Renowned luxury watch brand Rolex is no stranger to a partnership. As the Official Timekeeper of Formula One and the Daytona International Speedway, with ties to yachting worldwide and even partnerships with The Royal Opera House and The Met, Rolex is a brand that likes to be connected to other esteemed brands and institutes. However, one of the longest associations that Rolex has is with Wimbledon. The most iconic tennis competition in the world, Wimbledon is the ultimate tournament in the sport, watched by over 50 million every year. The Official Timekeeper of the Tournament with clocks watching over every court, there is no avoiding the sponsorship of Rolex, regardless of whether you catch a tennis match in person or on the screen. The partnership between Rolex and Wimbledon is a timeless relationship with deep roots and is undeniably one of the most prestigious partnerships on the planet.
The History of Rolex and Wimbledon
As the oldest tennis competition in the world, Wimbledon has been held in London since 1877. Regarded as the home of tennis, it is one of the most famous sporting events on the planet and renowned as the only major that is still played on grass. At the first tournament, only 22 men entered the competition, a dramatic difference from the 128 singles who play today. Far from attracting professional athletes from across the globe, the 1877 Wimbledon Championships attracted competitors by an announcement in the field. Since its simple first competition, Wimbledon has become iconic, not only renowned for its incredible matches but also for the famous faces it attracts, the fashion that graces the courts and of course, strawberries and cream.
In 1905, Rolex was founded and like Wimbledon, the brand was also born in London. It is undoubtedly the world’s most famous watch manufacturer, crafting high-end timepieces that are a serious investment. The history of the brand itself is seriously impressive and goes beyond watchmaking. Rolex has an entire portfolio of reputable partnerships but it is Wimbledon that is the most remarkable relationship.
It was in 1978 that Rolex and Wimbledon formed a partnership, with Rolex becoming the Official Timekeeper of the tournament. The 1970s is known as the golden age of tennis and Rolex was there to be part of it all. It was this partnership that established Rolex’s commitment to sport and solidified Wimbledon’s position as a high-end sporting event.
Thanks to the successful partnership with Wimbledon, Rolex has gone on to become the Official Timekeeper for all four Grand Slam tournaments. In addition, Rolex also supports many other major tennis events, alongside past and present athletes, including the best talent in tennis history.
The Partnership Between Rolex and Wimbledon
Both the company and the tournament are extremely proud of their mutual partnership. Describing their relationship as ‘a shared movement’, the two share the same philosophy. Although watchmaking and tennis may seem like they would not have anything in common, at their core, they share the same DNA. The devotion to excellence and performance is what intrinsically ties the two together and makes the partnership so successful. The partnership sees Rolex sponsoring young players, supporting the next generation of iconic tennis players. As the tournament’s partner, Rolex has had a front row seat to witness some of the greatest sporting victories (and failures) in history that have gained Wimbledon legendary status.
Rolex and Wimbledon also share a deep passion for their respective history and heritage. The Championships are still played on grass, the traditional playing surface of tennis, mowed to exactly 8mm, the same as it was for the inaugural event in 1877. While technology has advanced and times have changed, a lot of the competitions’ traditions stand the test of time. Meanwhile, Rolex is a brand that is also extremely traditional. The watchmaking company still stands by many of the designs and manufacturing techniques they have used for decades, producing timeless timepieces with an extremely identifiable aesthetic.
While Wimbledon has benefited tremendously from the partnership with sponsorship from the brand for almost 50 years, Rolex has also had one of the most successful marketing plans that the watchmaking industry has ever seen. In addition to sponsoring the annual event and being the Official Timekeeper, Rolex has also released special edition Wimbledon timepieces in honor of the partnership and competition.
The Wimbledon Rolex
While Rolex has a vast collection of timepieces with numerous world-famous models, the Wimbledon Rolex is at the top of the Rolex hierarchy. The term ‘Wimbledon Rolex’ refers to the specialist Wimbledon dial on the Datejust 41. This iconic dial is symbolic of the tennis courts with deep green Roman numerals popping out from a gray watch face. It was first designed in 2009 to resemble the clocks that decorate the courts at Wimbledon. Since this first edition, the ‘Wimbledon dial’ has now been used in every style of the Datejust 41.
Rolex Players
It is common to see the most esteemed tennis athletes sporting a Rolex, either on the court or off. Due to this, there is a misconception that the winners are presented with a Rolex. Winners of The Championships do not receive a Rolex, however, the brand does sponsor many players both past and present. Rolex establishes strong relationships with professional athletes to promote their timepieces while it also connects with younger players, supporting their career in tennis. Rolex currently works with multiple ambassadors who have played, and still currently play, at Wimbledon, including some of the most prominent players in the history of the sport.
Roger Federer
Considered to be one of the greatest tennis players of all time with a total of eight Wimbledon titles and many other sporting victories, Roger Federer is a record-breaking champion. Since 2001, Federer has been partnered with Rolex and his Rolex collection is almost as impressive as his sporting legacy. He has sported some of the brand’s most iconic models throughout his partnership with the brand and his collection is overflowing with elegance. The partnership, however, goes further than just Federer showcasing Rolex’s. In June 2024, Prime Video premiered the documentary Federer: Twelve Final Days, sharing with the world the last days of his professional career and sponsored by Rolex.
Carlos Alcaraz
With four major titles and an Olympic medal under his belt, Carlos Alcaraz is currently the hottest name in tennis. Rolex were quick to snap him up for a partnership and this young athlete has a preference for the sportier styles. He most regularly wears two Rolex Daytonas that are in rotation, most notably wearing them to lift the trophies in all four of his prestigious victories.
Jannik Sinner
In 2020, Jannik Sinner joined the family and became a Rolex Testimonee. The 2024 Australian Open champion was sporting the iconic Rolex Submariner Date after his victory in Melbourne and during the 2024 French Open, but not the latest model. Sinner’s watch is the Rolex Submariner Reference 116610, a landmark piece in the history of the Submariner line. This model was the first to feature a scratch-resistant ceramic bezel, offering enhanced durability and longevity.
Belinda Becinc
Swiss tennis star Belinda Bencic has been a proud ambassador for Rolex since 2015. Known for her incredible talent on the court, a partnership with Rolex was a great fit as Bencic embodies the Rolex values of precision, excellence and timeless elegance. Her relationship with Rolex highlights her status as both a sports icon and a style influencer. Throughout her partnership with the Swiss watchmaker, she has been seen wearing various iconic Rolex models including the Datejust and the Yacht-Master.
Dominic Theim
When he became a Rolex Testimonee in 2019, Austrian tennis sensation Dominic Theim aligned himself with the most prestigious Swiss watch brand known for its legacy in sports and it has served his reputation well. Becoming a Grand Slam champion the following year at the 2020 US Open, Thiem is admired for his powerful and relentless playing style. As part of his partnership with Rolex, he is often seen wearing the Rolex Daytona, a true symbol of high performance and elegance.
Garbiñe Muguruza
Garbiñe Muguruza, a two-time Grand Slam tennis champion, became a Rolex Testimonee in 2016. She is a powerful and dynamic presence on the court, a reflection of everything that Rolex stands for. Throughout her partnership with the brand, she has been seen wearing various iconic Rolex timepieces, including the Rolex Datejust. As a prominent figure in women’s tennis, Muguruza has brought a brand new audience to the Rolex brand and their partnership is going from strength to strength.
The Success of Rolex and Wimbledon
Aligning one of the prestigious watch brands of all time with one of the most prestigious sporting events was simply genius. One of the best marketing plans of all time, with The Championships and players benefiting from the relationship, Rolex and Wimbledon have been coupled up on their rise to excellence. This collaboration that has spanned almost 50 years has been extremely successful and there is no denying that the two are the perfect match.
