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Rolex, the leading luxury watch making brand and a pioneer of sports sponsorship, will become a major long-term partner of Formula 1 from 2013 as Official Timekeeper and Official Timepiece. This reinforces Rolex’s commitment to motor racing and its support of global sport at the very highest level and that just in time for the 50th anniversary of the Rolex Daytona (2013). Bernie Ecclestone, CEO of the Formula One group stated, “Without question Rolex is the partner of choice for a world class sporting series like Formula One. 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.”