Formula 1 is entering a new era in 2025—one where the roar of engines is only part of the story, and the real spectacle unfolds in the glitzy world of celebrity, media, and influencer culture. The high-speed drama that once captivated petrolheads is now as much about who’s wearing what in the paddock as it is about who’s leading the race.
Experience The World’s Most Glamorous Race From The Deck Of A Tri-Deck Superyacht.
Experience the world’s most glamorous race in Monaco and Abu Dhabi, from the deck of a superyacht. F1 stars, luxury hospitality, and the thrill of the race—just metres from the circuit.
As the planes touch down for the Grand Prix, the influencer crowd is easy to spot. Decked out in Louis Vuitton from head to toe and settling into business class seats, they are the walking proof that in today’s world of luxury fashion, image reigns supreme. They may not know the ins and outs of a pit stop or a DRS zone, but they’re there because brands like LVMH are paying top dollar to ensure their presence, making clear that F1 is no longer just about racing—it’s a glamorous spectacle. The track is now filled with A-listers, TikTok influencers, and style icons, all posing for their next post rather than focusing on tire strategies.
LVMH’s involvement marks the end of an era with Rolex’s departure—an exit that, for many, was a long time coming. The prestigious Swiss brand, once synonymous with F1’s elite status, no longer aligns with the sport’s transformation into a global entertainment giant. F1 today is younger, faster, and more accessible, and brands like TAG Heuer are stepping into the spotlight to capitalize on this shift. The introduction of these brands signifies a fundamental change in how luxury is marketed in the world of motorsport.
The transition from a technical, engineer-driven sport to a full-blown pop culture phenomenon was largely orchestrated by Netflix’s Drive to Survive, which has done more for F1’s global reach than any sponsorship deal ever could. The show brought F1 to the masses—turning fans from diehard followers to casual viewers who might not be able to name a world champion but are still glued to every race. LVMH, with its colossal luxury empire spanning fashion, hospitality, and spirits, is ideally positioned to tap into this evolving market and reinforce F1’s status as the ultimate lifestyle brand.
Experience The World’s Most Glamorous Race From The Deck Of A Tri-Deck Superyacht.
Experience the world’s most glamorous race in Monaco and Abu Dhabi, from the deck of a superyacht. F1 stars, luxury hospitality, and the thrill of the race—just metres from the circuit.
With Rolex’s exit, TAG Heuer remains the last Swiss watch brand left in the paddock. Though it still holds some prestige, it’s no longer the automatic choice for luxury watch enthusiasts. In a market that’s grown increasingly competitive, the brand will be counting on F1’s newfound status as a global lifestyle phenomenon to give it a much-needed boost. Whether that translates to significant sales remains to be seen, but there’s no doubt that its presence in the F1 world will be louder than ever.
But perhaps the real winner of F1’s shift towards the celebrity-driven, media-heavy world is LVMH’s champagne and spirits division. Sources within Pernod Ricard have confirmed they have the entire trackside operation locked down—from VIP suites to podium celebrations, it’s a glittering world of luxury booze being poured for the elite. This expansion doesn’t stop at the track either; F1’s exclusive events are now an opportunity for LVMH’s champagne brands to align themselves with the world’s wealthiest, most influential individuals.
And while the spectacle surrounding F1 may have shifted, the thrill of the sport itself remains unchanged. This season, there’s plenty of excitement to be had—especially as we watch Lewis Hamilton, now with Ferrari, push for an eighth world championship. With a point to prove and his competitive edge sharper than ever, Hamilton’s bid for history might just make 2025 the most thrilling season yet.
