French fashion house Louis Vuitton has unveiled an elegant leather-bound case that it produced to carry the trophy to South Africa on Tuesday.

This case has been unveiled in the presence of Patrick-Louis Vuitton, Yves Carcelle (CEO of Louis Vuitton), and also the supermodel Naomi Campbell.

From the tournament’s beginning in 1930, the World Cup trophy has always been transported in an armored metal case — largely for reasons of security.

But as Louis Vuitton spokesman Antoine Arnault put it: “There was no reason why security couldn’t be synonymous with elegance.”

Fairmont hotels has opened its second property in South Africa, with just over a week to go before the World Cup tournament kicks off June 11.

The 154-room Fairmont Zimbali Resort is a short drive away from Durban, one of the main host cities of the tournament.

Offering ocean views from verandas and luxurious soaking tubs, the guestrooms have been styled with stone and the natural materials of the African environment.

Recently we told you about the exciting new partnership between Swiss watch-maker Hublot and the FIFA World Cup.

To commemorate this substantial agreement, Hublot is now unveiling the official licensed watch of the FIFA World Cup.

The case, bezel and dial are fashioned from pink gold, with a subtle tone-ontone drawing of the prestigious FIFA World Cup Trophy revealed at 6 o’clock.

The World Cup trophy will be carried in a custom-made Louis Vuitton trunk before it is presented to the winning team in South Africa in July, the Guardian reports.

The 18-carat gold trophy 32cm-high, 6,175gm trophy is currently transported in a battered aluminium case.

Fifa requested the world’s number one luxury bag manufacturer to come up with something a little more fitting.

‘When you have the most beautiful girl in the world you hope she will wear the most beautiful dress,’ said Jérôme Valcke, secretary general of Fifa.

It looks like Louis Vuitton has scored three soccer deities for its next core values advertising spots, just in time for World Cup that kicks off in June in South Africa.

Diego Maradona, Zinédine Zidane and Pelé have posed for photographer Annie Leibovitz for a campaign that spotlights Vuitton’s monogram canvas bags.

Hublot has become the official timekeeper for the next two editions of the Fifa World Cup.

The Swiss watchmaker will sponsor the tournaments in South Africa this year and in Brazil in 2014, with its logo appearing on referees’ boards when they show substitutions and stoppage time.

It will also provide a limited edition official watch range for each tournament, and has signed legendary Argentina coach Diego Maradona as a brand ambassador.