Casio Edifice watches will sponsor motoring coverage across selected Discovery Networks TV channels; Discovery Channel, Discovery Turbo, Discovery Shed and DMAX.
The programmes sponsored over the course of the campaign, which runs until the end of the year, include Wheeler Dealers, Fifth Gear, Secrets of Formula 1 and Be a Grand Prix Driver.
Casio Edifice, which released its latest collection of men's time pieces last month, is already connected to the auto industry through its sponsorship of Formula 1 team, Infiniti Red Bull.
The Discovery Network has also forged strong links with motoring firms, having struck up sponsorship deals with both Volkswagen and Citreon Vans earlier this year.
“This sponsorship forms part of our largest ever advertising campaign for Edifice in the UK, said Casio’s marketing director Tim Gould. “It follows strong sales for Edifice in the UK, which has grown consistently by more than 50 per cent year-on-year over the past four years. As a result we have now raised our total marketing spend on Edifice by over 200 per cent year-on-year.
“Edifice is a brand that appeals to ABC1 men who enjoy both Formula 1 and motoring in general, so this sponsorship opportunity was the natural fit,” said Gould. “We are expecting extremely strong sales of Edifice timepieces in the run up to Christmas as a result of this huge investment”.
The new deal will also give Discovery viewers the opportunity to win limited edition Infiniti RedBull Racing watches, as well as hosting a Formula 1 photo gallery on the Discovery UK website.