Gucci not too long ago introduced a brand new partnership with the Alpine Formulation 1 workforce. Ranging from 2027, Gucci joins a protracted listing of luxurious manufacturers working with F1.
Whereas Gucci would be the first style home to affix F1 , it’s removed from the primary luxurious model in motorsport. In 2025, it was introduced that the worldwide style conglomerate LVMH can be becoming a member of Formulation 1 in a 10-year partnership. LVMH stated, “From the start of Formulation 1® in 1950 by to the trendy day, LVMH and its Maisons have been part of the game. With this new partnership, each Formulation 1® and LVMH are excited to write down new chapters of this unbelievable story, with every Maison concerned bringing its distinctive experience, heritage, and power to intensify the collaboration.”
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Formulation 1’s international luxurious partnership
LVMH (Moët Hennessy Louis Vuitton) owns over 75 luxurious manufacturers, together with Louis Vuitton, Christian Dior, Tiffany & Co, TAG Heuer and Moët & Chandon.
On the centre of this international partnership sit Louis Vuitton, TAG Heuer, and Moët & Chandon. TAG Heuer is now the official timekeeper of Formulation 1 after changing Rolex, which served because the timekeeper from 2013 to 2024. Moët & Chandon took Trento’s place because the official celebration champagne after 4 years. Moët & Chandon was additionally a title sponsor for the 2025 Belgian Grand Prix.
Louis Vuitton creates trophy trunks for main Grands Prix to deal with the trophies. Every trunk is specifically made on a circuit-by-circuit foundation and designed with the observe in thoughts. Louis Vuitton was additionally named as a title sponsor for the 2026 Australian Grand Prix.
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Formulation 1’s sponsors proceed to develop
Exterior LVMH, quite a few different luxurious manufacturers are concerned throughout varied areas. One of many largest areas of involvement is watchmaking. For instance, Richard Mille is a sponsor of each Ferrari and . The watch model additionally sponsors Charles Leclerc and Lando Norris. One other watch model, TUDOR, is a sponsor of Racing Bulls.
Racing Bulls even have a sponsor in HUGO BOSS, whereas Cadillac has Tommy Hilfiger, which beforehand sponsored Mercedes. One other style model related to the grid is Ferrari; nonetheless, its style division operates individually from the F1 workforce regardless of the shared possession and branding. Ferrari does, nonetheless, have a partnership with Giorgio Armani for his or her off-track clothes.
Formulation 1 has at all times been shrouded in luxurious, particularly on the races. Subsequent up on the Formulation 1 calendar is the Monaco Grand Prix, identified for its glitz and glamour. TAG Heuer can also be the title companion of the Monaco Grand Prix.
When saying the partnership between Gucci and Alpine, François Provost, Chief Government Officer of Renault Group, stated, “Formulation One is likely one of the most dynamic and enticing platforms in international sport. For Renault Group, as a historic Formulation One producer, it’s a highly effective asset to assist Alpine’s ambition: constructing consciousness, desirability and affect throughout markets, whereas reaching new audiences and younger generations. We welcome the chance to have interaction with Kering by this collaboration, as we stay up for our collaboration with Gucci from 2027 onward.”
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Not solely have luxurious manufacturers joined F1, however magnificence manufacturers have as effectively. Charlotte Tilbury and ELEMIS have each entered partnerships inside Formulation 1. ELEMIS was the primary skincare model to companion with an F1 workforce: Aston Martin. ELF is one other magnificence model concerned in Formulation 1, sponsoring a automobile on the F1 Academy grid alongside TAG Heuer and Charlotte Tilbury.
One other set of partnerships, whereas not luxurious, is video games. Lego, Monopoly Scorching Wheels and Uno have all joined Formulation 1 by tasks geared toward followers of all ages. Formulation 1 has a protracted listing of sponsors proving that the place there’s motorsport, there’s cash.
