Breaking News: Rolex Becomes Official Timekeeper and Timepiece of Formula 1

In news that could spell serious trouble for many competing watch brands,  has signed on to become a long-term partner of Formula 1. From 2013 on, they will be the official timekeeper AND timepiece of F1.

From the official release:  will give the time in different locations during each Grand Prix. The  logo will also be positioned around the circuit and at several corners during Formula 1 races. Rolex’s presence in Formula 1 is due to develop over the coming seasons.

Rolex is no stranger to racing, of course, with a number of historic figures the crown including Sir Malom Campbell who broke 300mph in 1935 wearing an Oyster. Rolex is also the partner of the Daytona Speedway, which gave way to the naming of the Cosmograph Daytona in 1963. Rolex is also a sponsor of legendary racer of Jackie Stewart.

Did we mention 2013 is the 50th anniversary of the Rolex Daytona, arguably THE racer's watch? It is. And it looks like the celebrations have already begun...

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