LVMH Moët Hennessy Louis Vuitton will debut three activations in Melbourne during the Formula 1 Louis Vuitton Australian Grand Prix 2025. The event, taking place at the Albert Park Circuit from Thursday to Sunday, marks the beginning of Formula 1’s 75th anniversary year.
The list of activations includes a new Trophy Trunk, covered in Louis Vuitton’s iconic monogram and featuring Australia’s signature green and gold colors. LVMH will also provide a special jeroboam by Moët & Chandon and TAG Heuer, the official timekeeper of the motorsports event, has crafted a unique timepiece for the occasion.
LVMH x F1
Courtesy LVMH x F1
Back in October 2024, LVMH signed on for a 10-year partnership with Formula 1. The collaborative relationship came after Rolex concluded its global partnership with the motorsports championship as official timepiece, a role Rolex held since 2013.
“It will be undeniable that we are the main sponsor, because we’ll have premium and exclusive visibility on the circuit,” Pietro Beccari, chairman and chief executive officer, told WWD in an exclusive interview last January.
LVMH x F1
Courtesy LVMH x F1
“It’s a sort of metaphor of travel, because Formula One is like a traveling circus that every 15 days appears here and there around the globe,” he said. “If you visit a Formula One garage, you will see that it looks like an atelier of trunks because it’s so clean, so incredibly silent, with people concentrated and looking at every single detail, and that’s our passion,” he said.
LVMH x F1
Courtesy LVMH x F1
Formula 1 celebrated its upcoming 75th-anniversary season with a star-studded event called “F1 75 Live” at London’s O2 arena on Feb. 19. The season will feature 24 races, starting in Australia on March 16 and concluding in Abu Dhabi on Dec. 7, with Six F1 Sprint events at China, Miami, Austin, Qatar, Belgium and Brazil.
