All eyes were on the Sainte-Dévote (or Turn 1) during the Monaco Grand Prix where Lando Norris, of McLaren took home the top spot. While the Coupe de l'Automobile Club de Monaco was undoubtedly the most coveted accessory to bring home, the most essential accessory of any F1 race are sunglasses.
Sunglasses have always paired perfectly with Formula 1 stars. Contemporary drivers such as Mercedes' George Russell and Ferrari drivers Charles LeClerc and Lewis Hamilton consistently showcase high-end eyewear, often from brands like Oliver Peoples and Jacques Marie Mage to complete their paddock looks.
Mercedes driver George Russell takes in the views of Monaco. Photo credit @russellgeorge63. Instagram 22, May 2025.
Police, the lifestyle brand under the De Rigo Group, and Mercedes-AMG PETRONAS Formula One Team teamed up to launch an exclusive capsule collection that blends Police's distinct design aesthetic and the cutting edge engineering prowess of Mercedes's F1 team. The collection features four frame styles, available in three color variations, drawing inspiration from the Mercedes-AMG Petronas signature design elements. You can explore the collection further at: Police - De Rigo Group
Police x Mercedes Man Sunglasses Police SPLR49M
Mercedes is not the only team leveraging luxury eyewear collaborations. Scuderia Ferrari has enjoyed a successful partnership with Ray-Ban since 2016. This established collaboration offers a wider range of styles, including limited-edition frames, appealing to discerning tastes.
Ferrari driver Charles LeClerc waves to fans in Ray-Band’s Reverse Wayfarer at Chinese Grand Prix
Beyond the Paddock: The Strategic Play
The F1 audience has undergone a significant transformation in recent years, attracting a broader and more diverse fan base. This evolution, fueled by social media engagement and the popularity of Netflix's "Drive to Survive," presents a unique opportunity for both established luxury brands and emerging labels to connect with a global audience.
While Formula 1 sponsorships command a premium, brands seeking entry into this high-profile arena should explore strategic partnerships with F2 or F3 teams and drivers. By aligning with rising stars, eyewear brands can establish an early presence and cultivate relationships with future F1 champions.
Most races occur during the day, and if lucky enough under sunny skies. Eyewear brands can look to capitalize on experiential and guerrilla marketing tactics during race weekend to engage the burgeoning F1 fanbase.
Beyond the drivers themselves, the F1 paddock offers a wealth of influential figures with significant social reach. From team principals to celebrity enthusiasts and the most stylish WAGs, strategic gifting initiatives can create valuable brand exposure. The allure of a complimentary, high-quality gift, particularly one that is both functional and fashionable, should not be underestimated.
The Winner's Circle: Why This Matters
The future of Formula 1 and brand collaborations promises to be dynamic. Eyewear will undoubtedly remain a key element of the F1 aesthetic, and brands that recognize this opportunity will find themselves well-positioned to capitalize on the sport's continued growth.