Detroit Grand Prix: Racing, Sponsorship, and Community Engagement.

Shinola, a Detroit-based watch company, has signed a new three-year deal to be the "official timekeeper" of the Detroit Grand Prix. The company, which started in 2011, had previously sponsored the race when it was held on Belle Isle. Shinola's affiliation with the Grand Prix is expected to raise its profile nationwide and beyond, giving it a stronger marketing toehold in a sport that luxury watch-buyers love. The company plans to present watches to the winner and the next two runner-ups, and the winner will receive timepiece number 313 out of 500.