The world's fastest man Usain Bolt yesterday signed a deal with luxury watchmaker Hublot Geneve to become the latest in a cadre of top-level sportsmen and women who are currently endorsing the products of the Swiss company.

Bolt, who entertained fans in Daegu, North Korea on Wednesday, speeding to a world-leading 9.86 in the 100m, was extremely happy with the partnership and said: "I am delighted to be an ambassador for Hublot and join some great ambassadors such as Manchester United, Diego Maradonna and Ayrton Senna. I look forward to working together in the future and I hope my times continue to get faster with Hublot," said Bolt.

the perfect ambassador

In a release, Hublot described the double world-record holder as the perfect ambassador for their line of products.

"For Hublot, he is not only an outstanding sportsman, but also a man with a naturally sunny disposition, who shares his gifts with humility. Like Bolt, Hublot is dedicated to the value of sharing, and is committed to sharing the company's own success and making a contribution to support those who are less fortunate. Usain, for his part, is personally involved in a number of children's foundations, particular in Jamaica," the statement read.

"The 23-year-old Jamaican athlete turned sports theories upside down when he picked up three world records in 2008, breaking his own personal best with alarming ease. Usain has the makings of a true champion, he combines exceptional physical qualities with the relaxed and generous attitude of the bon vivant, enjoying games and dancing in his spare time," the statement continued. "He proved his star quality in 2009 and 2010 when he won the sports equivalent of an Oscar at the Laureus Sports Awards, the most important honorary distinction in the international sporting calendar."

Jean-Claude Biver, CEO of Hublot, also expressed pride with the brand's association with the Olympic and World 100m and 200m champion.

"It is hugely symbolic for a watchmaker to see his watch worn by the fastest man in the world! the concept of time is sacred for him and for us ... . We measure time, Usain always seems to outrun it," said Biver.