How F1 Is Wooing a New Breed of Luxury Brands as Sponsors

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As someone who has always been passionate about sports and beauty, I find the recent developments in Formula 1 Academy truly inspiring. Having grown up watching racing teams collaborate with fashion brands, it’s heartening to see this trend continue, particularly with the inclusion of female-founded brands like Charlotte Tilbury.

Inquire about the circumstances under which H. Moser & Cie’s watch was worn by BWT Alpine F1 Team driver Pierre Gasly, and CEO Edouard Meylan would share an unconventional tale of how his company managed to secure such a high-profile sports sponsorship, deviating from the usual route.

Back in the chilly days of late 2023, I never imagined myself in this thrilling position, but here I am! It all started when an unexpected email popped up in my inbox from Alpine Racing executives. Initially, I thought it was a prank. The message read, “We’re considering you for a partnership with our Formula 1 team. Would you be interested?”

“Meylan chuckles, remarking, ‘We often receive a great deal of junk mail.’ It’s amusing because our dad has been an avid Alpine car racer for decades and is quite the enthusiastic collector,” (paraphrased)

Following his discussion with his brother and fellow entrepreneur Bertrand, Meylan confirmed that the situation was indeed authentic. It turned out that Luca de Meo, the CEO of Renault (the company behind Alpine), admires H. Moser, a nearly 200-year-old Swiss watchmaker based in Schaffhausen. The team at Renault/Alpine were looking for a prestigious watch partner to enhance their image. (Notably, when the racing powerhouse changed its F1 team’s name from Renault to Alpine in 2021, they started welcoming high-profile investors such as Ryan Reynolds, Michael B. Jordan, Patrick Mahomes, and Travis Kelce, among others.)

Prior to the commencement of the 2024 racing season, H. Moser and Alpine had established a partnership encompassing Formula 1 and various other categories, such as the FIA World Endurance Championship and future Alpine road cars set for release in the U.S. in 2027. With the agreement finalized, H. Moser embarked on a fact-finding mission to create a unique timepiece emblematic of this collaboration. “We engaged with the drivers to understand their preferences,” he explains. “They were drawn to the sporty Streamliner collection, which forms the foundation of this partnership.”

As a longtime watch enthusiast and collector, I find myself consistently captivated by the intricate craftsmanship and artistic vision that goes into creating high-end timepieces like the Streamliner Cylindrical Tourbillon Skeleton Alpine Limited Edition. With its three-dimensional sculptural engineering and transparent details visible from every angle, this watch is a true masterpiece of modern horology.

Enhancing its allure, this timepiece lacks an overt logo or brand identification; those in the know can recognize it. According to Meylan, “Each watch we craft is considered as a work of art.”

As a gaming enthusiast, I’m thrilled to share that I’ve been chosen as H. Moser’s first-ever ambassador, a unique collaboration that sets us apart from the crowd. Much like many racers, I’m also a passionate collector of timepieces.

“Time is the essence of my existence – constantly pursuing it, both on and off the racetrack,” Gasly expresses. “I’m drawn to skeleton watches, appreciating their intricate design and inner workings. My choice of watch has been deeply emotional for me. It serves as a link to particular moments in my life, be they professional or personal.”

The Meylan brothers have a deep appreciation for both luxury timepieces and racing, a passion they’ve inherited from their father, Georges-Henri Meylan, who was the CEO of Audemars Piguet for several years and also a car collector and F1 enthusiast. Approximately 10 years ago, Edouard and Bertrand purchased H. Moser & Cie., a watchmaking company founded in 1828 that was on the verge of bankruptcy at the time. Throughout its rich history, H. Moser has developed 18 in-house calibers and manufactures various components such as regulating organs, balance-springs, and other parts. These components are not only used for their own watch production but also supplied to 35 other companies. Under the Meylans’ ownership, H. Moser produces around 3,500 watches annually, characterized by their minimalistic design and specialized movements that aim to bridge the gap between traditional and contemporary watchmaking.

H. Moser expresses high expectations for both Alpine and F1 as they prepare to return to North America within a few months.

“Gasly states that America serves as a significant focus for Formula One. Essentially, the aim is to bring top-tier offerings to the United States and captivate American audiences.”

As a passionate fan, I can’t help but marvel at the immense influence Formula 1 racing has gained worldwide, captivating an affluent and ambitious fanbase who share a common enthusiasm for speed and luxury. This diverse following has not only expanded the viewership but also opened up new opportunities for sponsorship. Brands like H. Moser, known for their unique style, find themselves in a prime position alongside established luxury powerhouses such as Rolex, making the Formula 1 paddock a vibrant mix of timeless and contemporary elegance.

During the Miami Grand Prix, approximately 3.1 million viewers watched the race on average, reaching a peak of 3.6 million viewers. This marked a new record for live TV viewing of F1 races in the United States, as per ESPN’s reported figures. In 2022, the previous high was an average of 2.6 million viewers (peaking at 2.9 million). As the only U.S. race for the F1 Academy this year, Miami also hosted its second season, with Susie Wolff, a former race car driver, serving as its leader.

1) F1 Academy works towards enhancing representation and diversity within the sport, introducing female racers onto the circuit and aiding them in climbing higher ranks of motor racing competitions. Five teams take part in this series, boasting three drivers aged between 16 and 25 years old. The competitors race against each other using 15 identical Formula 4 vehicles that can reach speeds of 150 mph and accelerate from 0 to 60 mph in just 3.6 seconds.

In 2024, the F1 Academy will consist of seven global races, available for viewing in over 160 countries, both on YouTube and through F1 TV. Ten out of fifteen driver’s vehicles will display liveries sponsored by teams competing in Formula One, similar to Netflix’s hit series Drive to Survive. The popularity of the sport has been boosted by this show, and now, the F1 Academy is set to air on streaming services thanks to Reese Witherspoon’s Hello Sunshine production company. They have announced that a docuseries currently in production will be released globally in 2025. This series will offer fans an exclusive look at the all-female driving category, filled with drama, personal narratives, and high-stakes competition.

As a devoted fan, I’ve noticed that Formula One has made attempts to make the sport more welcoming for women in the past. Back in 2004, they introduced Formula Woman, followed by the W Series in 2019. However, these initiatives didn’t quite catch on. In 2023, only one F1 Academy race at Circuit of the Americas was aired. Yet, with the series gaining attention through its filming and broadcast, Lewis Hamilton’s presence, and major brands getting involved, this feels like a fresh chapter in the world of F1.

Companies such as American Express, QVC, Charlotte Tilbury, and Tommy Hilfiger have partnered with the F1 Academy. As per statistics provided by Formula One, approximately 40% of Formula One fans are now female, marking an increase of eight percent since 2017, and there is also a rise in the number of women attending these races.

At the Miami Grand Prix, American Express announced a worldwide partnership with the Formula 1 Academy. This partnership includes a unique car design and racing attire for British driver Jessica Edgar.

The Tommy Hilfiger brand, which has collaborated with racing teams since the 1990s, sponsors Spanish driver Nerea Martí, who debuted a red, white and blue car and race suit in Saudi Arabia pre-season testing. Hilfiger is also working with the Apple Original Films Formula 1 movie starring Brad Pitt alongside Hilfiger menswear ambassador Damson Idris, slated for 2025. Hilfiger grew up in Elmira, New York, just 30 minutes away from Watkins Glen, the original home of the US Grand Prix from 1961 to 1980. His early business partner, Lawrence Stroll, is the father of Aston Martin driver Lance Stroll.

In May, QVC and Prema Racing supported Courtney Crone, an American racer from California, to compete as a Wild Card entry in the F1 Academy. Despite never having driven an F1 Academy vehicle before, Crone was placed on the grid at the age of three and had already started her kart racing career.

“Crone notes that the F1 Academy is providing a substantial chance to drivers via Wild Card entries, particularly in America. He explains that it can be challenging for non-European young women to find their way into series like this, but the assistance he’s received from the F1 Academy and Prema Racing team has been incredibly beneficial to him.”

According to Wolff, “Wild Card entries are intended to encourage local talent and demonstrate to aspiring female racers at each of our venues that there’s a distinct route into this sport for those who are dedicated and skilled.”

Charlotte Tilbury made its debut in global sports sponsorship, marking it as the first female-led and beauty brand to sponsor Formula 1 Academy. The Charlotte Tilbury vehicle, managed by Rodin Motorsport, flaunts a design, helmet, and racing gear adorned with the iconic Hot Lips logo from the makeup line and its empowering message: “Shape Your Destiny!” Lola Lovinfosse, an eighteen-year-old racer from France, is behind the wheel of this Tilbury car. Her makeup tutorial videos display a refreshing contrast to the traditionally masculine atmosphere of motorsports and Formula 1, as she showcases the products she uses. This year, four races will be held in locations such as the Netherlands, Singapore, Qatar, and Abu Dhabi for the Academy series.

Formula 1 heads back to the U.S. with races in Austin in October and November in Las Vegas.

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2024-08-16 20:26