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The Irish Sun
09-07-2025
- Sport
- The Irish Sun
‘The right thing': Father of woman at centre of Christian Horner sexting scandal reacts to Red Bull F1 boss's sacking
THE father of the woman at the centre of the Christian Horner sexting scandal has revealed his thoughts about the F1 boss' sacking. The after 20 years as the racing team's principal. 7 Christian Horner was sacked today from his role as Red Bull Racing Principal Credit: Reuters 7 Horner and wife Geri at the F1 movie premier Credit: The Mega Agency 7 Horner looks on from the pitwall during practice racing in 2024 over texts he apparently sent to a female employee. The Brit was accused of sending in texts that were leaked. The father of the woman who received the texts has He said: "I've read the news and the right thing has happened. It's been all over the news and people know what took place." Read more on F! The dad reportedly refused to talk about what his daughter is doing now, after she left Red Bull. He said: "You'll have to find out for yourself, I don't want to go into details but she's not involved with them (Red Bull)." Horner vehemently denied the bombshell claims and two probes cleared the former boss. In February 2024, Horner was cleared of any wrongdoing after bombshell claims were made by a female colleague about his behaviour. Most read in Motorsport He had spent The probe later investigated him allegedly sending improper messages to a woman. Red Bull was ready to 'explode' under Christian Horner as Max Verstappen's future is uncertain A KC cleared Horner for a Spice Girl Geri Halliwell stood by Horner despite reportedly being left "in floods of tears" when the scandal broke and . A source said at the time: "This has been weeks of hell for Christian and his family. "As he has said all along, these claims are 'nuts'. 7 F1 World Champion Sebastien Vettel and Horner celebrate winning in 2010 Credit: AFP 7 Horner and Geri cuddle at a race Credit: PA "Geri has been rock solid behind Christian - and his whole family is relieved and elated that it's over. Those feelings are there but no one close to Christian feels like celebrating much after what he's been through." After Horner was cleared, Horner outlasted the scandal and reports of a growing rift between him and the Verstappen camp. Verstappen's father, Jos, a former racing driver, is reportedly a friend of the female complainant. The Dutchman repeatedly called for Horner's dismissal after the sexting scandal and hours before the Bahrain race in 2024. The pair reportedly had another row on Sunday at Silverstone, according to former F1 driver Ralf Schumacher. 7 Horner speaks to press as he arrives for the Bahrain GP Credit: AFP 7 Horner looks on from the grid during the F1 Grand Prix of Austria at Red Bull Ring Credit: Getty Max claimed his fourth driver's title despite the behind-the-scenes carnage and on-track challenges from Britain's Lando Norris in the arguably faster McLaren car in 2024. But while Max would have been hoping to add to his collection of titles with another defence in 2025 - Red Bull have floundered and been left in the dust by McLaren. Max currently has 165 of Red Bull's total points - while his two teammates combined have just 7. Verstappen's disappointing weekend in Silverstone which saw him spinning after a safety car essentially put the title all but out of his reach. Red Bull managing director Oliver Mintzlaff said about the sacking: "We would like to thank Christian Horner for his exceptional work over the last 20 years. "With his tireless commitment, experience, expertise and innovative thinking, he has been instrumental in establishing Red Bull Racing as one of the most successful and attractive teams in Formula 1. "Thank you for everything, Christian, and you will forever remain an important part of our team history." A look at Christian Horner's life and career CHRISTIAN Horner is among the most well-known names in Formula One having helped build Red Bull into one of the biggest teams in the sport. 1973 - Born in Leamington Spa, Warwickshire 1991 - Wins a Formula Renault scholarship after impressing in karting races 1993-1997 - Competed in a host of competitions including British Formula Three, British Formula Two, and Formula 3000 1997 - Founded and developed the F3000 team Arden 1999 - Retired from driving and continued developing the Arden team 2005 - Appointed head of Red Bull team, becoming the youngest ever team principal at that time 2009 - Wins his first races as team principal with Sebastian Vettel and Mark Webber 2010 - Wins the Constructors' Championship and Drivers' Championship with Vettel - the first of four doubles in a row 2013 - Has a daughter with ex-wife Beverly Allen shortly before the couple split 2014 - Gets engaged to Spice Girls member Geri Halliwell 2015 - Marries Halliwell in Woburn, Bedfordshire 2017 - Horner and Halliwell welcome their son 2021 - Wins another Drivers' Championship with Max Verstappen, beating Lewis Hamilton on the final lap of the season 2022-23 - Red Bull win the Drivers' Championship and Constructors' Championship two years in a row
Daily Mirror
09-07-2025
- Automotive
- Daily Mirror
Christian Horner's huge net worth, Ferrari stance and Geri Halliwell's messages
Now Christian Horner's time at Red Bull is over, Mirror Sport takes a look at the former team principal's life, including his huge net worth, and potential future Christian Horner is now no longer the team principal of Red Bull after he was relieved of his services. The 51-year-old had been with the team since their birth in 2005, steering them to eight Drivers' Championship titles, with the last four won consecutively from 2021 to 2024. However, this decision follows a tough 18 months that saw Red Bull's form gradually decline. Max Verstappen has since slipped to third in the standings and now trails Lando Norris by 61 points and current leader Oscar Piastri by 69. Most notably, his departure comes 17 months after he was accused of harassment and controlling behaviour by a female employee, allegations he has twice been cleared of by the F1 giant's parent company Red Bull GmbH. Now that Horner is no longer with the brand, Mirror Sport delves into his life. What is Christian Horner's net worth? Horner was the longest-serving team principal in the sport and was subsequently also the highest paid. The Times has previously stated that his salary had risen by 11% from £8.04m in 2022 to £8.92m in 2023, according to accounts filed by Red Bull Technology LTD. As well as his salary, there were also other business interests including two country homes in Oxfordshire and Hertfordshire. When all of this is considered, his net worth is in and around the £41.4m mark, according to the Sun. Horner's journey in motorsport initially began as a driver, where he enjoyed some success and even became a race-winner with British Formula Renault in the late 1990s. He hung up his racing gloves in 1998, when he was only 25 years old. He then delved into team management, becoming the head of International Formula 3000 squad Arden International, which he helped launch back in 1997. In 2005, Red Bull Racing signed him up as their team principal and quickly became one of the powerhouses of F1. Geri Halliwell's clear messages Amidst swirling rumours, Geri Horner has been her husband's rock. Soon after the allegations came to light, she famously held his hand and walked with him down the paddock at the 2024 Bahrain GP. In March, it was reported that the ex-Spice Girl had opted to legally hyphenate her surname to Halliwell-Horner. In a 2024 video for Dior, she introduced herself with her maiden name by saying: "C'est moi! Geri, Geri Halliwell. Enchantée," further fuelling speculation about their status together. On the front page of her latest novels, the second instalment of her Rosie Frost series, her name is down as 'Halliwell-Horner.' Yet, when quizzed about a legal name change, the 52-year-old star vehemently denied such moves to The Times, saying: "That's a load of c**p. It's my writing name. I haven't legally changed anything - Horner is the name on my passport." She's continued to stick by her man and maintain a united front, putting pay to any doubt that she didn't want to work through the awkwardly public situation they were faced with. Christian Horner's clear Ferrari stance Horner has been regularly linked with a move to Ferrari, but has always been adamant that his loyalty was with the Milton Keynes team. Just last month, he poured cold water over any rumours of a departure, saying: "There are so many rumours, I'm not going anywhere. I'm fully committed to Red Bull. "We've got so much good stuff coming through the pipeline. We're on the verge of launching our own engine for 2026 which has been a massive project and undertaking. Of course, it's always flattering to be associated with other teams, particularly teams like Ferrari. But no, I'm not going anywhere." Horner has also said that he has turned down approaches from other brands in the past. While he did not name Ferrari, he did tell PlanetF1:"Obviously, over the years, I've had different approaches, and it's always flattering to be associated with any other team as they're all great teams. But my heart and soul are in this team." Whether Ferrari will be able to sway him to the red brand remains to be seen. They may have better luck now Horner is no longer with Red Bull.
Time of India
23-06-2025
- Automotive
- Time of India
‘I prefer to remember him smiling': Flavio Briatore explains why he stays away from Michael Schumacher
More than a decade after Michael Schumacher 's life-altering skiing crash, former Benetton team boss Flavio Briatore has offered one of the few fresh glimpses into the F1 legend's closed world. Speaking to Italy's Corriere della Sera , and echoed in follow-up coverage across international outlets, the 74-year-old said he still speaks with Schumacher's wife, Corinna, but chooses not to visit the seven-time world champion at their Swiss home. His reasons shed light on both a long, private friendship and the painful reality of Schumacher's condition. A friend who keeps his distance 'If I close my eyes, I see Michael smiling after a victory. I'd rather remember him like that than see him lying in bed,' Briatore told the paper. Those words capture a dilemma familiar to many who have watched loved ones suffer catastrophic injury: the pull between loyalty and the wish to preserve happier memories. Schumacher, 56, has not been seen in public since the off-piste accident in Méribel, France, on 29 December 2013, which left him with severe brain trauma. In steady touch with Corinna Although he stays away physically, Briatore said the lines of communication remain open. 'Corinna and I talk often,' he revealed, underscoring the mutual trust that still links Schumacher's inner circle to the man who first spotted the German's talent in the early 1990s. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like What She Did Mid-Air Left Passengers Speechless medalmerit Learn More Undo Corinna has famously guarded her husband's privacy, releasing virtually no medical detail beyond confirming that he continues rehabilitation at their Lake Geneva estate. Briatore's comment respects that secrecy while hinting at the solidarity friends maintain from a distance. The Benetton bond that changed F1 Briatore's connection to Schumacher runs deep: as Benetton team principal he fast-tracked a 22-year-old rookie into the seat in 1991, then built the outfit around him. Schumacher repaid that faith with back-to-back world titles in 1994 and 1995—championships that launched a career which ultimately tied Lewis Hamilton's record of seven crowns. That shared history explains why Briatore's words carry weight; few others were as close during the German's meteoric rise. A guarded legacy, a public yearning Since the accident, official updates on Schumacher have been scant. Even small gestures—like fellow great Sir Jackie Stewart carrying a helmet bearing the initials 'MS' during a Bahrain GP lap earlier this year—make headlines because information is so rare. Briatore's decision 'not to intrude,' as some supporters interpret it, reinforces the family's stance: Michael's recovery is private, and memories of his brilliance on track remain the picture they wish the world to keep. Why Briatore's stance matters Fans, sponsors and former colleagues still crave news of one of motorsport's biggest icons. Yet Briatore's comments remind observers that respect sometimes means restraint. By choosing memories of a champion lifting trophies over the reality of long-term care, he signals that Schumacher's competitive spirit—not his injury—should define his story. As the F1 paddock rolls on without the driver who once owned its record books, that perspective may be the closest thing to an update the public receives—and, Briatore suggests, perhaps the fairest way to honor a friend. For real-time updates, scores, and highlights, follow our live coverage of the India vs England Test match here . Game On Season 1 kicks off with Sakshi Malik's inspiring story. Watch Episode 1 here
Winnipeg Free Press
13-06-2025
- Automotive
- Winnipeg Free Press
Lance Stroll fights through wrist injury to race at home Grand Prix in Montreal
MONTREAL – Lance Stroll is gaining a reputation for fighting through pain. The lone Canadian driver in Formula One will race for Aston Martin at this weekend's Canadian Grand Prix, two weeks after missing the Spanish GP and undergoing surgery on his right wrist. Aston Martin said the issue dated back to 2023, when Stroll famously broke both his wrists in a bike accident but returned to the track ahead of schedule for the season-opening Bahrain GP. 'It gives me a lot of confidence that I've done it before, and I was in much worse shape,' he said. 'I had both wrists that were broken, one was not fixated. My toe was broken. I was in a lot more pain.' Citing medical privacy, the 26-year-old from Montreal wouldn't disclose much about his most recent injury during a defensive press conference Thursday at Circuit Gilles Villeneuve, but later revealed some details to a small group of local reporters. 'This was much more simple just to get it sorted. It's not like a whole broken bone again,' he said with his right wrist wrapped in a bandage at the Aston Martin hospitality. 'It was just fixing what was already aggravating me.' Reserve drivers Felipe Drugovich and Stoffel Vandoorne were considered as possible fill-ins if Stroll wasn't fit, but Aston Martin chief executive officer and team principal Andy Cowell said the team never expected to use its Plan B. 'Plan A's been strong all the way through, and Lance is here,' he said. 'He was the most upset that he wasn't driving Sunday in Barcelona, and has been the most determined person in the whole team to make sure that he's here this weekend.' Stroll took part in practice sessions and qualifying in Barcelona before pulling out of the race late, leaving Aston Martin without a second driver. If the operation was only a simple procedure, why didn't he do it sooner? Stroll explained that his wrist began acting up at the beginning of last month's European triple-header — the Emilia Romagna GP, Monaco GP and the Spanish GP — and he tried to power through without having to miss a race. The Canadian had already planned to have the procedure following the Barcelona race, he added. 'It tends to be a thing with these screws and stuff,' he said. 'You could go a couple years and it can be OK, and sometimes you just leave it in for life and sometimes it starts to bother you, and then it becomes — it starts to bother you very quickly. '(That's) what happened at the beginning of the weekend in Imola (Emilia Romagna), and then it was just pain tolerance, until, hopefully in my mind, the end of the triple header.' Stroll, who ranks 12th in the 20-driver grid through nine of 24 races, struggled to back-to-back 15th-place finishes in Imola and Monaco. Then his pain reached a tipping point in Spain. 'Got to the point in Barcelona where I was already struggling in (the second free practice), I had to get out of the car and miss 20 minutes at the end of FP2 to try and save energy for the race,' he said. 'Then I was just grinding through Saturday, and I was not at my peak form at all. 'Not a fun couple weeks, but feeling better now.' The BBC reported that Stroll lost his temper in the team's garage, damaging equipment and swearing at team members after being eliminated in the second qualifying session. The team has denied that the outburst caused his injury. 'I was frustrated, for sure,' Stroll acknowledged. 'Frustrated about my wrist and the last three races from Imola. It was just inhibiting my driving. So I knew that Sunday was going to be tricky, probably impossible. And at that point, I was pretty frustrated about it.' Cowell said he respected the fact that Stroll, as an ultracompetitive athlete, tried to drive through race weekend despite his ailment. 'They want to be in the race. They want to see the five red lights go out and have the experience of a 310-kilometre race,' he said. 'I have got huge admiration for all the drivers and that competitive spirit. 'But when for medical reasons things get too much, then you've got to stop.' Winnipeg Jets Game Days On Winnipeg Jets game days, hockey writers Mike McIntyre and Ken Wiebe send news, notes and quotes from the morning skate, as well as injury updates and lineup decisions. Arrives a few hours prior to puck drop. Stroll, whose father, Canadian billionaire Lawrence Stroll, owns Aston Martin's F1 team, has often performed well at home. He finished a career-best seventh in Montreal last year and has made the top 10 five of six times. Aston Martin, however, has struggled this season. The British outfit is tied for second-last in the constructors' championship with 16 points. 'It might be a little more difficult than last year,' Stroll said. 'We had good straight line speed and that gave us an advantage in Montreal. This year, we have a little less, but historically our team is strong here since 2019.' This report by The Canadian Press was first published June 13, 2025.
Forbes
12-06-2025
- Automotive
- Forbes
Why LVMH's $1.5B Formula 1 Bet Is No Average Luxury Partnership
Max Verstappen of Red Bull Racing during the Formula 1 pre-season testing at Sakhir Circuit in ... More Sakhir, Bahrain on February 26, 2025. (Photo by Jakub Porzycki/NurPhoto via Getty Images) When my favorite Cashmere Wolf, Bernard Arnault, chairman of luxury behemoth LVMH Group, watches Max Verstappen navigate treacherous corners at 180 mph during the Formula 1® Bahrain circuit, he does so with an eye towards his calculated $1.5 billion, 10-year investment into a competition rapidly growing in popularity. Like the Group's 2024 Paris Olympic Games sponsorship, this unprecedented partnership, announced in late 2024 and aligned with the sport's 75th anniversary and season, represents far more than logo placement on fast cars. Three distinct LVMH maisons—TAG Heuer, Louis Vuitton, and Moët & Chandon — each now play carefully choreographed roles in what amounts to luxury's most ambitious sporting investment in Arnault's latest exercise of strategic narrative layering. Arnault orchestrated TAG Heuer's takeover from Rolex the role of official timekeeper for Monaco's Grand Prix; integrated Louis Vuitton's bespoke trunks as carrying cases for Formula 1 trophies; and ensured Moët & Chandon's omnipresence across newly rebranded races, Formula 1 TAG Heuer Monaco GRAND PRIX; Formula 1 Louis Vuitton Australian GRAND PRIX 2025; and Formula 1 Moët & Chandon Belgian GRAND PRIX 2025. These LVMH brands will peacock on 24 global stages across nine months—stages that drew 1.5 billion cumulative TV viewers last year with an average viewership of 70 million per race—reaching a sundry audience that may never have entered a Louis Vuitton boutique or considered a TAG Heuer timepiece. With these spectators skewing younger and more diverse than traditional luxury consumers, Arnault clearly has his eyes set on future customer cultivation, something many luxury brands often eschew in favor of those who can afford their products today. With Formula 1 now making scheduled Grand Prix stops in my Miami backyard for the next 15 years, I ventured onto the tracks last month to understand the sport's growing entanglement with luxury. What I discovered were strategic partnerships navigating a balance between a rich motorsport tradition, a lifestyle signature, and a technologically savvy fanbase increasingly led by women. KEITH, SCOTLAND – OCTOBER 30: (EDITORS NOTE: This image is a composite, and has been digitally ... More retouched) The Aston Martin AMR24 is showcased inside the historic Still House at the Glenfiddich Distillery in Keith, Scotland, on October 30, 2024. This unique setting celebrates the newly announced global partnership between Glenfiddich and Aston Martin Formula One® Team. (Photo by Guidofor Glenfiddich) 'Formula 1 is really having a moment,' Rob Bloom, CMO of Aston Martin Formula 1, told me over a dram of Glenfiddich 50YO Simultaneous Time, part of the single malt scotch whisky brand's Time Re:Imagined collection, and the rarest of the scotches Bloom and I would taste that evening. 'There are still new people discovering Formula 1 today. [This growth is attracting] After racing McLarens at the McLaren Track Driving Event, followed by a MIAMI GRAND PRIX® Track Preview Experience & Paddock Tour, both courtesy of Chase Sapphire Reserve, I traded my track day sneakers for heels and a Donna Karan silk dress as I headed to the Mandarin Oriental for an exclusive dining experience with the Aston Martin Aramco Formula One TeamTM to sample Glenfiddich's impressive lineup. The dinner was part of Aston Martin F1's multi-year partnership with the scotch brand, announced at the November Las Vegas Grand Prix, where Glenfiddich unearthed a rare cask from 1959 – the very year Aston Martin debuted in Formula 1 – to create a commemorative single bottle expression. In aligning origin stories, both brands enlisted the marketing strategy of borrowed equity from each brand's legacy to augment their respective audience. In this well curated pairing, an Aston Martin enthusiast and a Glenfiddich connoisseur both share a love of the artisanal, of precision engineering, and a deep appreciation for heritage, innovation, and the relentless pursuit of distinction. 'The growth mindset that exists in the team is that we'll never settle,' Bloom said. 'There is that ongoing pursuit of excellence and betterment. Even when we win a race, the only thing we're thinking about is the next race and the next win. Which in a way is addictive. It feeds you and everybody in the organization lives with this growth mindset.' Under Bloom's marketing leadership, the brand is leveraging F1's burgeoning popularity by actively engaging with new audiences through lifestyle integrations and collaborations, such as with Glenfiddich. Beyond just winning races, Aston Martin F1's marketing strategy is towards continuously exalting the brand's image to an impassioned community. He continued, 'The sport itself is having a real moment. It's not just about that amazing tech racing story and the growth mindset and the competitive nature of the sport. It's actually about an extension into culture and lifestyle, and the fact that F1 shows up in everyday currency.' This cultural expansion has fundamentally changed how luxury brands approach Formula 1 partnerships. 'Aston Martin's brand is ultimately a lifestyle brand,' Bloom stated, 'and what we want to do as a brand in F1 is to make sure that we show up in a way that is more than just the sport.' Aston Martin F1 has recently collaborated with The Rolling Stones and DJ Dom Dolla to extend racing culture into the music, fashion, and nightlife territories luxury consumers inhabit. 'We want to get measured on how we bring people into the sport and our brand image,' he added. 'Whether you're wearing The Rolling Stones hoodie or drinking a glass of Glenfiddich, you should be able to experience and enjoy that as an extension of your celebration of two brands coming together.' Globant Co-Founder Guibert Englebienne interviews Jonny Haworth, F1's director of commercial ... More partnerships at the Globant and F1® Miami Garage Event 'What's really interesting is that as fans come in, they're younger, they're more diverse, they're more female and the challenge we have is that their interest in the sport spans everything,' Jonny Haworth, F1's director of commercial partnerships discussed during the Globant and F1 Miami Garage Event panel at the Miami Autodrome Paddock. 'The deep technology, the cars, everything that goes on the track all the way through to the culture and the lifestyle that goes on with drivers. And our role is to try and engage each of those audiences in a completely different way.' This diversification challenge is precisely where technology partners become essential to luxury brands' F1 strategies. Globant, through its multi-year Official Partner agreement with Formula 1, is using engineering and data to lean into human emotions. F1 has now gone from a niche automotive competition watched mostly by enthusiasts into an immersive experience accessible to global onlookers. 'Technology was getting into our pockets and therefore was changing the way we could connect 7 by 24 with the brands that we love, creating an emotional bond,' Guibert Englebienne, Globant's co-founder said. 'You need to make it memorable. It's a big investment for people to come here. So our vision is that technology can be used to improve that, to expand, to bring some gravity to the sport, and the combination of engineering with data with a very human oriented company. ' Formula 1's fundamental marketing objective, according to Donna Birkett Baida, the organization's director of marketing, is to 'make people fall in love with it, with our sport and with our brand.' She likened this to the complexity of human love, aiming for both 'incredible highs and passion' and 'a level of comfort.' The ultimate goal is to create 'moments that are so memorable' and drive engagement, 'really bringing people... from just being aware of our brand and that latent interest in our brand to actually genuinely falling in love with it.' Globant is now developing a Formula 1 customer-facing app to enhance fan experience while providing data to devise continued engagement opportunities. 'What I love about the app—and we're still in the conceptual stages—is that it's going to move us from being reactive,' Baida shared. 'Which is really important because we have to be with our fans – react to their behaviors, requirements, and needs – but moving us much more towards being proactive and trying to anticipate what their requirements are and give them the best possible Formula 1 experience.' Tag Heuer clock during the Formula 1 pre-season testing at Sakhir Circuit in Sakhir, Bahrain on ... More February 26, 2025. (Photo by Jakub Porzycki/NurPhoto via Getty Images) Shifting from efficiency to intimacy was exactly what Formula 1 needed to court new audiences, particularly the female demographic reshaping the sport's identity. This growing female F1 fanbase is inspiring entirely new forms of artistic expression within the circuit. Take Samantha Zimmermann, a fine artist whose motorsports realism captures both the technical precision and emotional sensations evoked in racing. Working primarily in oil paint and graphite pencil, Zimmermann has found her niche painting live at major IMSA and HSR events. 'Lyn Hiner, Anita Lewis, and I were invited to display our work within the Paddock Club,' Zimmerman shared with me in email. 'In addition to having art on display, we are also doing live painting demonstrations throughout the weekend! Guests who visit the marketplace space within the Paddock Club will also be invited to participate in the paint-by-numbers feature.' LVMH was undoubtedly betting on this demographic shift when structuring their billion-dollar F1 investment. TAG Heuer has been actively cultivating the sport's female future through its partnership with F1 ACADEMY™, the all-female single-seater racing series designed to propel women toward motorsport's highest levels. 'We have a unique opportunity to fundamentally change our industry, driving female participation at every level of motorsport,' Susie Wolff, a former F1 test driver and managing director of F1 ACADEMY™, said in TAG Heuer's brand magazine. Since becoming F1's official timekeeper, TAG Heuer CEO Antoine Pin reports traffic in stores has increased by double digits, forcing the brand to increase production on the car-related models. The timepiece manufacturer's position jumped from 15th to 11th among top Swiss watch brands by sales in 2024. With Formula 1 now attracting over 800 million viewers annually—40 percent of whom are women—the sport's unique combination of technological sophistication, global reach, and cultural expansion creates opportunities for luxury brands to access passionate communities where, as with the pursuit of luxury, precision, innovation, and excellence are already expected. The racing platform serves as both scientist and laboratory in teaching brands how to win over consumers prioritizing experiences over products, authenticity over exclusivity, and emotional connection over transactional relationships. MIAMI, FLORIDA - MAY 04: Max Verstappen of the Netherlands driving the (1) Oracle Red Bull Racing ... More RB20 leads the field into turn one at the start during the Sprint ahead of the F1 Grand Prix of Miami at Miami International Autodrome on May 04, 2024 in Miami, Florida. (Photo by) Baida's F1 mission to 'make people fall in love with our sport and our brand' represents a seismic shift from luxury's once pragmatic exclusivity to a now fervently passionate inclusivity. When TAG Heuer reports double-digit store traffic increases and jumps from 15th to 11th in Swiss watch rankings because of the Formula 1 partnership, particularly at a time when tariffs are upending the Swiss watch industry, it reaffirms emotional connection as luxury's most recession-proof currency.
