Responsible for creating models engineered to deliver a driving experience rooted in the world of racing, BMW’s “M” division- short for and synonymous with Motorsport- now translates that spirit into an olfactory experience with its first collection of three fragrances, created by the Italian company Mavive. This extends its partnership with the Bavarian manufacturer, formalised last May with the launch of the first two BMW‑branded fragrances, “Bergamood” and “Amberness”.

The meticulous focus on precision, agility and dynamism that defines BMW’s Motorsport models- and the passion for engaging, dynamic and sporty driving, both on the road and on the track, that this performance arm seeks to convey- is distilled into the three debut fragrances. Their bottles prominently bear the division’s logo and echo the three colours of the BMW M stripes, pairing aluminium and glass for the packaging.

Created by world‑renowned perfumers Frank Voelkl and Alexandra Monet, the three eaux de toilette employ an innovative applied neuroscience approach designed to stimulate positive emotions through the sense of smell. Thanks to a collaboration with DSM Firmenich, a company specialising in flavours and fragrances, the line incorporates cutting‑edge, patented and certified neuroscientific technology into its ‘Emotiwaves’ formulations which, through the use of natural ingredients, positively influences mood and psychological wellbeing.

The Eau de Toilette “1972” is inspired by the BMW 3.0 CSL, the first sports car produced by BMW between 1972 and 1975 and derived from the BMW E9. A dominant force in touring car racing- particularly in the European Touring Car Championship (ETCC), where it won multiple times- the 3.0 CSL played a decisive role in building BMW’s reputation in motorsport. Presented in a bright blue bottle, the fragrance opens with a blend of citrus and ginger that mingles with delicate, fleeting notes, settling into a warm, woody, amber trail.

Meanwhile, “1985”, in the blue bottle, is an eau de toilette inspired by the BMW M3 E30: among the Bavarian manufacturer’s most beloved models, it debuted in 1985, when engineers from the Motorsport department created a new lineage of high‑performance models- both road‑going and competition- based on the 3 Series saloon. Elegant, fruity top notes add a distinctive twist to the woody, amber base.

Finally, “2025”, in the red bottle, represents the present‑day BMW M5, the saloon which, with 40 years of history behind it, has reached its seventh generation and, for the first time, introduces an electrified powertrain. This intense eau de toilette has a fougère character and stands out for its fresh, aromatic accords.

The BMW M fragrance collection is available at selected perfumeries and on Mavive’s and BMW’s own e‑commerce sites, priced at €85 for 100 ml and €62 for 50 ml.

Mavive S.p.A. manages a portfolio of brands ranging from masstige to niche perfumery and operates in more than 90 countries worldwide. The business has recently launched the brand Spezieria di San Marco – Venezia 1437.

BMW Group (brands BMW, MINI, Rolls‑Royce and BMW Motorrad) is one of the world’s best‑known automotive manufacturers, a leader in the production of luxury cars and motorcycles, as well as a provider of premium financial services. The BMW Group’s production network spans more than 30 sites worldwide, with a sales network covering over 140 countries. In 2024, BMW (Bayerische Motoren Werke) sold more than 2.45 million passenger vehicles and over 210,000 motorcycles globally. Its pre‑tax profit for the 2024 financial year reached €11 billion, with revenues of €142.4 billion. As at December 31, 2024, the German group has 159,104 employees.