Southampton have announced Swiss luxury watch brand Eterna as their official timekeeper. As part of the global partnership, Eterna will install a new clock at Saints' 32,000-seat St Mary's Stadium and have their branding incorporated into the venue's big screen.
Financial terms of Eterna's commitment were not released.
Andrew Markham, head of sales at Southampton, said: "When we create a new partnership it's important that the companies we work with share our passion for excellence and continuous improvement. In Eterna we have found such a partner.
"Their stated goal is to achieve 'excellence in all things' and as pioneers in watchmaking they have created a series of firsts over the years; from patenting the first wrist alarm clock to inventing the ball-bearing mounted rotor system that became the industry standard. Eterna is a company that is always seeking a better way - just like Southampton."
Eterna vice president David Vallata added: "As a founding member of the Premier League, Southampton shares the same values as Eterna: a pioneering and innovative spirit, attention to detail and a belief in teamwork.
"This partnership provides us with a global platform to increase awareness of the Eterna brand and gives Southampton and its fans a world-class timekeeping partner to mark the exciting moments in the seasons ahead."