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Jewellery in the driving seat thanks to F1

The thrilling twists and turns of the latest Formula 1 season have not only kept sports fans glued to their screens but also boosted the sales of racing car cufflinks by 74%, according to a Birmingham jeweller. 

The 72nd World Championship, which has racked up 433 million viewers, has driven popularity for racing car related gifts and jewellery with UK fans averaging 140 searches for ‘F1 cufflinks’ a month, compared to around 60 in January, according to data from cufflinks and jewellery brand, Deakin & Francis.

In particular, sales of its handcrafted racing car cufflinks, which are available in sterling silver and 18ct gold, have jumped by almost three quarters (74%) thanks to the popularity of Formula 1. 

Alongside cufflinks, this year’s Formula 1 is also responsible for an uplift in searches across social media and Google for branded merchandise. This year in particular the hashtag #F1 ranked up 15.6billion views on TikTok, with many of the most popular videos created focussing on merchandise and F1 merchandise shops. 

As Britain's oldest jeweller - established 1786 - Deakin & Francis has forged a name for itself for classic handcrafted pieces including cufflinks and signet rings. The brand has also recently expanded into women’s fine jewellery and original and modern pieces including gold and silver skulls, rockets and race cars adorning cufflinks, bracelets and earrings.

Its fine jewellery has also caught the attention of Hollywood, with its pieces being worn by some of the biggest movie stars of the silver screen in the recent James Bond and Kingsman films.