Masterful branding: Rolex taps into association between human achievement and excellence in sport
The most famous tennis ambassador has probably been Swiss ace Roger Federer, who is regarded as one of the greatest players in history
Sport is known as a great social equaliser – it transcends social, cultural, language and ideological barriers – and luxury watchmakers are aware of its influence. Brands associating themselves with sports can reach huge audiences who share a common passion.
One marquee brand that has successfully tapped into the association between human achievement and excellence in sport is Rolex, particularly in tennis. The brand and professional tennis first joined forces in 1978 when it became the official timekeeper for Wimbledon, the oldest tennis tournament in the world.
Rolex’s relationship with sporting events dates back to 1926 when its founder Hans Wilsdorf developed and patented the first water-resistant watch in the world and christened it the Oyster.
That following year he engaged the support of Mercedes Gleitze, the first female to swim across the English Channel. Gleitze swam the body of water separating England from France in 15 hours and 15 minutes, wearing a Rolex Oyster for the entire journey. The swim showed that Wilsdorf’s new watch could withstand many hours of submersion without failure.
Rolex has continued to work with other tennis tournaments such as the Shanghai Rolex Masters, the Monte-Carlo Rolex Masters, and the Barclays ATP World Tour Finals in addition to two of the four grand slam events, Wimbledon and the Australian Open.
“Associated with the quest for excellence inherent in sport” is what the brand proclaims on its website. Present at more than 150 golf, sailing, tennis, motor sport and equestrian events, Rolex is an important sponsor for many professional sports.
