The Start Of A New Tennis Season Reveals Rolex’s Firm Grip On The Sport

In 2023, right after Wimbledon, I wrote an article questioning whether there was life for Rolex in tennis after Roger Federer left the sport as an active player. During that year’s Wimbledon, the Swiss maestro received a unique welcome from the English audien…
Ara Bins · 6 days ago · 2 minutes read


Rolex's Reign in Tennis: Stronger than Ever

A Legacy That Continues

After Roger Federer's retirement, many questioned Rolex's future in tennis. However, as 18 months have passed, the brand's grip on the sport has only strengthened. With a lineup of emerging stars and strategic partnerships, Rolex continues to cement its legacy.

Young Guns Take Over

Last year, Rolex welcomed Ben Shelton, Jo%E3o Fonseca, and Maria Sakkari to its roster of ambassadors. These young players represent the next generation of tennis superstars, poised to dominate the sport in the years to come.

A Grand Slam Presence

Rolex's influence extends far beyond individual players. The brand serves as the official timekeeper of all four Grand Slams, as well as numerous ATP Masters 1000 events and other prestigious tournaments. This global visibility has made Rolex synonymous with the sport.

The Impact of Alcaraz and Sinner

Jannik Sinner and Carlos Alcaraz have proven to be a force to be reckoned with, winning Grand Slams and inspiring a new generation of fans. As Rolex brand ambassadors, they bring immense value to the brand, solidifying its connection with the sport's future.

A Firm Grip on Both Sides

Rolex has strategically signed the most promising players in both men's and women's tennis. With stars like Iga Swiatek, Qinwen Zheng, and Coco Gauff, the brand has secured its place as a prominent presence in the sport.

Roger Federer's Invisible Hand

While Federer may have retired from playing, his influence in tennis remains. Through his 3% stake in On Running, Federer has indirectly connected Rolex to another rising force in the sport. Ben Shelton and Jo%E3o Fonseca, who have recently joined the On roster, also happen to be Rolex ambassadors.

Final Thoughts

Rolex's dominance in tennis continues unabated. By embracing the next generation of superstars and maintaining its unparalleled presence at major events, the brand has cemented its position as an integral part of the sport. The legacy that Roger Federer helped build will live on through Rolex's continued involvement in the world of tennis.