Longines has become the official partner for Ascot racecourse in time for the next Royal race meeting in June.
The agreement, which is the first time that the prestigious race course has accepted a commercial partner, runs through to 2017.
The Swatch brand is the Official Watch of Royal Ascot for the first time and will continue to enjoy several individual race sponsorships.
Longines also extended its agreement as official timekeeper for Royal Ascot, credited on Channel 4 television coverage, and now with enhanced on-course presence.
There will be a branded chronometer close to the winning post and an elegant clock in the Parade Ring throughout the year, including at Royal Ascot and on QIPCO British Champions Day.
"Ascot is known worldwide as one of the most prestigious and stylish sporting events in the world with over 300 years of rich history behind it. This enhanced partnership with the racecourse is therefore a perfect vehicle for the promotion of the Longines values – namely elegance, tradition and performance – values which we share with the institution of Ascot,” said Walter von Känel, president of Longines.
Charles Barnett, chief executive of Ascot, added: "Having worked with Longines for several years, it gives me particular pleasure that the relationship has been taken to the next level now, and we are proud to be able to showcase the Longines brand prominently alongside our own through the year, including at Royal Ascot."