French World Cup winner Kylian Mbappe has replaced Jamaican track and field legend Usain Bolt as the new brand icon for Swiss luxury watch maker Hublot.

The contract between the Paris Saint-Germain star and the Swiss brand ends the long-standing association between Bolt and Hublot which in the past has been endorsed by sporting icons including Pelé and Dwyane Wade.

Mbappé, who will celebrate his 20th birthday on December 20, saw his marketability rise dramatically following his starring role in France’s Fifa World Cup victory in Russia.

Although the financial terms of the agreement have not been disclosed, media reports say the deal could be worth $1.13 million dollars per year.

Bolt, who has been with Hublot since 2010, retired from track and field in 2017 after the 2017 IAAF World Athletics Championship in London.

The 32 year old recently tried out with Australian A league side Central Coast Mariners before parting ways after failing to agree to the terms of the contract being offered.