The Boat Race Company, which organises the annual rowing races between English universities Oxford and Cambridge, has agreed a partnership with luxury watch brand Parmigiani Fleurier.
The Swiss company has been named the official timing partner of the races for the next three years in a deal that will end in 2018.
Parmigiani already has experience of working within the rowing sector, having recently teamed up with the World Rowing Federation (FISA) to create the Parmigiani Spirit Award.
“Rowing continues to be an area of great passion for us,” Marc Gaudreault, chief executive at Parmigiani Fleurier, said. “We have been overwhelmed by the interesting and inspirational athletes we have encountered through the sport and we look forward to a successful partnership.”
The historic event, which spans three centuries, remains one of the most popular races on the rowing calendar. Next year’s women’s and men’s boat races will take place on March 27.