Rolex will be the new official timekeeper and watchmaker of Formula 1 replacing Hublot in a partnership commencing in 2013.
The Hublot/F1 dalliance was a brief one, announced in 2010 to much enthusiasm all round, it was considered to be perfect product placement. However - that F1 is nothing if not flirtatious, and no sooner have we all got used to the addition of a nice big Hublot clock in the F1 pitlane than Mr. Ecclestone is enthusing about a new collaboration with Rolex. At the press conference today he said "Rolex's passionate and long-standing commitment to motor sports gives it true credibility".
More information at the official Rolex Website.