Internationally acclaimed soccer player Cristiano Ronaldo has become an investor in Germany-based luxury watch marketplace Chrono24.

“As a long-time watch collector and regular user of Chrono24, it is a pleasure for me to become a shareholder of the company,” said the Portuguese footballer. “Chrono24 unites millions of watch enthusiasts from all over the world to share their passion. This global association is something I know well and I’m happy to be a part of it.”

Ronaldo, a well known collector of watches, made the investment — whose value is undisclosed — through his company, CR7 SA.

His passion for timepieces is well known. Additionally, he is a business prodigy,” said Chrono24 CEO Tim Stracke (LinkedIn profile). “His exceptional athletic achievements need no introduction. No one brings a passion for luxury watches to the world stage quite like him, with a unique ability to unite people. We definitely want to see that on a global scale: passions and collections growing every day. And he, the GOAT, is our man.

In August 2021, Chrono24 achieved unicorn valuation after raising $118 million U.S. in a Series C round led by Aglae Ventures, General Atlantic, Insight Partners and Sprints Capital.

Founded in 2003, it has become one of the leading online marketplaces for luxury watches, and hosts more than 3,000 retail dealers and 30,000 private sellers from more than 100 countries.

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