F1 is becoming increasingly attractive, and more sponsors are seeking the top series as their showcase. After years of stability and iconic images, Formula 1 and Rolex have come to the end of their collaboration. In fact, from 2025, the new official timekeeper will be Tag Heuer, a brand that is part of the LVMH group, which could also push Ferrari Trento out of F1.
Rumors of Rolex leaving F1 had been circulating for several weeks and were recently confirmed with the signing of the contract with LVMH. Bernard Arnault’s group, which includes over 75 luxury brands, will make its debut in the top series starting in 2025.
Among LVMH’s vast portfolio, several brands are connected to F1, including Tag Heuer and Moët & Chandon. The former is a luxury watch brand already partnered with Red Bull, while the latter is a producer of wines and champagne.
It’s likely that Moët & Chandon could become the successor of Ferrari Trento, which would end its collaboration with the top series in 2024. The brand from Trento has a long history of producing high-quality sparkling wines and made its entry into F1 recently. In fact, the collaboration began in 2021, when F1 and Ferrari Trento made the agreement official, replacing none other than Moët & Chandon.
Thus, it’s likely that the renowned French champagne producer will return to Formula 1 for podium celebrations, symbolizing the exclusivity of the top series, further enhanced by the luxury brands within the LVMH group.
Source: f1ingenerale
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