Luxury Swiss watch brand Hublot has been officially unveiled as the official watch of Italian champions Juventus, reports SportsPro.
Although no further details have been released, the sponsorship is likely to include the two parties working together on a charitable initiative.
In a recent interview with SportsPro magazine, Hublot chairman Jean-Claude Biver said that all his company's sports sponsorships must include a charitable, or a cause element.
Since joining the company in 2004, Biver has transformed its fortunes, largely through his innovative sports sponsorship strategy.
Hublot became the first super-high-end, luxury brand to become a major soccer sponsor in 2006, and has been targeting the sport ever since, signing deals with the likes of Fifa, Uefa, Manchester United, Bayern Munich, Ajax and Flamengo.
"Football has the fantastic advantage of reaching my actual consumer and my future consumer. And because of this double rule, and because we were the first, and because we saw football had changed, we believed that that was a great move to do."
Biver insists that, bar one or two potential sponsorship property acquisitions in Turkish and Russian soccer, Hublot now has a settled portfolio.