Hublot has become the official timekeeper for the next two editions of the Fifa World Cup.

The Swiss watchmaker will sponsor the tournaments in South Africa this year and in Brazil in 2014, with its logo appearing on referees’ boards when they show substitutions and stoppage time.

It will also provide a limited edition official watch range for each tournament, and has signed legendary Argentina coach Diego Maradona as a brand ambassador.

In addition, as the “Official Watchmaker”, Hublot will create an exclusive limited edition series for the 2014 FIFA World Cup Brazil, and special collections of watches linked to the FIFA World Cup from 2011.

Hublot chief executive Jean-Claude Biver said: “We already have an in-depth understanding of the footballing world, as Hublot was the first luxury brand to become involved in this field.

It is a great honour and an immense pleasure to become the official Fifa timekeeper for the next two Fifa World Cups, and to be a part of the largest televised event in the world.”

Fifa president Sepp Blatter added: “I am delighted that Hublot will be with us for the coming Fifa World Cups.

I have a lot of respect for Hublot and their ability to innovate and to stand apart, driven by Jean-Claude Biver’s own dynamism and passion. Hublot’s image is a mark of Swiss quality and accuracy.”