Formula 1® and LVMH: A New Era of Luxury in Motorsport

Formula 1® has recently announced a ten-year contract for a global partnership with LVMH, beginning at the 2025 Formula 1 season opening race-weekend. The newly named FORMULA 1 LOUIS VUITTON AUSTRALIAN GRAND PRIX 2025 will mark the inaugural race where this legendary pair will be present to fans across the world. 

Formula 1® has forever stood as a symbol of prestige, blending engineering excellence with luxury, and its latest partnership with LVMH Maisons further underscores this status. The collaboration with Louis Vuitton, Moët Hennessy, and TAG Heuer reinforces F1’s deep rooted connection to luxury, combining two world’s that share a commitment to innovation, craftsmanship and legacy.

This partnership not only benefits those fans at the races or spectating from home. It also aligns with our dedication at F1Authentics to offering premium pieces of Formula 1 history to fans and collectors around the world - as we provide you with race used memorabilia that captures the essence of the sport’s historical connection with luxury.  

A History of Luxury in Formula 1 

Formula 1’s connection to luxury is nothing new, however. Over the years, the sport has collaborated with some of the world’s most prestigious brands, from watchmakers like Rolex and Hublot to champagne houses like Trento, whose bottles were proudly sprayed on the podium in recent seasons. Formula 1 has also become the second most valuable sport to fashion brands according to Vogue.  

Luxury automotive manufacturers such as Ferrari, Aston Martin, and Mercedes-Benz have long been integral to F1’s DNA, further reinforcing its status as a sport where exclusivity, performance, and prestige go hand in hand. The partnership with LVMH is simply the latest chapter in a legacy of excellence that has always been at the heart of Formula 1. 

What will the partnership bring to the track?  

The LVMH partnership with Formula 1 will be evident across multiple areas of the sport: 

• Louis Vuitton Trophy Cases – The French fashion house will craft bespoke travel cases for Formula 1’s trophies, adding an extra layer of sophistication to the sport’s most coveted prizes. 
• Moët & Chandon Champagne Celebrations – The return of Moët & Chandon to the podium restores an iconic tradition. The champagne maker originally partnered with Formula 1 in 1950 for the French Grand Prix. 
• TAG Heuer Official Timekeeping – TAG Heuer replaces Rolex as F1’s official timekeeper, reinforcing the sport’s commitment to precision and performance with a brand that has a storied history in motorsport. Tag Heuer first joined the sport in 1960 when they partnered with Jo Siffert 

The Luxury Connection to F1 Authentics 

As Formula 1 continues to flex its prestigious credentials, the significance of authentic memorabilia grows. F1 Authentics ensures that fans can own a tangible piece of this high-end world with our exclusive collection of race-used bodywork, signed driver collectibles, and bespoke display pieces. 

Just as LVMH Maisons celebrate craftsmanship and heritage, our products embody the same dedication to quality and exclusivity. Whether you desire a race-worn helmet, a bodywork piece from an iconic Grand Prix, or a high-end display item, F1 Authentics offers collectors and fans the chance to experience the sport’s luxury firsthand. 

Formula 1 has always been more than a sport, it is a showcase of the finest technology, performance, and design. With this latest partnership, it further cements its place at the pinnacle of luxury, and for those looking to bring a piece of that legacy home, F1 Authentics provides the perfect connection to F1’s enduring prestige.