LVMH is stepping on the gas and pressing the accelerator in Formula 1: luxury, champagne and the God Chronos will be there in 2025. After dressing the Paris Olympic Games in its finest fabrics, LVMH is moving up a gear by getting a ticket on the starting grid, but without “Shoes marker”, Louboutin oblige.

The luxury giant has signed a ten-year global partnership for a sum slightly less than 100 million dollars. A modest sum for the No. 1 in luxury, the lord. Three flagship brands of the group will play the co-pilots of these prestigious Grand Prix: TAG Heuer, to ensure that the times are as precise as the Boussac group’s cut, Moët & Chandon, for podiums as sparkling as a Nebuchadnezzar king of Babylon, great builder and merciless conqueror, it makes sense, and the Louis Vuitton brand, no doubt to pack the trophies in more luxurious trunks that the cars in the parking lots will not be able to carry, because in a Ferrari, there is no trunk.

F1 has rejuvenated like its image, but not really with more femininity, and yet, in his time, Michel Mouton easily beat the men. Champagne on the finish line and luxury bimbos with a Swiss watch on their wrist and luxury luggage in the paddock: F1 has never been so chic. It remains to be seen whether the drivers will swap their helmets for Vuitton jackets, à la Pharrell Williams, to be continued…

FM