Enter your search keyword or phrase and press enter.

February 16, 2024

The Fusion of Elegance and Speed: How Luxury Brands Elevate Formula 1

There’s just something about fast cars and the intoxicating lifestyle they represent. Formula One represents the pinnacle in car racing, and luxury brands have long been associated with the sport. None more so than the Monaco Grand Prix — the oldest and most prestigious race on the Formula One calendar.

Red Bull’s team principal, Chris Horner, says, “Monaco is the big one. It’s where all the glitterati are, you’ve got the boats, the harbor, the celebrities — it just exudes money and glamor”. And for luxury brands, fewer affiliations make more sense.

Relationship between F1 and Luxury Brands

Formula 1, with its massive global audience and unparalleled reach, provides an ideal platform for luxury brands seeking to connect with a discerning and affluent consumer base. The sport’s association with cutting-edge technology, innovation, and glamor aligns seamlessly with the values that luxury brands aim to convey.

The iconic races, glamorous events, and worldwide media coverage make Formula 1 an attractive avenue for these brands to showcase their products and reinforce their brand image.


Rolex and Formula One’s relationship dates back to 2013, for which Rolex is the global partner and official timepiece. Rolex is unmissable at every Grand Prix, including the official Rolex Pit Lane and associations with Formula One drivers — Sir Jackie Stewart, Mark Webber, and Nico Rosberg — further solidifying the relationship.

The partnership is eloquently described by Formula One, asserting that the enduring spirit and rich heritage of Formula One, along with its dedication to bold performance and innovation, align seamlessly with Rolex’s commitment to perpetual excellence.

Aston Martin

Aston Martin, synonymous with luxury and sophistication, has strengthened its ties with Formula 1 through partnerships with Red Bull Racing. This collaboration goes beyond traditional sponsorship, as Aston Martin became the team’s title sponsor, leading to the rebranding of the team as Aston Martin Cognizant Formula One Team.

This move provides Aston Martin with increased visibility and underscores the mutual benefits of a deeper integration between a luxury brand and a Formula 1 team.

Hublot x Scuderia Ferrari

Hublot’s journey with Scuderia Ferrari began in 2011, becoming the official partner of the racing team in 2012. Recognized as the official watch for Scuderia Ferrari and Ferrari’s official timekeeper, the Italian duo have celebrated some notable moments together.

Most recently, Hublot released a special edition Big Bang Ferrari 1000 GP to commemorate Scuderia Ferrari’s 1,000th Grand Prix while simultaneously celebrating Hublot’s 40th anniversary in 2020. Hublot and Ferrari’s partnership came to an end in December 2020.

Richard Mille

Richard Mille’s audacity and innovation have positioned the brand at the pinnacle of luxury and technological advancement in watchmaking. Known for crafting timepieces that embody the spirit of a “racing machine on the wrist,” Richard Mille’s dedication to Formula One is evident through its inspiration for the iconic RM 001 model.

This commitment extends to partnerships with four Formula One teams, including past associations with Haas and Alfa Romeo, and current alliances with McLaren and Scuderia Ferrari, showcasing the brand’s ambition to lead in this exclusive sector.

The partnership with McLaren, a decade-long endeavor, underscores Richard Mille’s commitment to excellence and innovation. The collaboration was commemorated with the release of the RM 50-03 in 2017, a watch that set a new benchmark as the lightest mechanical chronograph ever created.

This milestone resonated beyond the realms of watchmaking, captivating a global audience of aficionados and luxury enthusiasts alike. It’s this level of excitement and anticipation surrounding breakthrough achievements that parallels the thrill experienced by users when placing a winning wager on Fanatics Sportsbook, where the unpredictability and high stakes of sports betting meet the precision and excellence of high-end horology.

Through strategic partnerships and groundbreaking innovations, Richard Mille continues to captivate and engage audiences, mirroring the dynamic and exhilarating experience offered by Fanatics Sportsbook to its users.

TAG Heuer

TAG Heuer has a long-standing relationship with Formula One, dating as far back as 1971 as Scuderia Ferrari’s official timekeeper — the first watch brand to partner a Formula One team at the time. Today, the brand is the official sponsor and timekeeper of the Grand Prix de Monaco Historique and the official watch of the Formula One Monaco Grand Prix.

To commemorate the 78th Monaco Grand Prix, the brand has released a striking limited-edition TAG Heuer Monaco Green Dial. Since 2015, TAG Heuer has been the official timekeeper, official watch, and team performance partner of Red Bull Racing — having just extended their relationship to 2024.

IWC x Mercedes-AMG Petronas

Since 2013, Swiss watchmaker IWC Schaffhausen has been the engineering partner of the Mercedes-AMG Petronas Formula One team. Their partnership has seen them win six World Championships with Lewis Hamilton, whose namesake Big Pilot’s Watch Perpetual Calendar Edition “Lewis Hamilton” timepiece was released in 2019.

Louis Vuitton

This is no rookie business. As the goliath of the luxury goods industry, it makes sense that Louis Vuitton made its Formula One debut at the 78th Monaco Grand Prix. Combining Louis Vuitton’s traditional know-how with the heritage of the Monaco GP, the unprecedented Trophy Travel Case is a nod to all that is opulent, glamorous, and lush about Formula One.

Louis Vuitton’s signature Monogram canvas proudly wears the red shade of the Monaco flag, while red and white lines detail a “V” for “Victory”. Louis Vuitton’s chair and CEO, Michael Burke, expressed pride in the association with the championship and the joint endeavour to establish a historical legacy.

In a press statement, he remarked that the Trophy trunk symbolizes the concept of ‘Victory travels in Louis Vuitton,’ serving as a witness to future triumphs and perpetuating the legacy of legends.

Michel Boeri, the President of the Automobile Club de Monaco, added that they are pleased that the trophy awarded to the Formula One Grand Prix de Monaco winner can now securely travel in first class.

The alliance between luxury brands and Formula 1 teams exemplifies the fusion of speed, precision, and elegance. Beyond the thrill of the racetrack, these partnerships represent a strategic alignment of values, allowing luxury brands to leverage the global appeal of Formula 1 to reach a discerning and affluent consumer base.

As the sport evolves, the collaboration between luxury brands and Formula 1 teams is poised to deepen, offering exciting opportunities for innovation, technology, and cross-industry relationships.

Instagram / #Luxurialife