Green Bay Packers quarterback Aaron Rodgers fielded an offer from Zenith this winter, and decided to run with it—the NFL stalwart has become the watchmaker’s ambassador, the company proudly announced recently.

The football star will be the zenith of the company’s most recent brand expression—‘Time to Reach Your Star’—and they couldn’t have found a better NFL star to represent their ideal of apogee. Rodgers wasn’t born with all the breaks, and had a long climb to the top of his game, parlaying his considerable talent into success by way of extraordinary determination.

The first watch model Rodgers will represent will be the El Primero Chronomaster Sport, a timepiece with a technical design style that aptly conveys the precision of his throwing and ability to strategize; its features include a 1/10-second display, the first of its kind. It is priced from $10K.