Edox, which was founded in 1884, will become fully integrated across the WCF World Men's and Women's Curling Championship events as well as the European Curling Championships for the 2013-2014 and 2014-2015 seasons.

"There are few sports that are so closely associated to precision and accuracy as curling," said President of Edox, Victor Strambini.

"This provides an ideal environment for our premium brand, even more so as the TV audiences are on the rise.

"The Edox motto is to provide 'Timing for Champions' and we are proud to activate this approach through the World and European curling champions of the future.

"A dedicated WCF watch made by Edox will allow fans of curling to make a true champion impression themselves."

As the official timekeeper of the WCF, Edox will be set to benefit from prime exposure at its flagship events.

Principle contractual rights include on-screen and under ice advertising, logo integration on scoreboards and event timing clocks as well as prizes for the winning teams.

The contract was facilitated by the WCF's marketing agent, Infront Sports & Media.

"Together with the WCF, our target is to access new markets and regions with the sport of curling and spread its fascination around the world," said Infront's executive director of winter sports, Bruno Marty.

"Edox as the new timekeeper will strongly benefit from these efforts, accompanying the WCF premium events on their journey around the world and building on the sport's popularity to reach new markets.

"The WCF will gain a partner that is willing to activate the sponsorship, even beyond the actual event."

The new agreement will see Edox permitted to use under-ice advertisement during major WCF events