Seiko has inked a three-year deal with tennis player Novak Djokovic to become a global ambassador for the watch brand.
A statement from Seiko said: "We are delighted that Novak selected Seiko and we are honoured and proud to be his partner for the next three years. We admire Novak as a player, of course, but we also admire him as a person who has a rich range of interests and a very varied lifestyle.
"In Novak, we see someone who shares our desire to be the best and who is determined to maintain his status as a leader. Like Seiko, Novak is dedicated to perfection. And like Novak, Seiko is determined to be one step ahead of the rest."
At the announcement of the partnership in Melbourne, Australia, Seiko president Shinji Hattori presented Djokovic with a Seiko Astron GPS Solar watch, the first of many that the brand will present to the player over the coming years.
Seiko has lined up a series of watches for Djokovic to wear in 2014, each tailored to different aspects of his life. While training Djokovic will wear a Sportura chronograph, at evening functions a Premier Kinetic Perpetual, when indulging in his personal hobby of adventure sports he will don a Seiko Divers watch and when travelling the world he will wear an Astron GPS Solar.
Seiko will also get involved in the Novak Djokovic Foundation, a charity set up by the tennis player in 2007 to help under privileged children in Serbia. As well as supporting the foundation financially, Seiko has created a range of affordably priced Lorus watches targeted at young people that have been branded with the charity’s name and mission statement to help raise funds and awareness.
This philanthropic range of watches will be available in stores worldwide from September.