula 1, this new alliance symbolizes luxury, precision, innovation, performance and speed.

In 1969, TAG Heuer became the first luxury brand to display its emblem on a single-seater racing car, followed by its first foray into team sponsorship in 1971. With 239 victories, 613 podiums, 9,471 points, 11 constructors ‘world championships and 15 drivers” world championships to its credit, thanks to its links with various teams, its relationship with Formula 1 has been one of the most prolific partnerships in history.

The link between TAG Heuer and Formula 1 represents the shared spirit of two iconic brands. This philosophy transcends motor racing circuits. It manifests itself in a commitment to advanced engineering, innovative technology, cutting-edge materials, remarkable precision and an unwavering dedication to continuous performance improvement.

In the early 1950s, when Formula 1 was just emerging, Heuer, as it was then called, decided to focus exclusively on the creation of wrist chronographs and watches reserved for those for whom time is the most precious thing.

During the 1960s, as Formula 1 racing grew in popularity, Heuer watches became closely associated with motorsport and the drivers, almost as much as with their wrists. One of the first key moments was undoubtedly the famous F1 driver Jochen Rindt: in 1970, he posthumously won the Drivers“and Constructors” World Championships for Lotus with the Heuer Autavia 2,446 watch, which accompanied him throughout his career.

An important moment occurred when Jack Heuer, then CEO of the family business, met a talented young driver from Fribourg, Switzerland: Jo Siffert. To help promote and support the launch of Calibre 11, a revolutionary automatic chronograph, an agreement was reached with Siffert, who would place a logo on the Rob Walker Lotus 49B and on his racing suit during the 1969 season, as well as wearing an Autavia 1163 with a white dial, powered by the new movement.

This event marked a turning point, as it was the first time that a watchmaker or luxury brand outside the traditional automotive world had sponsored a Formula 1 driver and had its logo displayed on a car. This was the beginning of a revolutionary strategy established by Jack Heuer, which would completely redefine sports marketing in the motor racing sector.

Later, the Ferrari and McLaren racing teams, in turn, became sponsored by Heuer. In 1985, Heuer was bought by the Techniques d’Avant Garde group, which also owned the McLaren Formula 1 team. The company changed its name to TAG Heuer, and its new logo appeared on the windscreen of the MP4/2C, the car that won the World Drivers’ Championship with Alain Prost in 1986. That same year, TAG Heuer launched a revolutionary new watch with a fitting name: TAG Heuer Formula 1.

The years went by and many drivers, including Ayrton Senna, Mika Häkkinen and Lewis Hamilton, won numerous Grand Prix and World Championships with a TAG Heuer on their wrist.

In 2015, after 30 years of successful collaboration, TAG Heuer and McLaren parted ways to make way for Richard Mille. In 2016, TAG Heuer joined forces with Red Bull, a team that would make an indelible mark on the world of Formula 1 in a very short space of time.

“In a sport defined by mental resilience, physical strength, strategy, innovation, and performance, it is only natural for TAG Heuer to be at the very heart of Formula 1 as Official Timekeeper” said Antoine Pin, CEO of TAG Heuer. “With decades of history in F1 connecting us to the most successful drivers and teams of all time, we are honoured and privileged to be the name connected to the very thing that defines the winner: time. As Formula 1 and their exceptional team continue to build on the amazing work that has been done to create one of the greatest properties in sport, we are excited to be part of the journey and create new stories to enrich TAG Heuer.”

As the Official Timekeeper of Formula 1, TAG Heuer will be present both on and off the circuit with signage along the track, activations in the Fan Zone and Paddock Club, and new product ranges that evoke the spirit and adrenaline of Formula 1.

Moët & Chandon: Celebrate victory with the official Champagne of Formula 1

Although the partnerships between Formula 1 and LVMH are important, what really counts is that a driver triumphs at the end of a thrilling race. And in 2025, the Italian sparkling wine FIOL will give way to Moët & Chandon champagne to mark the moment. And yes, Moët & Chandon once again becomes the official champagne of Formula 1. For more than 280 years, this house has excelled in the art of producing champagne. It has long been associated with memorable celebrations in the world of motorsport, marking victories, moments of unity and pure emotion.

Since 1950, Moët & Chandon has been celebrating the successes of the most legendary champions, such as Sir Jackie Stewart, Ayrton Senna, Nikki Lauda, Alain Prost, Mika Häkkinen, Michael Schumacher and many others. Each victory becomes even more festive, as Moët & Chandon proudly returns to the podium, ready to create new happy moments at the end of the race.

The House will also be at the forefront as the main partner of the Moët & Chandon 2025 Belgian Formula 1 Grand Prix, a race that is particularly close to the champagne house’s heart.

Moët & Chandon: A special relationship with Spa-Francorchamps

The Belgian Grand Prix at Spa-Francorchamps is much more than a motor race: it’s an event dear to all fans of Formula 1 and Moët & Chandon, especially since the Grand Prix de France was sadly abandoned a few years ago. Nestling in the heart of the Ardennes, Spa is now the closest Grand Prix to the Champagne region, making it an ideal venue for celebrating great champagne. Spa is famous for its legendary corners, unpredictability and breathtaking views, making it one of the most popular circuits for Formula 1 drivers and fans.

This race, which was already on the inaugural Formula 1 World Championship calendar in 1950, saw the legendary Juan Manuel Fangio cross the finish line first on 18 June. Two weeks later, Fangio triumphed again at the Grand Prix de France, held on the Reims-Gueux circuit in Champagne, a historic race involving two racing enthusiasts from the region, Paul Chandon-Moët and his cousin, Count Frédéric Chandon de Briailles. After the race, in a symbolic moment of shared celebration, they welcomed Fangio to the Château de Saran, on the Moët & Chandon estate, for a private toast to his victory. This moving gathering illustrates the long love affair between this brand and the world of Formula 1 racing. It is founded on a shared passion, a constant pursuit of excellence and an unrivalled joy at the feats achieved together.

A legacy to celebrate collective emotion, courtesy of Formula 1 and LVMH

The history of Moët & Chandon and motor sport goes back to 1936, when Tazio Nuvolari drank directly from a Moët & Chandon jeroboam after winning the Vanderbilt Cup.

However, the celebrations, as we know them today, only began in 1967. After winning the 24 Hours of Le Mans, Dan Gurney was presented with a giant bottle of Moët & Chandon. In a spontaneous burst of joy, he waved it in the air before sharing it with the crowd, establishing a tradition that continues to this day.

As Moët & Chandon returns to the podium, it’s the perfect opportunity to ignite new sparks of passion and bring people together to celebrate and toast the victories of today and tomorrow.

 “We are honoured and excited to return as the Official Champagne of Formula 1, celebrating a shared history of collective triumph and dedication since the 1950s. We honour the extraordinary teamwork, the unlimited precision, and the pursuit of excellence that drives both motorsport and our craft. This partnership is a tribute to the unity and shared achievements of inspiring drivers, their devoted teams, and the global community that rallies behind them. As Moët & Chandon takes its place on the podium once again, we proudly continue to craft moments of celebration that belong to everyone committed to this incredible journey.” — Sibylle Scherer, CEO and President of Moët & Chandon

“The tradition of toasting on the podium is one of the most iconic moments in our sport and we are thrilled to welcome once again Moët & Chandon as the Official Champagne of Formula 1. This partnership celebrates the history, emotion and excellence that bind Formula 1 and Moët & Chandon, to a perfect union of performance and refinement in a truly special year that sees us celebrate our 75th anniversary. The return of Moët & Chandon to the podium strengthens further the bond of our innovative partnership with LVMH and we cannot wait to toast this extraordinary collaboration together.” —Stefano Domenicali, President & CEO of Formula 1

Belvedere: The Official Vodka of Formula 1

To expand upon its decade-long worldwide collaboration with LVMH, as previously stated, Formula One unveiled a new sponsorship deal on March 5th, designating Belvedere Vodka as its inaugural official partner in this category.

This partnership marks Belvedere’s first venture into the world of sports, having previously been featured with James Bond in SPECTRE. Both brands are renowned for their heritage, excellence, and pursuit of exceptional performance. In collaboration, Formula 1 and Belvedere are sure to craft one-of-a-kind encounters, offering you, devoted motorsport enthusiasts, a truly memorable flavour of a Grand Prix.

In Australia, Belvedere will be the official sponsor of the Formula 1 Louis Vuitton Australian Grand Prix 2025 After party. This exclusive event will redefine high-end entertainment and nightlife and will feature some of the world’s most renowned DJs.  In addition, Belvedere Vodka will be served at hospitality venues, such as the Paddock Club and the F1 Garage, throughout the season. This will add even more energy to the already exciting atmosphere. Remember, if you drink, don’t drive!

The partnership between Formula 1 and LVMH promises to bring some luxurious moments, both on and off the track, during this racing season!

Get ready for the Formula 1 Louis Vuitton Australian Grand Prix 2025, which will mark the start of the 2025 season, on March 13 to 16 in Melbourne or in front of your television. In the meantime, get your tickets for the Canadian Grand Prix by following this link!

Enjoy what will certainly be an exciting and thrilling Formula 1 season!