Hublot becomes official watch of Formula One

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”, 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, 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, the racing, the drivers, the cars, 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, 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.