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Rolex becomes official F1 timekeeper
Wednesday 05th December 2012, 14:29 by Ryan Wood
Rolex will become the official timekeeper and timepiece for Formula 1 after agreeing a major long-term sponsorship deal.
The deal, which begins next season, will see the luxury watchmaker's logo prominently displayed on circuit hoarding and at several corners on various tracks.
Bernie Ecclestone described F1 as the right place for Rolex.
"Without question Rolex is the partner of choice for a world class sporting series like Formula One," said the 82-year-old.
"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," added Ecclestone.
Gian Riccardo Marini, CEO of Rolex SA, said the partnership required little explanation given the two brands matching values.
"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," he added.