The Unstoppable Grip of Rolex on Tennis

Federer's Farewell and the Rise of a New Generation

In the aftermath of Roger Federer's retirement, many questioned whether Rolex had a future in tennis. However, the brand swiftly proved otherwise, aligning itself with a promising generation of players led by Jannik Sinner and Carlos Alcaraz.

Shifting Focus and Global Ambitions

Rolex withdrew from Formula 1 and expanded its presence in various fields, including tennis. New brand ambassadors were announced in 2024, representing diverse arenas such as filmmaking, classical music, and equestrian sports.

Fresh Faces on the Rolex Roster

Ben Shelton, a rising American star, and Joã Fonseca, a promising Brazilian talent, joined the prestigious ranks of Rolex ambassadors in men's tennis. Greek star Maria Sakkari also joined the female roster.

An Extensive Network of Tournaments

Rolex maintains its status as the official timekeeper of all four Grand Slams, nine ATP Masters 1000 events, and several prestigious competitions. This expansive partnership makes the brand omnipresent in the world of tennis.

Young Stars and Their Influence

Sinner and Alcaraz's dominance in 2024 brought accolades to Rolex, solidifying their brand ambassadorships. Their presence inspires young fans and establishes their staying power in the sport.

A Generation of Young Athletes

Alongside Shelton and Fonseca, Rolex supports several promising young talents, including Holger Rune and Lorenzo Musetti. Their collective impact affirms the brand's commitment to the future of tennis.

Control of the Game

Rolex's sponsorship of Taylor Fritz solidifies its hold on the top 5 players in the world. The brand's strategy of backing young stars has resulted in an unprecedented level of dominance in the game.

Beyond Playing Days

Roger Federer's stake in On Running has had a ripple effect in tennis. On has signed promising stars like Shelton and Fonseca, who also happen to be Rolex ambassadors. It's a subtle reminder of Federer's lasting influence in the sport.

A Bright Future in Sight

Rolex's strategic moves and global reach ensure its long-standing presence in tennis. As the Australian Open kicks off, the brand will continue to be a visible force on the wrists of the sport's finest athletes, showcasing its enduring embrace of the game.