Rolex/ TAG Heuer F1 Change up

Start of Adrian’s video discussing this.
Thought interesting

That’s is a proper wedge of cash and a ballsy move to triple what Rolex were paying. They’ll make that back in no time, based on current and (no doubt) regular future price hikes though.

this article had a good idea on what LVMH might looks to do
https://watchesbysjx.com/2024/07/lvmh-rolex-formula-1-sponsorship.html

That certainly is an interesting article. The headlines of TAG Heuer taking over the sponsorship being rather skewed as, whilst they may be the name shown on the timing element for obvious historical reasons, the actual sponsorship could be LVMH with all the other brands filling in various sectors which support F1.

A bit like the management company in my small estate of houses, which openly tender every year for various things like keeping the planting tidy and mowing the open areas to servicing of electrics and insurance. Whilst these are all tendered impartially…they always get awarded to separate companies which just happen to have the same directors, unsurprisingly.

The more I think about it, the more this would be a genuine move for LVMH.

I watched Adrian’s take on this, and yeah, it’s a big shake-up, especially with the money involved. Makes you think how sponsorships like this are all about strategy—getting those brand names tied to something as massive as F1. The move feels bold but calculated, especially if other LVMH brands are quietly filling gaps in the partnership.