Global watch brand Timex has partnered with cricket club Punjab Kings for the seventeenth edition of the Indian Premier League (IPL).

With this association, Timex branding will be seen on the Punjab Kings trousers and expects the popularity of IPL to help it expand its customer base in the Indian market.

Commenting on the partnership, Deepak Chhabra, managing director of Timex Group India in a statement said, “This is our second year with this cricketing extravaganza and with a young and energized team, we look forward to an exciting season ahead. Cricket is not just a sport with passion, it is also an entertainment event for the masses and this association is an opportunity to reach out to millions of consumers across the nation.”

Satish Menon, CEO of Punjab Kings added said, “We are elated to have joined hands with an iconic legacy brand like Timex. We are sure that our similar values and ethos will help us reach a wider audience as well.”

Timex Group India retails via 5000 offline trade stores and online marketplaces. It also operates over 35 exclusive franchised stores under the brand name Timex World.