Amsterdam, Netherlands--TW Steel, a Dutch watch brand that specializes in oversized timepieces, announced Friday that IZOD IndyCar Series champion Dario Franchitti has signed on as its new global brand ambassador.

The announcement came as Franchitti, IndyCar Series Champion in 2007 and 2009, was poised to defend his Toyota Grand Prix of Long Beach race title, with this year's event once again taking place on the streets of Long Beach, Calif., April 16 through April 18.

In addition to being an ambassador, the 36-year-old Scottish racer--who is married to American actress Ashley Judd--will also be involved in the design and subsequent promotion of the "TW Steel Dario Franchitti" edition, the first watch to sport the 2007 Indy 500 Winner's name and official logo.

"I think it's tremendously exciting to have someone with Dario's record of success associated with TW Steel," Stewart Bain, TW Steel's chief commercial officer, said in a press release. "The Franchitti name has come to represent excellence in the world of motor sport, with Dario renowned amongst his peers, fans and the media for being a sportsman, and gentleman, of significant stature."

Bain added that the race car champ is "extremely knowledgeable about watches," and that North America is undoubtedly one of the most important territories for the continued growth of TW Steel.  

Franchitti, who currently drives for Target Chip Ganassi Racing in the IZOD IndyCar Series, said that he is equally excited by the new partnership.

"Anyone who knows me will tell you that if I had a passion away from racing, other than my love of cars, it would be for watches," he said in the release.

Details of the "TW Steel Dario Franchitti" release will be announced next month along with an exclusive launch party scheduled for May 22 in Indianapolis.

TW Steel, a 5-year-old brand, is available in the United States through retailers including London Jewelers with locations throughout Long Island, N.Y.; Reis-Nichols Jewelers in Indianapolis; Hyde Park Jewelers in Denver and Las Vegas; Swiss Fine Timing in Chicago; and David Orgell on Rodeo Drive in Beverly Hills, Calif., and in 50 countries worldwide.