“Shakespeare on wheels” – F1’s biggest ever partner on why the series captures the imagination

LVMH signed a 10-year deal with Formula 1 for a reported $1billion and its TAG Heuer brand has since become the first title sponsor in the history of the Monaco Grand Prix

For the first time in its illustrious history, the Formula 1 Monaco Grand Prix has a title sponsor, with TAG Heuer claiming the distinct honour.

As one of LVMH’s ‘maisons’, the luxury watchmaker was announced earlier this year as F1’s new official timekeeper and also as the main partner of arguably the most iconic race on the calendar.

LVMH has a 10-year deal in place with F1 that has seen a number of its brands enter the series in premium positions, which is to be expected given the reported $1billion the French-based luxury brand conglomerate has shelled out to do so.

As well as TAG Heuer, Moet & Chandon has returned to F1 as the champagne provider and title sponsor of the Belgian Grand Prix and Louis Vuitton has the same naming rights for the Australian Grand Prix, as well as providing the ‘trophy trunks’ for the podium silverware.

All in, it is a huge investment for LVMH, but it is one that also provides plenty of opportunity to be at the forefront of F1 as it continues its current boom.

“It captures a lot of things,” corporate brand strategy and activation director Kristine Drullion said during an LVMH panel at the Autosport Business Exchange: Monaco.

“What it captures about the spirit of our time, I think, is really this velocity of ambition and velocity of audacity. I think it also captures the fact that you can't achieve greatness without a great team, and that speaks to the culture of today.

Esteban Ocon, Haas F1 Team, Carlos Sainz, Williams

Photo by: Glenn Dunbar / Motorsport Images

“Mostly, I would say, funny enough, it also like echoes something very ancient and very rich, which is a narrative archetype, almost like Shakespeare on wheels, you know, you've got rivalry, and you've got tragic downfalls, and all of a sudden, you've got unprecedented or unheard of heroes.

“So I think we're hooked, because we're a culture that loves entertainment, and that's really what hooks us.”

While the chance to partner with the Monaco GP would appeal to any brand, for TAG Heuer in particular, the move continued an association with the region.

"Monaco has been kind of the spiritual home of our brand," George Ciz, chief marketing officer of TAG Heuer explained.

"The links that we have with this Principality are incredible. Our most iconic collection is TAG Heuer Monaco, which was the very first square chronograph introduced in 1969.

"It came because the leader of the brand at the time, Jack Heuer, just fell in love with the Principality, fell in love with this grand prix, and he wanted to create the watch that really celebrated that.

George Ciz

Photo by: Alberto Crippa

"Ever since, this watch became an absolute icon, and we have been part of this grand prix in many different shapes, whether they're partners of the Formula 1 from 1992 to 2003, whether they're partnering with many different teams, from Ferrari through McLaren and now through Oracle Red Bull Racing, through many drivers that have worn our watches - the link is just incredible.

"So, to be the title [sponsor] here, honestly, it is really a dream come true for us. We weren't even hoping for it in their wildest dreams, and somehow, through a serendipitous situation, it happened, and we're just incredibly excited. We refer to Monaco Grand Prix as an institutional moment for us."