Rolex has signed a global partnership with Formula 1 to become the event’s official timekeeper and official timepiece from 2013.
The long-term sponsorship deal will see Rolex displaying the time in different locations during each Grand Prix and the Rolex logo will be positioned round the circuit and at several corners during Formula 1 races. Rolex added that its “presence in Formula 1 is due to develop over the coming seasons”.
Rolex chief executive officer Riccardo Marini said: “This is an exciting step for us at Rolex as the fit between Formula One and our brand feels very natural and, like all great partnerships, needs little explanation
“In our respective fields, Rolex and Formula One embody the spirit of adventure, superlative engineering and a strong desire to push the limits of technology. These aspirations are enormously appealing to younger generations. Rolex watches are symbolic of the quest for the highest level of performance and reliability that is epitomised by Formula One. Over the last 50 years both Rolex and Formula 1 have grown into world-leading aspirational brands and there will be many fantastic opportunities that we can enjoy together.”
Formula One chief executive Bernie Ecclestone added: “Without question Rolex is the partner of choice for a world class sporting series like Formula One. The brand’s prestige, the excellence of its watches as well as Rolex’s passionate and long-standing commitment to motor sports gives it true credibility. This partnership is something that many people interested in Formula One will have been waiting for and should rightly be excited about. Rolex has incredible sporting heritage and therefore Formula One is the right place for Rolex to be.”