This year, the Prix de Diane Longines celebrates its 176th edition on Sunday, June 15, 2025, at the Chantilly racecourse. It goes far beyond the scope of a simple social event centered around a prestigious horse race. Brands, patrons, and networking professionals gather here to forge relationships, attract a targeted clientele, and promote their values in an exceptional setting.
The prestigious Chantilly estate, former residence of Henri d’Orléans, Duke of Aumale (1822-1897), is not only home to the famous Horse Museum, but also the setting, 40 km from Paris (1 hour by train), for a horse racing event that is as social as it is business-oriented, held every year in mid-June.
In addition to the horse race, which is part of the new Arc Races circuit, a chic and relaxed crowd gathers around the racecourse to enjoy an elegant lunch on the grass. The event also attracts individuals looking to network with high-profile figures, a detail that also appeals to high-end brands.
The Prix de Diane was sponsored from 1977 to 1982 by the beauty brand Revlon, then by Hermès from 1983 to 2007, which set up its brand village there before handing over to Swiss watchmaker Longines in 2011.
Female empowerment in horse racing
The origins of the Prix de Diane date back to 1843, when it was created at the instigation of the Société d’Encouragement pour l’Amélioration des Races de Chevaux (Society for the Improvement of Horse Breeds) with the aim of creating a female equivalent to the Prix du Jockey Club. Inspired by the Greek goddess Diana, symbol of femininity and nature, the Prix de Diane is a prestigious race reserved for three-year-old fillies, run over 2,100 meters at the Chantilly racecourse.
From the outset, this event was seen as a social occasion as much as a horse race. Very quickly, the elegance of the spectators – especially the women – became an essential part of the event. Over the decades, the Prix de Diane has established itself as a moment where the worlds of sport, fashion, and luxury come together. In the 1920s and 1930s, major fashion houses such as Gabrielle Chanel, Jeanne Lanvin, Elsa Schiaparelli, Madeleine Vionnet, and Charles Frederick Worth began to make an appearance, and photographs of women wearing hats helped shape the sophisticated image of the event.
Longines, a loyal sponsor
Supported by Longines since 2011, the Prix de Diane has proven to be an authentic showcase for the French art of living, combining refinement, performance, and conviviality in the stands and on the lawns.
The watchmaker, founded in Saint-Imier (Swiss Jura) in 1832 by Auguste Agassiz, has firmly established its brand in the equestrian world through this partnership, which has become emblematic. In 2025, it will return as the named sponsor, official timekeeper and title partner, also supplying the Official Watches of the Prix de Diane Longines.
The event is an opportunity for the watchmaker to reaffirm its values: precision, elegance, and tradition. By presenting a watch to the winning owners, trainers, and jockeys, Longines can associate its prestigious collections with performance and sporting excellence.
The company will send one of its ambassadors, Chinese actress and singer Zhao Liying, who will be inducted as a Longines Ambassador of Elegance for the occasion. Another actress making the trip will be French star Élodie Fontan, a loyal member of Fifi’s gang, known for her roles in “Qu’est-ce qu’on a fait au Bon Dieu?” as well as ‘BabySitting2’ and “Alibi.com.” She will be named muse of the 176th edition of the Prix de Diane Longines.
At the same time, the Diane’s Village area will be transformed into a showroom where the brand will welcome C-level executives, VIP clients, and influencers in a festive, chic, and friendly setting. This sponsored immersion will strengthen customer-brand ties through a mix of cocktails, entertainment, and media visibility.
Longines is not the only brand taking part in the Prix de Diane: Maison Ladurée is once again providing its picnic baskets in collector’s packaging reminiscent of hat boxes. And, as befits a competition of elegance, hats are also featured with master hat maker Courtois Paris. Outdoor furniture brand Hespéride completes the list of partners.
Networking and sweet treats
Sport, fashion, luxury, finance, lifestyle… the Prix de Diane brilliantly brings together complementary worlds in an event at the crossroads of different sectors. With more than 40,000 visitors, it has established itself as a hub of opportunities. Whether among colleagues, clients, or prospects, the elegance contests and private terraces offer the ideal setting for informal exchanges, strategic discussions, and other agreements made far from the screens.
These encounters have a lasting impact after the event: invitations to seminars, collaborations between start-ups, and contracts often arise here. The Prix de Diane is thus a true corporate event, centered around lifestyle and powerful storytelling.
More than just a decorative element, the Table de Diane is a chic picnic that looks more like a sophisticated garden party. Ladurée baskets serve as communication tools: collector’s hat boxes, colorful pastries, fine wines… These objects embody accessorized luxury, which appeals to Generation X and millennials.
Elegance contest and personal branding
In the aisles of Chantilly, bold hats, couture silhouettes, and carefully framed selfies create a veritable brand scenography. This year, the elegance contest is honoring two categories: the most elegant woman in a hat, where more than 400 participants compete for the title of “Most Elegant Lady,” and the most refined duo. The event offers a lively spectacle, like an open-air fashion show, combining tradition, creativity, and glamour.
The event is therefore an ideal playground for ready-to-wear and accessory brands, as well as watchmakers and jewellers. Companies organize their own VIP receptions or hospitality lounges to extend their visibility beyond the race.
Festivities & business: Les Folies de Diane, the perfect mix
The Prix de Diane always features a big pre-race concert, creating a festival atmosphere. This year, the band Naive New Beaters (known for their song “Heat Tomorrow”) will take to the stage after a host of stars who have performed at the event in previous years (Clara Luciani, Bon Entendeur, Adé, etc.).
After the race, Les Folies de Diane, an electro-chic area on the racecourse, facilitates informal networking between decision-makers, creatives, influencers, and clients during a friendly after-party.
These post-race highlights allow for “jargon-free” conversations, foster interpersonal trust, and give rise to opportunities for creative collaborations in more contemporary formats.
In short, the 2025 Longines Prix de Diane is a perfect example of the convergence between lifestyle events, immersive brand experiences, and effective business strategy. At the heart of Chantilly, visitors can enjoy an elite sports track, a haute couture fashion show, and a forum for informal professional meetings.
Read also > Open-air escape: when chic terraces and picnics redefine the art of living around Paris
Featured photo: © Florian Leger/France Galop
