LVMH became a Global Partner of Formula 1 in 2025 under a 10-year agreement. TAG Heuer, one of the participating LVMH Maisons, returned as Formula 1’s Official Timekeeper that season. The partnership also gives Louis Vuitton and Moët Hennessy distinct roles around selected races and celebrations.
What is the LVMH and Formula 1 deal?
Formula 1 announced the agreement on October 2, 2024. It began in 2025 and runs for 10 years. The group-level designation is Global Partner: LVMH is the partner, while Louis Vuitton, Moët Hennessy and TAG Heuer are named as participating Maisons. The announcement said further details would follow in early 2025. Formula 1’s announcement
Those distinctions matter: TAG Heuer has a defined Formula 1 role as Official Timekeeper, but it is not the group named Global Partner. Formula 1’s partner listing describes LVMH as its Global Partner for the 10-year term and identifies TAG Heuer as Official Timekeeper from the 2025 season. Formula 1’s partner listing
What does each LVMH Maison do in Formula 1?
The agreement is expressed through different brand activities rather than one identical activation across every race. The specific roles and examples described by LVMH and Formula 1 include:
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| Maison | Partnership role | Where the activation appears |
|---|---|---|
| TAG Heuer | Formula 1 Official Timekeeper; title partner of the Monaco Grand Prix | Timekeeping and trackside presence; the Monaco race partnership is a specific event role |
| Louis Vuitton | Creates bespoke trophy trunks for major Grands Prix; title partner of the 2025 Australian Grand Prix | Trophy presentation and selected race branding |
| Moët Hennessy | Participates in podium and celebration activities, including Moët & Chandon’s title partnership of the 2025 Belgian Grand Prix | Podium celebrations and selected event activations |
These examples do not mean every Maison has a presence at every event or that a role applies uniformly across the calendar. LVMH also identifies TAG Heuer as Official Partner and Official Timekeeper of F1 Academy. LVMH’s Formula 1 partnership page Formula 1’s TAG Heuer timekeeper announcement Formula 1’s Monaco announcement
Is TAG Heuer the official F1 timekeeper?
Yes. TAG Heuer resumed the Official Timekeeper role for the 2025 season. Formula 1’s January 6, 2025 announcement described the return, and its current partner listing names the brand in that role. The same partner information refers to TAG Heuer’s Formula 1 watch collection; it does not establish that a particular consumer watch is the partnership’s official timepiece or a special edition. Formula 1’s timekeeper announcement Formula 1’s partner listing
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How long is LVMH’s Formula 1 partnership, and is it still active?
The agreement is for 10 years and began in 2025. LVMH’s January 2026 shareholder letter looks back on the first season and describes 2026 as the partnership’s second year, confirming it was active in that season. LVMH’s January 2026 shareholder letter
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Why did Formula 1 and LVMH announce the partnership?
The announcement framed the deal around shared emphasis on excellence and Formula 1’s growing global appeal. Frédéric Arnault, then CEO of LVMH Watches, said: “In recent years, Formula 1 has truly become one of the most desirable sports in the world.” Stefano Domenicali, President and CEO of Formula 1, said: “Our sport is founded on the relentless pursuit of excellence, a value that also lies at the heart of LVMH, so I am delighted to announce this historic partnership will begin in 2025.” Formula 1’s October 2, 2024 announcement
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