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In a defining move for both fashion and sport, LVMH has entered a landmark 10-year partnership with Formula 1. This collaboration isn’t just about visibility, it’s about rewriting the rulebook on how luxury brands engage in high-octane, global entertainment ecosystems.
Published On: September 1, 2025
Now, as F1 hits its mid-season summer break, we look at how two of LVMH’s flagship maisons, Louis Vuitton and TAG Heuer, are not only present in the world of Formula 1, but actively shaping its cultural narrative.
As the Official Timekeeper of Formula 1, TAG Heuer has driven significant cultural and media impact throughout the season. Since the announcement of the LVMH x F1 partnership, TAG has generated:
Tag Heuer’s strategy combines celebrity influence, behind-the-scenes access, fan-first product drops, and authentic sport integration.
Actor Alexandra Daddario attended the Grand Prix with TAG, sharing a thank-you post on Instagram that generated £1.3M in EMV
Thai star Dew Jirawat helped unveil the TAG Heuer Formula 1 Chronograph, a model embodying speed and precision, and celebrating TAG’s return as F1’s timekeeper. His post generated an EMV of £321.8K.
This kind of global ambassador strategy doesn’t just increase awareness, it localises luxury for APAC markets while keeping F1’s global energy intact.
At the Miami Grand Prix, TAG Heuer teamed up with Complex News for an exclusive behind-the-scenes TikTok at the paddock. The result?:
Behind-the-scenes content like this creates intimacy and relevance, driving fan-led virality and elevating TAG beyond just the product.
@complexstyle Tag Heuer lit up F1 Miami—and Complex News was there to catch the whole thing. Powered by @TagHeuer
TAG Heuer’s Formula 1 Collection has generated major excitement in the watch community. On YouTube, Monochrome Watches’ video unveiling the collection saw an engagement rate of 178.01%, with fans commenting:
“The red one is awesome in person!”
“The F1 line has always been a gateway for new collectors – love to see this design.”
“These are way more F1 than IWC.”
This isn’t just a product drop, it’s a lesson in how LVMH uses fandom, nostalgia, and adrenaline to win over new collectors and sports fans. The F1 Chronograph line isn’t just new, it’s timed perfectly to fan emotion, racing drama, and brand storytelling.
Read: The Fashion Brand Winners of Wimbledon 2025 (Brands + Influencers)
The successful collaboration was officially unveiled at the Formula 1 Louis Vuitton Australian Grand Prix, where Louis Vuitton’s bespoke Trophy Trunk made its debut. But this wasn’t just packaging, it was a signal.
Wrapped in LV’s iconic monogram, finished in Australian green and gold, the trophy trunk went viral across fashion and culture media, redefining what branded moments in sport can look like.
FYI: The iconic trunk was covered by Hypebeast, Forbes, Fortune, and more. Hypebeast’s Instagram post alone drove £124.7K in EMV.
At the British Grand Prix, Louis Vuitton activated a curated circle of creators who not only hold individual influence, but also appear together socially across platforms, amplifying cultural credibility and collective reach.
These creators don’t just influence independently, they show up together, creating a shared sphere of visibility that multiplies brand presence.
Rahi Chadda, model and luxury lifestyle creator, generated £52.1K EMV, dressed head-to-toe in Louis Vuitton.
Tatyana Kodzayeva, luxury creator, posted her day at Silverstone with Rahi, thanking Louis Vuitton, which achieved a £57.4K in Earned Media Value and an Engagement rate of 4.64%.
With over 11 million followers, Jacob Rott is currently Louis Vuitton’s highest-performing creator across the 2025 Formula 1 season. His TikTok and Instagram posts from the grid, fully styled in and tagging Louis Vuitton, have generated a total EMV of £662.8K and an engagement rate of 4.50%.
@jacob_rtt Mario Kart looks different in real life … @Louis Vuitton #f1#budapest#f1hungary
As the F1 season accelerates toward global cities like Las Vegas, Singapore, and Abu Dhabi, LVMH’s presence, through TAG Heuer, Louis Vuitton, and other maisons, is set to scale.
Rumors of a Louis Vuitton x Formula 1 capsule collection and next-level creator campaigns signal a second half filled with big swings and even bigger moments. We can’t wait to see what comes next.
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Wimbledon’s evolution into a cultural engine allows brands to move beyond visibility, fostering deeper resonance through tradition, lifestyle, and aspirational storytelling.
In an experience-driven economy, where influence is shaped by shared moments and storytelling, Wimbledon provides a rare opportunity to reach global audiences in a context that extends well beyond sport.
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