Luxury in Formula 1

Formula 1 is the arena where luxury's sport strategy industrialised. The October 2024 agreement between the sport and LVMH — a ten-year, group-level partnership — turned a race calendar into distribution infrastructure for the world's largest luxury conglomerate, with Louis Vuitton taking race title sponsorships, TAG Heuer returning as Official Timekeeper, and Moët Hennessy pouring the podium. Our founding analysis, Why Formula 1 Has Become Luxury's Most Valuable Sporting Platform, sets out the architecture.

Watchmaking runs deepest. IWC Schaffhausen has been Mercedes-AMG Petronas's engineering partner since 2013 — extended into George Russell limited editions — while Richard Mille treats Scuderia Ferrari and Charles Leclerc as testing platforms for tourbillons priced beyond $300,000, and Breitling joined Aston Martin's garage in 2026 with a titanium Navitimer. The full watch economy is mapped in our timekeeping analysis.

Fashion's arrival is the newest front: Gucci's title sponsorship of Alpine from 2027 — the first fashion house to hold that position — is examined in our Gucci Racing analysis. The same playbook now runs at greater scale in football, where the 2026 World Cup applies Formula 1's hospitality and platform economics to the largest audience in sport.

House	Counterparty	Structure	Latest move
IWC Schaffhausen	George Russell	Driver Ambassador / Co-Design	George Russell joined IWC Schaffhausen as an official ambassador in 2022, the same year he joined the Mercedes-AMG Petronas Formula One Team as a full race driver. The relationship deepened over subsequent seasons, culminating in a co-design collaboration announced in early 2026: two limited-edition Pilot’s Watches — the Automatic 41 and Chronograph 41 — in […]
LVMH	Formula 1 (sport-wide)	Group-Level Global Partnership	Formula 1 and LVMH announced a 10-year global partnership in October 2024, worth a reported $1 billion over its term — the largest single luxury brand partnership in the sport’s history. The deal provides structured access for multiple LVMH Maisons across the Formula 1 calendar: Louis Vuitton became title partner of the 2025 Australian Grand […]
Richard Mille	Scuderia Ferrari	Official Team Watch / Team Partner	Richard Mille became the Official Watch of Scuderia Ferrari in 2021, establishing a multi-year partnership that places the brand’s logo on Ferrari’s F1 cars and drivers’ helmets. The partnership has produced a series of co-branded watches drawing on Ferrari’s automotive design language, most recently the RM 43-01 Tourbillon Split-Seconds Chronograph Ferrari (2025), limited to 150 […]
Breitling	Aston Martin Aramco Formula One Team	Official Watch Partner	Breitling became the Official Watch Partner of the Aston Martin Aramco Formula One Team from the 2026 season. The multi-year partnership launched with the Navitimer B01 Chronograph 43 Aston Martin Aramco Formula One Team — the first Navitimer with a titanium case, limited to 1,959 pieces at $11,500, with 1,959 referencing the year of Aston […]
Gucci	Alpine F1 Team	Title Sponsorship (effective 2027)	Gucci was announced as title partner of the Alpine Formula One Team from the 2027 Formula 1 season — the first luxury fashion house to hold that position in the sport’s history. The team will race as the Gucci Racing Alpine Formula One Team from 2027, adopting Gucci’s visual identity in its livery and establishing […]
Richard Mille	Charles Leclerc	Driver Ambassador / Named Watch Partner	Richard Mille and Charles Leclerc have maintained a personal partnership since 2018, predating Leclerc’s move to Scuderia Ferrari. The relationship has produced a series of named watches, beginning with the RM 67-02 prototype in Monaco colours (donated to Only Watch 2021 where it sold for CHF 2.1 million) and continuing with the RM72-01 in 2025 […]
IWC Schaffhausen	Mercedes-AMG Petronas Formula One Team	Official Engineering Partner	IWC Schaffhausen has been the Official Engineering Partner of the Mercedes-AMG Petronas Formula One Team since 2013, making it one of the longest-running watch brand partnerships in Formula 1. The relationship produces co-branded watches sold at retail, team watches worn trackside by mechanics and engineers, and driver-level collaborations. The 2025 season launch included the Pilot’s […]
TAG Heuer	Formula 1 (sport-wide)	Official Timekeeper	TAG Heuer returned as Official Timekeeper of Formula 1 at the start of the 2025 season, ending Rolex’s decade-long tenure. The return was announced as part of LVMH’s 10-year global partnership with Formula 1, worth a reported $1 billion over its term. TAG Heuer’s timekeeping responsibilities cover all 24 Grand Prix events: race timing, qualifying, […]

House

Counterparty

Structure

Latest move

IWC Schaffhausen

George Russell

Driver Ambassador / Co-Design

George Russell joined IWC Schaffhausen as an official ambassador in 2022, the same year he joined the Mercedes-AMG Petronas Formula One Team as a full race driver. The relationship deepened over subsequent seasons, culminating in a co-design collaboration announced in early 2026: two limited-edition Pilot’s Watches — the Automatic 41 and Chronograph 41 — in […]

LVMH

Formula 1 (sport-wide)

Group-Level Global Partnership

Formula 1 and LVMH announced a 10-year global partnership in October 2024, worth a reported $1 billion over its term — the largest single luxury brand partnership in the sport’s history. The deal provides structured access for multiple LVMH Maisons across the Formula 1 calendar: Louis Vuitton became title partner of the 2025 Australian Grand […]

Richard Mille

Scuderia Ferrari

Official Team Watch / Team Partner

Richard Mille became the Official Watch of Scuderia Ferrari in 2021, establishing a multi-year partnership that places the brand’s logo on Ferrari’s F1 cars and drivers’ helmets. The partnership has produced a series of co-branded watches drawing on Ferrari’s automotive design language, most recently the RM 43-01 Tourbillon Split-Seconds Chronograph Ferrari (2025), limited to 150 […]

Breitling

Aston Martin Aramco Formula One Team

Official Watch Partner

Breitling became the Official Watch Partner of the Aston Martin Aramco Formula One Team from the 2026 season. The multi-year partnership launched with the Navitimer B01 Chronograph 43 Aston Martin Aramco Formula One Team — the first Navitimer with a titanium case, limited to 1,959 pieces at $11,500, with 1,959 referencing the year of Aston […]

Gucci

Alpine F1 Team

Title Sponsorship (effective 2027)

Gucci was announced as title partner of the Alpine Formula One Team from the 2027 Formula 1 season — the first luxury fashion house to hold that position in the sport’s history. The team will race as the Gucci Racing Alpine Formula One Team from 2027, adopting Gucci’s visual identity in its livery and establishing […]

Richard Mille

Charles Leclerc

Driver Ambassador / Named Watch Partner

Richard Mille and Charles Leclerc have maintained a personal partnership since 2018, predating Leclerc’s move to Scuderia Ferrari. The relationship has produced a series of named watches, beginning with the RM 67-02 prototype in Monaco colours (donated to Only Watch 2021 where it sold for CHF 2.1 million) and continuing with the RM72-01 in 2025 […]

IWC Schaffhausen

Mercedes-AMG Petronas Formula One Team

Official Engineering Partner

IWC Schaffhausen has been the Official Engineering Partner of the Mercedes-AMG Petronas Formula One Team since 2013, making it one of the longest-running watch brand partnerships in Formula 1. The relationship produces co-branded watches sold at retail, team watches worn trackside by mechanics and engineers, and driver-level collaborations. The 2025 season launch included the Pilot’s […]

TAG Heuer

Formula 1 (sport-wide)

Official Timekeeper

TAG Heuer returned as Official Timekeeper of Formula 1 at the start of the 2025 season, ending Rolex’s decade-long tenure. The return was announced as part of LVMH’s 10-year global partnership with Formula 1, worth a reported $1 billion over its term. TAG Heuer’s timekeeping responsibilities cover all 24 Grand Prix events: race timing, qualifying, […]

Formula 1 intelligence

Gucci and Alpine: What Fashion Wants from Formula 1

Richard Mille, Charles Leclerc and the Athlete-as-Testing-Platform Strategy

IWC, Mercedes-AMG Petronas and the Engineering Language of Luxury Watches

TAG Heuer, Timing and the New Watch Economy of Formula 1

Why Formula 1 Has Become Luxury’s Most Valuable Sporting Platform

Formula 1 objects

IWC Pilot's Watch Chronograph 41 Mercedes-AMG Petronas Formula One Team Edition

TAG Heuer Formula 1 Solargraph

TAG Heuer Official F1 Timing System

Richard Mille RM 43-01 Tourbillon Split-Seconds Chronograph Ferrari

Gucci Racing Alpine F1 Livery

Breitling Navitimer B01 Chronograph 43 Aston Martin Aramco Formula One Team

Drivers & houses

Formula 1 partnerships