Two brands celebrate their anniversaries with a collaborative collection.

License Global

May 17, 2023

3 Min Read
S.T. Dupont x 24 Hours of Le Mans anniversary collection
S.T. Dupont x 24 Hours of Le Mans anniversary collectionIMG

During the centenary of the 24 Hours of Le Mans and the 150th anniversary of S.T. Dupont, the two are coming together to create a collaborative collection. This partnership was brokered by Le Mans’ exclusive licensing agency, IMG, which was recently listed top of License Global’s Top Brand Licensing Agents 2023.

“An historic event, an exceptional collection,” says Alain Crevet, chief executive officer, S.T. Dupont. “For the centenary of the Le Mans 24‐hour race, the craftsmen of S.T. Dupont have developed a complete range of products combining the brand’s codes with those of the motoring world. The climax of this collaboration is the fabulous Limited Edition of which I am particularly proud. A big ‘thank you’ to the A.C.O. for giving us this great opportunity.”

The Prestige range includes a smoker’s set and a writing set, each of which is accompanied by a keyring shaped like a helmet and in a limited edition of 288. The collector, limited to 188 copies, brings together the two sets and their accessories, to which have been added cufflinks.

The Premium range comprises cufflinks, a Line D large multifunctional writing instrument and a Line 2 lighter. The symbolism of the figure 8 is repeated and the engraved design on each item reproduces the curves and bends of the 24 Hours of Le Mans, to symbolize movement. The range is available in three colors: blue, orange and red.

The Access collection also rides the waves of this theme. In contrast to the two preceding ranges, this range does not bear any engraved figures, simply the 24 Hours of Le Mans logo. It is offered in the same three shades and the same finishes, but this time the designs are in straight lines, to symbolize speed, in particular the Mulsanne Straight. This range comprises a Défi Millennium pen and two Jet lighters (the Slim 7 and the Megajet).

The range is rounded off by several cigar accessories: porcelain ashtrays, cigar cutters and double cigar cases. This enables cigar aficionados, as well as car enthusiasts, to find their accessories, which are also offered in the three shades.

The last creation of this joint collection features leather goods: a 48H travel bag, backpack, shoulder bag, card holder, wallets and keyrings. Here also, the S.T. Dupont engineers have managed to suggest the car, because this fabric reminds them of the interior of racing cars.

“S.T. Dupont is a true reference and a brand with more than 150 years of history behind it,” says Pierre Fillon, president, Automobile Club de l’Ouest. “In this centennial year of the Le Mans 24‐hour race, now called ‘the race of the century,’ I’m very happy that our two institutions are forging this partnership that allows us to offer enthusiasts high-quality and collectible products.”

Although in the past S.T. Dupont has explored territories associated with travel and transport, this is the first time this French luxury emblem has produced a limited-edition collection on the theme of the car.

See IMG at Licensing Expo, taking place on June 13-15 at Mandalay Bay Convention Center, Las Vegas.

Register for Licensing Expo 2023.

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.




Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like