[F]Rolex’s reliable grip in tennis

In 2023, just after Wimbledon, I wrote an article questioning whether there was any life for Rolex in tennis after Roger Federer left the sport as an active player. At Wimbledon that year, the Swiss maestro received a unique reception from the British audience. It was a demonstration of people’s respect and appreciation for Federer as a tennis player and as a person. Rolex already had a new generation of tennis stars lined up. Eighteen months after that article, Rolex’s grip on tennis has only grown stronger. It’s interesting to know how the brand achieved that.

The title of the 2023 article may have hinted that Rolex might not survive in tennis after Federer retires. However, we always knew that would not be a problem as the brand had already signed players such as Jannik Sinner and Carlos Alcaraz. It’s easy to imagine these two young men continuing to dominate the sport in the future. The article was more focused on Federer’s brilliance as a brand ambassador than on the question of whether Rolex had a future in tennis. The cultural influence of a player like Federer is unique and has certainly influenced the brands he supports. But in the end, his influence on the sport associated with Rolex may not have ended with him leaving the arena. It’s time to find out more.

F1 has ended. focus on different areas

Last year, the big news came that Rolex wasn’t staying in F1. Official timekeeper. Earlier this week, I reported on TAG Heuer returning to its role The brand seems to be very well-suited to the sport, both mentally and with its product offering. At the same time, The Crown has expanded its visibility in various areas. Rolex has announced a series of new brand ambassadors in sports and the arts for 2024. The list was quite impressive, featuring people from the fields of film production, classical music, golf, sailing, equestrian sports, and tennis. As the Australian Open begins in Melbourne today, let’s take a look at the new additions to Rolex’s tennis roster.

Ben Shelton — Image: On

Rolex’s newest ambassadors for men’s tennis, or testimonees as the brand calls them, are two young players who are making a name for themselves on the ATP Tour. The first is Ben Shelton, a 22-year-old American who has received high praise for his powerful play. He is currently ranked 21st in the world.

Joan Fonseca

The second addition to The Crown’s extensive list of sponsored athletes is 18-year-old Brazilian rising star João Fonseca. Before the Australian Open, he was ranked 113th in the world. However, Fonseca fought through the qualifying rounds and will make his Grand Slam main draw debut in Melbourne. Finally, the brand has added Greek female player Maria Sakkari as its ambassador. The former world No. 3 has the potential to win a major tournament in women’s tennis.

Wimbledon — Image: Rolex

Rolex’s far-reaching influence on tennis

Focusing on the two new young men, it’s no surprise that Rolex has added them to its list of ambassadors. Shelton is projected to finish in the top 10 this year. In August last year, he was already ranked 13th in the world. If he can play a consistent season, he will definitely be in the top 10 players by the end of the year. It’s going to be an interesting year for Fonseca. A strong performance at the Australian Open will secure him a spot in all the big tournaments this season sponsored by the Geneva brand.

Wimbledon Center Court — Image: Rolex

As explained in the previous article, Rolex serves as the timekeeper for the four major tournaments. In addition, the company has attached its name to nine events in the ATP Masters 1000, and is the title sponsor of three of them: Rolex Monte Carlo Masters, Rolex Shanghai Masters and Rolex Paris Masters. Add in the Davis Cup, Laver Cup, WTA Finals, ATP Finals, and Next Generation ATP Finals, and you can see how ubiquitous Rolex is in the tennis world. The brand’s association with the sport dates back to 1978 and has been a long-standing partnership that reaches a wide audience, primarily during Grand Slam tournaments.

Jannik Sinner — Image: Rolex

Influence of Alcaraz and Sinar

Last year, Jannik Sinner and Carlos Alcaraz demonstrated their superiority by winning all four Grand Slam tournaments. While this is a surprising accomplishment, it was not shocking to tennis experts, as the two were the most promising new players a few years ago. I was happy to see Sinner make his debut in Rotterdam in 2020 and it was easy to see him becoming a star player. Expectations are the same if both players can stay healthy and not be hindered by injuries this year. Their influence is already being felt in the tennis world, so Rolex made the smart move by appointing them as brand ambassadors.

Carlos Alcaraz — Image: Rolex

Both players have great attitudes on and off the court and seem to be an inspiration to a new generation of young tennis fans. It’s likely to have a lasting impact on the game over the next decade or so, and Rolex is benefiting greatly from it. With Shelton and Fonseca, Rolex has added two more young names with the potential to make a huge impact on the world. They join a large group of young players who wear Rolex watches on their wrists after each game. When you see a player do it, you immediately realize it’s amazing.

Coco Gauff in Watches and Wonders 2024 — Image: @cocogauff

Both men and women play tennis well.

Other young players besides Alcaraz, Sinner, Shelton and Fonseca include Holger Ruhn and Lorenzo Musetti. The brand also endorses female stars such as Iga Swiatek, Qinwen Zheng, and Coco Gauff. With the younger generation rapidly becoming a dominant force in tennis, the tactic of signing young players makes sense. But that’s not the end. With Jannik Sinner, Carlos Alcaraz and Taylor Fritz, Rolex sponsored three of the five best players in the world. Former Rolex ambassador Alexander Zverev left for Jacob, but Stefanos Tsitsipas is still not seen wearing a Rolex in 2025, suggesting the brand has fired him. are.

Taylor Fritz — Image: Tennis News 24

This fits into the strategy of picking young players to eventually become the true stars of the game. The brand has been a part of tennis since 1978, but never before has the brand’s grip on the sport been so firm. And by signing one of the sport’s younger generation superstars, it’s safe to say they’ll be in solid shape for some time to come. A big part of that strategy and success was undoubtedly the role of Arnaud Bechu, Rolex’s global director of communications and image. A former professional tennis player himself, the Frenchman knows the world of tennis well.

Roger Federer — Image: Rolex

The invisible hand of the Swiss master?

Despite the absence of Roger Federer, Rolex has skillfully established its name in the tennis world. But before we say goodbye to the Swiss superstar for good, his influence may still be evident. As some of you may know, Federer has made some shrewd business moves over time. One of the companies acquired a 3% stake in Swiss shoe brand On Running. But maybe it’s time to call the sportswear company. Although current collections are still focused on footwear, the brand also offers apparel and accessories. On has been active in making a name for himself in the tennis world. What are your options? Why not sign one of the game’s up-and-coming stars?

Ben Shelton — Image: On

When you look at the roster of tennis players supported by On, you’ll see a mix of talented juniors and young Pro Tour stars. The most famous is undoubtedly multiple Grand Slam winner Iga Swiatek. The Polish tennis player has already won five Grand Slam titles and is expected to win many more. Also on the men’s side are Ben Shelton and Joan Fonseca. Yes, these two players also signed with Rolex last year.

Image: Rolex

Final thoughts on Rolex in tennis in 2025

It’s easy to think that Federer opened the Rolex door that led to Arnaud Becciu’s office. That may not be that surprising. But while Federer’s playing days may be over, it’s good to think that his involvement in the sport is far from that. The fact that the Swiss maestro is still watching tennis is reason enough to put on a pleasant smile before the long season begins in Melbourne tomorrow. It’s going to be a great two weeks observing the watches on the wrists of the world’s best tennis players.