During this month’s Formula One race in Austin, Texas, regional clients of Tag Heuer and Louis Vuitton were invited to an exclusive air-conditioned lounge, where perks included unlimited champagne, lobster tail and front row seats above the pits. Special guests included Louis Vuitton brand ambassador and Olympic swimmer Léon Marchand, who won five medals for France at last year’s Paris games, NBA champion Tony Parker, and Dallas Cowboys chief brand officer and co-owner Charlotte Jones.

While luxury boxes are a standard fixture at sporting events, this lounge was different: it was the first time that multiple LVMH-owned brands joined forces in this way, offering a glimpse of what’s to come under LVMH’s 10-year F1 sponsorship . Combining the individual investments of the maisons with the

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