LVMH’s Strategic Partnership with Formula 1

For the first time ever, the prestigious Monaco Grand Prix has a title sponsor – TAG Heuer. As one of LVMH’s ‘maisons’, this luxury watchmaker was announced earlier this year as F1’s new official timekeeper and main partner for the iconic race on the calendar.

LVMH’s 10-Year Deal with Formula 1

With a 10-year deal in place, LVMH has made a significant investment in Formula 1, reportedly spending $1 billion to secure premium positions for its brands. Alongside TAG Heuer, Moet & Chandon is back as the champagne provider and title sponsor of the Belgian Grand Prix, while Louis Vuitton holds the same naming rights for the Australian Grand Prix and provides the podium silverware in ‘trophy trunks’.

This investment offers LVMH a prime opportunity to be at the forefront of Formula 1 as it continues its current boom. “It captures a lot of things,” said Kristine Drullion, corporate brand strategy and activation director during an LVMH panel at the Autosport Business Exchange: Monaco. “What it captures about the spirit of our time is really this velocity of ambition and velocity of audacity.

TAG Heuer’s Connection with Monaco

For TAG Heuer, in particular, partnering with the Monaco GP continues an association with the region. “Monaco has been kind of the spiritual home of our brand,” explained George Ciz, chief marketing officer of TAG Heuer. The links between the brand and this Principality are profound, with their most iconic collection, the TAG Heuer Monaco, introduced in 1969 after Jack Heuer, the leader of the brand at the time, fell in love with the Principality and the grand prix.

Since then, this watch has become an absolute icon, and TAG Heuer has been part of the Grand Prix in various capacities, from being partners of Formula 1 from 1992 to 2003, partnering with numerous teams like Ferrari, McLaren, and Oracle Red Bull Racing, and supporting many drivers who have worn their watches. To be the title sponsor here is a dream come true for TAG Heuer. “We weren’t even hoping for it in our wildest dreams,” Ciz added, “and somehow, through a serendipitous situation, it happened, and we’re just incredibly excited.” They refer to the Monaco Grand Prix as an institutional moment for them.