BMW M ignites your senses with new neuroscientifically crafted fragrances.
BMW’s revered "M" division, synonymous with Motorsport, is extending its legacy of precision, agility, and dynamic driving performance from the track to an entirely new sensory realm. In a landmark collaboration with Italian fragrance house Mavive, the M division has unveiled its inaugural collection of three distinct fragrances. This launch signifies a deeper partnership with the Bavarian manufacturer, building on the formalization last May with the introduction of the first two BMW-branded fragrances, "Bergamood" and "Amberness." The new M collection aims to translate the very essence of M models – the passion for an engaging, sporty driving experience – into a captivating olfactory journey.
The three debut fragrances are meticulously crafted to embody the M division’s core principles. Each bottle prominently displays the iconic BMW M logo and features packaging that artfully combines aluminium and glass, echoing the signature three colours of the BMW M stripes. What sets this collection apart is its innovative approach to fragrance creation; world-renowned perfumers Frank Voelkl and Alexandra Monet have harnessed applied neuroscience to design scents that stimulate positive emotions through the sense of smell. Through a strategic collaboration with DSM Firmenich, a leader in flavors and fragrances, the line integrates cutting-edge, patented, and certified neuroscientific technology into its 'Emotiwaves' formulations, utilizing natural ingredients to positively influence mood and psychological wellbeing.
The first Eau de Toilette, named "1972" and presented in a bright blue bottle, draws its inspiration from the legendary BMW 3.0 CSL. This pioneering sports car, produced between 1972 and 1975 and derived from the BMW E9, was a dominant force in touring car racing, securing multiple victories in the European Touring Car Championship (ETCC) and significantly cementing BMW’s motorsport reputation. This fragrance opens with an invigorating blend of citrus and ginger, which gracefully melds with delicate, fleeting notes before settling into a warm, inviting woody and amber trail.
Following this, "1985," housed in a blue bottle, pays homage to one of the Bavarian manufacturer’s most cherished models: the BMW M3 E30. Debuting in 1985, this iconic vehicle marked a pivotal moment when the Motorsport department engineered a new lineage of high-performance models – equally adept on road and track – based on the popular 3 Series saloon. The "1985" fragrance captivates with elegant, fruity top notes that introduce a distinctive twist to its robust woody and amber base.
Completing the collection, "2025," presented in a striking red bottle, symbolizes the contemporary BMW M5. This celebrated saloon, boasting a rich 40-year history, has now reached its seventh generation and, for the first time, introduces an electrified powertrain. This intense Eau de Toilette features a sophisticated fougère character, distinguished by its fresh and aromatic accords, reflecting the innovative spirit of the modern M division.
The new BMW M fragrance collection is now available for purchase at select perfumeries, as well as on Mavive’s and BMW’s official e-commerce platforms. The fragrances are priced at €85 for the 100 ml bottle and €62 for the 50 ml option, making this unique olfactory experience accessible to enthusiasts and connoisseurs alike.
Mavive S.p.A., the Italian company behind these fragrances, manages an extensive portfolio of brands ranging from masstige to niche perfumery, with operations spanning over 90 countries worldwide. The company has recently expanded its offerings with the launch of the brand Spezieria di San Marco – Venezia 1437. Meanwhile, the BMW Group, encompassing brands like BMW, MINI, Rolls-Royce, and BMW Motorrad, stands as one of the globe’s most renowned automotive manufacturers, a leader in luxury cars and motorcycles, and a provider of premium financial services. With a production network exceeding 30 sites globally and a sales presence in over 140 countries, the BMW Group reported impressive figures for 2024, selling more than 2.45 million passenger vehicles and over 210,000 motorcycles. Their pre-tax profit for the 2024 financial year reached €11 billion on revenues of €142.4 billion, supported by a dedicated workforce of 159,104 employees as of December 31, 2024.
