Something to watch then. Rolex has been announced as Formula 1’s new official timekeeper. The Swiss watchmaker replaces Hublot in the role – and also as that of official timepiece – from 2013. It is reported that the deal will run for more than five years.

The sponsorship breaks new ground for the brand, known for its involvement with Wimbledon tennis as well as other events in golf and yachting – while it has previously sponsored major personalities in the field (Sir Malcolm Campbell as well as former F1 champion Jackie Stewart, it has never before been involved in F1 in such a manner.

In its capacity as Formula 1 Official Timekeeper and Official Timepiece, Rolex will give the time in different locations during each GP. The brand’s logo will also be positioned around the circuit and at several corners during Formula 1 races.