Louis Vuitton Takes to the Track With Newly Minted Formula 1 Partnership

By Danial Martinus  •  31 Jan 2025 in Fashion

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French luxury fashion house, Louis Vuitton, has just become an official partner of Formula 1.

To some, this might come as no surprise, seeing the recent appointment of Tag Heuer as the new official timekeeper of Formula 1, replacing Rolex (2013-2024).

For context, Tag Heuer is owned by LVMH. You get the gist.

A key role in celebratory moments

Being an official Formula 1 partner, this puts Louis Vuitton front and centre at the most pivotal moments of the prestigious sport, namely, the opening ceremony of each race, as well as podium celebrations with the top three drivers. You’ll also be seeing more prominent trackside signage featuring Louis Vuitton branding.

With that, Louis Vuitton will be presenting their famous Trophy Trunks at the podium, a tradition that was initially exclusive to the Monaco Grand Prix between 2021 and 2024. But with this new partnership, we’ll be seeing the brand’s signature Trophy Trunks at the end of every race on the Formula 1 calendar.

Speaking of dates, the first race of the 2025 season will be taking place in Melbourne, Australia on 16 March. You’ll notice, however, that it has a new name: The Formula 1 Louis Vuitton Australian Grand Prix 2025.

It’s a mouthful, but it’s indicative of another bit of news, regarding Louis Vuitton’s new appointment as Title Sponsor of the Australian Grand Prix.

“We are thrilled to welcome Louis Vuitton as title partner for our first 2025 race,” says Stefano Domenicali, President and CEO of Formula 1. “This is a partnership between two global icons linked first and foremost by their great passion for innovation, excellence, and creativity, which makes them two exceptional timeless stories.”

“I am immensely proud of this partnership between Louis Vuitton and Formula 1 with our shared ambition to always strive for innovation, craft, and precision,” adds Pietro Beccari, Chairman and CEO of Louis Vuitton.

“The synergy of our two worlds is echoed in the savoir faire of our ateliers and garages, artisans, and engineers, while celebrating the outstanding performance of champion drivers around the world who embark on a journey of excellence with every race.”

To keep up with the Formula 1 calendar, click here.

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