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15 March 2010 | Posted in Sponsorship, Motorsport | By David Cushnan
Swiss brand Hublot has become the ‘official watchmaker’ of Formula One, in a deal announced at the opening race of the new Grand Prix season in Bahrain at the weekend. The agreement, which was described as “multi-year”,[link widoczny dla zalogowanych], will allow the company to use Formula One insignia on its products. It will also create a seroes of special Formula One watches. Hublot will have a designated area within Formula One’s renowned Paddock Club hospitality venue at several events in 2010 and beyon to showcase its products.
Hublot’s chief executive Jean-Claude Biver paid a warm tribute to Bernie Ecclestone,[link widoczny dla zalogowanych], chief executive of the Formula One Group and a keen watch fan, as the deal was announced. He said: “Without him [Bernie] there would be no Formula One; he has created this global phenomenon.
“It’s such a delight to be here with Hublot, so close to Bernie,[link widoczny dla zalogowanych], the racing, the drivers, the cars,[link widoczny dla zalogowanych], the high technology and the Formula One Grand Prix in general. This is the start of a very special relationship.”
Ecclestone added: “Hublot’s meteoric rise in the industry has been a very well managed achievement. There is an energy, creativity and dedication to perfection about Hublot which sits very well with us and I could not think of a better brand with which to begin a new chapter in Formula One’s enduring association with luxury watches.”
The Formula One Group previously had an agreement with Austrian watchmaker Jacques Lemans,[link widoczny dla zalogowanych], an agreement struck in January 2006.
Formula One debutant Bruno Senna is already an ambassador for the brand. The nephew of three-time world champion Ayrton Senna is driving for the new Hispania Racing Team this year and retired from the opening Grand Prix in Bahrain on Sunday.