The racing star tipped to overtake Lewis Hamilton’s F1 style
After seeing Lewis Hamilton charge past trackside at the Australian Grand Prix’s Albert Park home moments earlier in baggy jeans and braids, it’s difficult to believe that the man in front of me is being heralded as his Formula 1 fashion successor.
Four-time world champion Max Verstappen is schoolboy-scrubbed-clean in his neat as a pin Red Bull Racing uniform, fulfilling commitments as an ambassador for watch brand TAG Heuer.
“Straightforward,” is how Verstappen describes his personal style.
Max Verstappen (left) and fellow Red Bull driver Liam Lawson with the Oracle Red Bull Racing RB21 ahead of the Australian Grand Prix.Credit: Getty Images
It’s not the response that gets you invited to the Met Gala like the more adventurous Hamilton, but it pays the bills.
Last year Verstappen, 27, earned a salary of $US60 million ($90 million) according to Forbes, with $US20 million in performance bonuses and $US6 million in endorsements, which along with TAG Heuer include Heineken and Red Bull fashion brand AlphaTauri.
This reportedly puts him $US18 million ahead of Hamilton in earnings.
The earnings have less to do with Verstappen’s style, and more to do with his familiarity with the chequered flag.
“All sponsors want to be associated with Max because he is the pre-eminent driver in the F1,” says Mark Gallagher, F1 business expert and author of The Business of Winning. Strategic Success from the Formula One Track to the Boardroom.
“It’s why teams like Mercedes and Aston Martin are also looking at him.”
In 2023 Gallagher made waves when he suggested on the GP Racing podcast that Verstappen could become the sport’s first billion-dollar driver.
“It trips off the tongue, but it all depends on how long he drives for,” Gallagher says. “He’s already indicated he won’t hang around forever. Even if it’s another 10 years, we’re talking around $600 million.”
Formula 1 driver Lewis Hamilton has become a fashion and cultural icon.Credit: AP
That could be another decade of talking about TAG Heuer watches. When luxury conglomerate LVMH negotiated a deal with the owners of F1 reported to be worth $US1 billion ($1.6 billion) over 10 years, TAG Heuer replaced Rolex as the sport’s official timekeeper. The watchmaker is believed to be contributing $US50 million a year.
As a brand ambassador, Verstappen is mostly the model of efficient Dutch diplomacy. A hint of emotion creeps through when talking about one watch.
“It means a lot to me,” Verstappen says, looking down at his one-of-a-kind Monaco Split-Second Chronograph. His lion’s head logo is positioned at 3 o’clock and his world championship seasons 2021, 2022, and 2023 are on display.
Verstappen will wear the watch throughout the Melbourne race.
“It’s a watch you can enjoy in a sporty environment, and you can also dress it up.”
There’s also the hint of a smile when talking about Melbourne.
“You have to travel a long way to get here, and you also want to enjoy it a little bit, right?”
In minutes the interview is over and there’s no time to discover if Verstappen’s enjoyment is as straightforward as his style.
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