Rumours have been circulating for months that LVMH will replace Rolex as the main sponsor of Formula 1, and now the dust has finally settled. According to foreign media Watchesbysjx, LVMH Group will succeed Rolex from 2025 as a global partner and official timekeeper of F1, ending Rolex’s long-term cooperation since 2013. This partnership will significantly increase the visibility of LVMH Maisons in global events and open up additional market opportunities for the Group.
Rolex has been a global partner and official timekeeper of Formula 1 since 2013 and has successfully established a strong brand presence on the Formula 1 stage. By 2023, F1 has reached 1.5 billion spectators, making it the fourth largest sporting event in the world, giving Rolex a solid market position.
Under the new contract, LVMH will take over Rolex’s position from 2025 onwards, benefiting from the partnership between its TAG Heuer, Hublot and Moët & Chandon brands. TAG Heuer, in particular, has already partnered with Red Bull Racing and will further expand its presence and brand awareness in global racing.
LVMH replaced Rolex as a global partner of Formula 1, symbolizing the closer connection between luxury and sporting events. The partnership will not only help to increase the global visibility of LVMH Maisons, but will also bring more business opportunities for its global expansion, further consolidating its leadership position in the luxury market.
