Luxury watchmaker Ulysse Nardin yesterday unveiled a new $10,800 watch to honour its America’s Cup racing partner Artemis Racing.

And members of the Swedish team were at Crisson’s jewellers on Hamilton’s Front Street as the Swiss watchmaker, which started in 1851 as a maker of marine chronometers, revealed its 250-piece limited edition Diver Chronograph Artemis Racing watch.

Alain Riguidel, president for North America and the Caribbean for Ulysse Nardin, said: “We are linked with the sea and with the technical innovation.”

He added: “In terms of visibility, the America’s Cup is giving a lot of visibility to Bermuda — we see that from the boats in the harbour.

“It’s attracting a category of people who can afford to come here. It’s good for retailers to be linked to our brand and it’s good for the brand to be linked to Artemis.”

The new watch from Ulysse Nardin, founded in 1851, comes in the blue and yellow colours of the Swedish flag and the team and features a rubberised case and strap with titanium accents on either side of the face carrying the logos of Artemis and Ulysse Nardin.

The enamel face features the team yacht, while the back of the case carries an engraving of the boat in full sail.

Peter Crisson, the head of the company, said: “The immediate boost will be significant we hope.

“The overall boost to the Bermuda economy in the longer term is enormous in lots of ways.

“It’s putting us back on the map and we’ve already seen an incredible amount of money put into the country.

“We are in the glamour business and this reflects well on us.”

Mr Crisson added: “We have seen an increase in the last couple of weeks and things have been steadily improving over the last two years — there is a buzz out there.

“We’ve seen an uptick in visitors and sales have been quite strong. I like to think we’re part of the America’s Cup and we’re supporting it as is all of Bermuda, really.”