For the primary time in its illustrious historical past, the Formulation 1 Monaco Grand Prix has a title sponsor, with TAG Heuer claiming the distinct honour.
As one among LVMH’s ‘maisons’, the luxurious watchmaker was introduced earlier this yr as F1’s new official timekeeper and in addition as the principle accomplice of arguably probably the most iconic race on the calendar.
LVMH has a 10-year deal in place with F1 that has seen quite a lot of its manufacturers enter the sequence in premium positions, which is to be anticipated given the reported $1billion the French-based luxurious model conglomerate has shelled out to take action.
In addition to TAG Heuer, Moet & Chandon has returned to F1 because the champagne supplier and title sponsor of the Belgian Grand Prix and Louis Vuitton has the identical naming rights for the Australian Grand Prix, in addition to offering the ‘trophy trunks’ for the rostrum silverware.
All in, it’s a big funding for LVMH, however it’s one which additionally supplies loads of alternative to be on the forefront of F1 because it continues its present growth.
“It captures plenty of issues,” company model technique and activation director Kristine Drullion mentioned throughout an LVMH panel on the Autosport Enterprise Change: Monaco.
“What it captures concerning the spirit of our time, I believe, is absolutely this velocity of ambition and velocity of audacity. I believe it additionally captures the truth that you may’t obtain greatness with out a nice crew, and that speaks to the tradition of right now.
Esteban Ocon, Haas F1 Crew, Carlos Sainz, Williams
Picture by: Glenn Dunbar / Motorsport Photos
“Principally, I’d say, humorous sufficient, it additionally like echoes one thing very historical and really wealthy, which is a story archetype, virtually like Shakespeare on wheels, , you have acquired rivalry, and you have got tragic downfalls, and swiftly, you have acquired unprecedented or exceptional heroes.
“So I believe we’re hooked, as a result of we’re a tradition that loves leisure, and that is actually what hooks us.”
Whereas the possibility to accomplice with the Monaco GP would enchantment to any model, for TAG Heuer particularly, the transfer continued an affiliation with the area.
“Monaco has been form of the religious house of our model,” George Ciz, chief advertising officer of TAG Heuer defined.
“The hyperlinks that now we have with this Principality are unbelievable. Our most iconic assortment is TAG Heuer Monaco, which was the very first sq. chronograph launched in 1969.
“It got here as a result of the chief of the model on the time, Jack Heuer, simply fell in love with the Principality, fell in love with this grand prix, and he wished to create the watch that basically celebrated that.
George Ciz
Picture by: Alberto Crippa
“Ever since, this watch turned an absolute icon, and now we have been a part of this grand prix in many alternative shapes, whether or not they’re companions of the Formulation 1 from 1992 to 2003, whether or not they’re partnering with many alternative groups, from Ferrari by McLaren and now by Oracle Pink Bull Racing, by many drivers which have worn our watches – the hyperlink is simply unbelievable.
“So, to be the title [sponsor] right here, actually, it’s actually a dream come true for us. We weren’t even hoping for it of their wildest desires, and one way or the other, by a serendipitous state of affairs, it occurred, and we’re simply extremely excited. We consult with Monaco Grand Prix as an institutional second for us.”
On this article
Mark Mann-Bryans
Formulation 1
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