“Sport is the best education you can give to children because it teaches you how to managed your failures,” said Jean-Claude Biver, chief executive of Hublot, on the Swiss watchmaker’s passion for sports and increasing presence in sports marketing. Speaking at a press conference in lower Manhattan on Friday, Biver confirmed that the company had renewed its support through the 2011 World Championships for triple Olympic medalist Bode Miller and his charity, the Turtle Ridge Foundation, to help environmental initiatives and foster young athletes. Last year Hublot teamed up with Miller to release the limited edition 44.5mm Big Bang, with a microblasted black ceramic case, a HUB4100 mechanical chronograph with a 42-hour reserve, and an adjustable black rubber strap. In March of this year, Hublot became the official watchmaker of Formula 1 and as part of a multi-year agreement will produce a range of high-tech, limited edition Formula 1 watches. On Friday, Biver announced that the company had signed a contract to become the official watchmaker of FIFA and the official timekeeper for the next two World Cups. The move means that Hubot will be visible on the referee’s boards in South Africa this summer and will launch a limited edition series of watches for the 2014 FIFA World Cup in Brazil.

—Tim Yap