LVMH’s F1 Takeover Proves Motorsport is No Longer Just Racing; It’s a Billion Dollar Lifestyle
Gone are the days of F1 as a pure petrolhead’s playground—2025 will see it fully evolve into the world’s most expensive celebrity, media and influencer activation.
Flying down to Melbourne for the Australian Grand Prix, you can spot the influencers a mile off. Dripping in Louis Vuitton but seated firmly in 13B, the brigade is out in force, living proof that in luxury fashion, perception is everything. Expect the paddock to be crawling with A-listers, ‘it-girls’ and TikTokers, many of whom wouldn’t know a DRS zone from a drive-through penalty. They’ll be there because LVMH is cutting cheques to ensure they are, reinforcing a new reality: F1 is now less about racing and more about the spectacle.
LVMH’s arrival also comes off the back of Rolex’s quiet exit—a shift that feels long overdue. Rolex, with its stuffy, old-world prestige, no longer fits the profile of a sport that has become a global entertainment powerhouse. F1 is faster, younger, and more accessible than ever, and with brands like TAG Heuer set to take centre stage, the shift signals a new era of luxury marketing in motorsport.
The Netflix Effect, Now in Overdrive
Formula 1’s shift from an insular, engineer-driven sport to a global pop culture juggernaut was engineered by Netflix’s Drive to Survive, arguably the most effective marketing campaign F1 has ever had. It’s taken the sport from the garages of Silverstone and Monza to the group chats of people who couldn’t name a single world champion. LVMH understands this better than anyone, and with its vast luxury empire – spanning fashion, spirits, and high-end hospitality – it’s in the perfect position to capitalise.
With Rolex gone, TAG Heuer will be the last Swiss watch brand standing in the paddock, and let’s be honest, it needs all the help it can get. The market is tough, and while TAG still carries some weight, it’s no longer the must-have timepiece it once was. But with F1 now a lifestyle, rather than just a sport, the brand’s presence will be amplified like never before. Whether that translates into sales is another question entirely.
Champagne Wars & The Corporate Blowout
Perhaps the biggest winner in all of this? LVMH’s champagne and spirits portfolio. If there’s one certainty in Melbourne this week, it’s that an ungodly amount of expensive booze will be consumed. An insider at Pernod Ricard let slip that they have the entire trackside operation locked up – every VIP suite, every corporate box, every bottle of bubbles popped on the podium. It’s not just the track, either. From the Toorak mansions to the hidden afterparties, it’s a full-scale takeover.
Speaking of Toorak, TAG Heuer is making its presence felt in a big way, flying in Hollywood star Alexandra Daddario for the occasion alongside a lengthy list of Australian celebrities who will be front and centre at their exclusive Friday night party. It’s a flex, sure, but a necessary one – F1 is now as much about the people in the paddock as the cars on the track.
The Australian Grand Prix has always been a party, but 2025 will be different. It’s not just the drivers competing anymore- the brands, the celebrities, and the money behind them. F1 isn’t just a motorsport; it’s a lifestyle event now. Whether that’s a good thing depends on how much you actually care about the racing.
That said, we couldn’t be more excited to witness this new era of F1 firsthand as a guest of TAG Heuer. There’s no better place to see how the sport is evolving – and if anyone needs a little extra timekeeping precision, it’s the influencers trying to figure out when the race starts.
As for the racing itself? Our money is on Lewis Hamilton for the title this year. A fresh start at Ferrari, a point to prove, and the kind of competitive instinct that doesn’t fade – don’t be surprised if he adds an eighth world championship to his name.
