On the eve of Monza, the so‑called Temple of Speed, LVMH has unveiled “At the Speed of Dreams”, the creative signature and brand film for its role as Global Luxury Partner of Formula 1. It signals how the world’s largest luxury group intends to inhabit motorsport over a decade: through craft, time, hospitality, and culture.
Beyond technique, the message is simple: the same obsession that guides a driver through Eau Rouge guides an artisan through a stitch. Precision of gesture. Repetition. Marginal gains. It avoids romance for romance’s sake and instead draws a practical connection between performance and craft. In a world that loves to pair “heritage” with “innovation,” the film actually shows both.
Ten months into a ten‑year partnership, the pieces are falling into place. Moët & Chandon is the Official Champagne of Formula 1 and title partner of the Formula 1 Möet & Chandon Belgian Grand Prix 2025, re‑anchoring a ritual that already feels elemental to the sport: the sting of cold spray, the sweet‑yeasty nose in the air, metal podium plates wet with celebration. TAG Heuer is the Official Timekeeper and title partner of the Formula 1 Tag Heuer Grand Prix Du Monaco 2025, with the official pitlane clock on display and a presence across the Fan Zone and Paddock Club. The watchmaker’s ties also stretch to Oracle Red Bull Racing and the F1 Academy, the series designed to elevate women drivers.
Louis Vuitton, meanwhile, continues its dialogue with sport through bespoke trophy trunks and took title partnership of the Formula 1 Louis Vuitton Australian Grand Prix in Melbourne this year. Think brass‑cornered monograms meeting polished silverware, opening to velvet cradles that fit each cup with exacting geometry.
The cultural significance is bigger than branding. Formula 1 is not a casual platform. It is a global calendar engineered around precision, spectacle, and hospitality. LVMH’s approach plays to its strengths: build environments, make objects that last, use content to frame meaning. The brand film’s use of AI will annoy purists who equate luxury only with the hand, yet it reflects a real creative shift. High luxury is finally comfortable using new tools publicly, not to erase craft but to highlight it. That is a useful signal for the wider industry, from watchmaking to couture.
A related series under the same banner features Léon Marchand, Olympic champion and world record holder. It explores how imagination fuels performance. Read more about that here.
There is always a risk that luxury turns sport into signage. This execution reads differently. LVMH is not pretending to be a team or a governing body. It is bringing what it knows: measured time, ceremonial moments, and the choreography of service. The proof will be in how these experiences feel in person, from the weight of a trunk handle to how a Paddock Club activation respects the energy of a race rather than smothering it.
For the modern gentleman, the takeaway is restrained. You do not need a logo on a halo to appreciate the alignment. Consider instead the disciplines in dialogue: a balance wheel beating at 5 Hz beside a V6 hybrid spinning past 10,000 rpm; a cellar master choosing a cuvée for victory night; a trunkmaker calibrating a hinge to close with a soft sigh.
If “At the Speed of Dreams” avoids cliché and stays anchored to craft, it will be one of the few big‑ticket partnerships that adds more to the sport than it takes.
