From Louis Vuitton to Gucci: Formula 1’s luxury boom keeps growing

While Gucci will be the first fashion house to join F1 as a title sponsor, it is far from the first luxury brand in motorsport. In 2025, it was announced that the global fashion conglomerate LVMH would be joining Formula 1 in a 10-year partnership. LVMH said, “From the birth of Formula 1® in 1950 through to the modern day, LVMH and its Maisons have been a part of the sport. With this new partnership, both Formula 1® and LVMH are excited to write new chapters of this incredible story, with each Maison involved bringing its unique expertise, heritage, and energy to heighten the collaboration.”

LVMH (Moët Hennessy Louis Vuitton) owns over 75 luxury brands, including Louis Vuitton, Christian Dior, Tiffany & Co, TAG Heuer and Moët & Chandon.

At the centre of this global partnership sit Louis Vuitton, TAG Heuer, and Moët & Chandon. TAG Heuer is now the official timekeeper of Formula 1 after replacing Rolex, which served as the timekeeper from 2013 to 2024. Moët & Chandon took Ferrari Trento’s place as the official celebration champagne after four years. Moët & Chandon was also a title sponsor for the 2025 Belgian Grand Prix.

Louis Vuitton creates trophy trunks for major Grands Prix to house the trophies. Each trunk is specially made on a circuit-by-circuit basis and designed with the track in mind. Louis Vuitton was also named as a title sponsor for the 2026 Australian Grand Prix.

Outside LVMH, numerous other luxury brands are involved across various areas. One of the biggest areas of involvement is watchmaking. For example, Richard Mille is a sponsor of both Ferrari and McLaren. The watch brand also sponsors Charles Leclerc and Lando Norris. Another watch brand, TUDOR, is a sponsor of Racing Bulls.

Racing Bulls also have a sponsor in HUGO BOSS, while Cadillac has Tommy Hilfiger, which previously sponsored Mercedes. Another fashion brand associated with the grid is Ferrari; however, its fashion division operates separately from the F1 team despite the shared ownership and branding. Ferrari does, however, have a partnership with Giorgio Armani for their off-track clothing.

Formula 1 has always been shrouded in luxury, especially at the races. Next up on the Formula 1 calendar is the Monaco Grand Prix, known for its glitz and glamour. TAG Heuer is also the title partner of the Monaco Grand Prix.

When announcing the partnership between Gucci and Alpine, François Provost, Chief Executive Officer of Renault Group, said, “Formula One is one of the most dynamic and attractive platforms in global sport. For Renault Group, as a historic Formula One manufacturer, it is a powerful asset to support Alpine's ambition: building awareness, desirability and influence across markets, while reaching new audiences and young generations. We welcome the opportunity to engage with Kering through this collaboration, as we look forward to our collaboration with Gucci from 2027 onward.”

Not only have luxury brands joined F1, but beauty brands have as well. Charlotte Tilbury and ELEMIS have both entered partnerships within Formula 1. ELEMIS was the first skincare brand to partner with an F1 team: Aston Martin. ELF is another beauty brand involved in Formula 1, sponsoring a car on the F1 Academy grid alongside TAG Heuer and Charlotte Tilbury.

Another set of partnerships, while not luxury, is games. Lego, Monopoly Hot Wheels and Uno have all joined Formula 1 through projects aimed at fans of all ages. Formula 1 has a long list of sponsors proving that where there’s motorsport, there's money.