Louis Vuitton unveils trophy for the upcoming America’s Cup

By

Rocío ALONSO LOPEZ

Translated by
Roberta HERRERA

Published
Jul 4, 2024

French luxury brand Louis Vuitton continues to be a principal sponsor of the prestigious international sailing competition. On July 1, Louis Vuitton unveiled the trophy and its exquisite case for the 37th edition of the America’s Cup, maintaining their long-standing partnership that began in 1983.

Marc Alins, general manager Mediterranean at Louis Vuitton, presented the solid silver cup designed by silversmith Thomas Lyte. The trophy will be awarded to the winner of the Louis Vuitton Cup, the Challenger Selection Series of the competition. Additionally, a new bespoke trunk for transporting the Auld Mug, as the trophy is known, was introduced.

Crafted by Louis Vuitton’s artisans at their workshops in Asnières-sur-Seine, near Paris, the trunk features the iconic “monogram" pattern, adorned with a hand-painted scarlet "V" representing both victory and "Vuitton." The case is finished with gold-plated locks and clasps, and its interior is lined with Pantone blue leather.

Ads

The 37th edition of the sporting event, which first took place in 1851 during the inaugural World's Fair, is set to begin in Barcelona on August 29 and will run until October 27. Initially, five Challenger teams from various countries will compete in the qualifying regattas, all under the sponsorship of Louis Vuitton. These teams will vie for the chance to challenge the reigning champion, known as the Defender.

Founded in 1854, the Paris-based brand, which leads the ranking of the world’s most powerful luxury brands, is part of the LVMH conglomerate. This luxury portfolio includes renowned brands such as Kenzo, Fendi, Dior, Loewe, and Berluti.

In Spain, Louis Vuitton operates through two boutiques in Madrid, one in Barcelona, and stores in Ibiza and Puerto Banús, Marbella. The brand also maintains two dedicated spaces within El Corte Inglés department stores in Diagonal, Barcelona, and Castellana, Madrid. Recently, Louis Vuitton expanded its offerings with the launch of its first travel guide dedicated to Barcelona.

According to its latest financial data, the French conglomerate experienced a 2% decline in sales in the first quarter of the current fiscal year, attributed to challenges in the Chinese market, with revenue amounting to 20.7 billion euros.