Diversity has signed a sponsorship contract with jewellery distributors DMJ to sponsor the American watch brand Holler.

Diversity will endorse the watches after signing a contract with the watch and jewellery distributors who represent the brand in the UK.

Darren McCormick, chief executive of DMJ told Professional Jeweller: “[they] have a brilliant, collective identity, and energising their performances. With over 19 million hits on Youtube, we feel very proud to have such a successful and talented group endorsing the product.”

Holler watches are priced between £50 and £80 and are aimed at a trendy youth market that buy into Diversity’s brand of street dance.

Diversity won Britain’s Got Talent in 2009 and is formed of members Ashley Banjo, Jordan Banjo, Mitchell Craske, Sam Craske, Ike Ezekwugo, Perri Luc Kiely, Ian McNaughton, Jamie McNaughton, Matthew McNaughton, Warren Russell, and Terry Smith.