Come 2013 and Rolex will play the official timekeeper at Formula 1. What this means is that the Rolex logo will appear around the grand pix circuit during F1 races. Brand Rolex will be definitely gaining a lot due to this move. What seems like a fantastic brand promotion strategy will seem an intelligent association on the next thought. “Without question Rolex is the partner of choice for a world class sporting series like Formula 1,” said F1 boss Bernie Ecclestone. He further said, “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.”

Formula One has added a feather to its hat by making Rolex its official timekeeper. It wasn’t long ago that the racing series suffered financial setback. It was in 2008 that the series was hit by the global downturn. By making Rolex its official timekeeper, F1 ensures that it doesn’t have to suffer sponsorship blows in the future. The Brand has been associated since a long time with the game; however, it hasn’t ever sponsored F1 before. F1 already has a range of sponsors ranging from LG to UBS to Swiss Bank; nonetheless, adding Rolex to the assortment is more than good news.

Arnaud Boetsch, director of communication and image at Rolex says that Rolex is aware of the ongoing scandals and misleading but it doesn’t affect their plan to associate with F1. He says, “We are aware of this, but the reason we want to be involved with F1 is not due to individuals, but because of what the sport has achieved over the last 15 years. The drive for technical excellence and precision by the technicians and drivers in F1 is the same as with our jewellers.”

F1 boss Bernie Ecclestone believes, “This partnership is something that many people interested in Formula 1 will have been waiting for and should rightly be excited about. Rolex has incredible sporting heritage and therefore Formula 1 is the right place for Rolex to be.”He also disclosed that it was a deal that F1 was awaiting indicating that it was something well planned and that it did not happen in a day r two.

Rolex has been associated with the famous Wimbledon tennis event as well as golf and sailing. With Rolex getting associated with F1 the brand seems to be everywhere. The commercial deal that the two have filed is said to be worth £15 million per annum.

Tags: Formula One, Rolex, Wimbledon

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