Luxury fashion house Dior recently named seven-time Formula One (F1) champion Lewis Hamilton as its latest menswear ambassador and guest designer for an upcoming winter collection, following his victory at the 2024 British Grand Prix at Silverstone.
But how popular is F1 auto racing among consumers who are in the market for luxury goods? And which luxury brands enjoy the highest purchase consideration among F1 followers at present?
Here’s what the latest YouGov Profiles data on Hong Kong and Singapore – two major luxury fashion markets in Asia – reveals.
What proportion of luxury shoppers follow F1 auto racing – and which drivers are most popular?
Among consumers who are likely to purchase luxury goods in the next 12 months, about one in seven (15%) in Hong Kong have watched/followed F1 races over the past year, while about three in ten (29%) in Singapore say the same.
When asked to indicate their favourite motorsport drivers (if any), Lewis Hamilton of Team Mercedes emerged as the most popular F1 driver among male luxury shoppers in both markets.
Fernando Alonso of Team Aston Martin Aramco Mercedes is the only other driver that ranks among the top five in both markets. While he is second most popular in Singapore, ahead of Red Bull Racing Honda’s Max Verstappen and Sergio Perez, he is fifth most popular in Hong Kong.
Hamilton’s Mercedes teammate George Russel is second most popular in Hong Kong, followed by Alpine Renault’s Pierre Gasly and McLaren Mercedes’ Lando Norris.
Which luxury brands would F1 followers most consider buying from?
When asked to indicate luxury brands they would consider buying from, French fashion label Chanel emerged as the most popular label among F1 followers in Hong Kong, as of late July. Swiss watch brand Rolex and American designer label Calvin Klein are the next most popular.
When F1 followers in Hong Kong were asked to indicate luxury brands that they would consider buying from, French fashion label Chanel took the top spot, followed by Swiss watch brand Rolex and American designer label Calvin Klein – as of late July.
In Singapore, French fashion label Louis Vuitton is the luxury fashion brand F1 followers are most likely to consider buying from, followed by Calvin Klein. Meanwhile Chanel, local fashion house Charles & Keith and US label Ralph Lauren jointly take the third spot.
Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Hong Kong is representative of the online population and weighted by age and gender. Profiles data for Singapore is nationally representative of the adult population and weighted by age, gender and ethnicity. Learn more about Profiles.
