Watches and tennis: style, precision and passion

Tennis and exclusive watch brands have long had a strong collaboration. Watch manufacturers see the sport as a perfect platform for marketing their products, while the players get a chance to wear some of the world's most prestigious movements both on and off the court. In this article we take a closer look at a few examples where tennis and watches meet.  

Text: Andreas Johansson

Several watch brands sponsor the biggest tennis tournaments in the world, and this strengthens their connection to the sport. Here is an overview of the most prominent collaborations between watch brands and tennis players. Below we list a few watch brands that have connections to tennis and we start with the biggest one, Rolex.

Rolex

Rolex – Official sponsor and timekeeper for tennis' grand slam tournaments, that is to say Wimbledon, the US Open, the French Open (Roland-Garros) and the Australian Open. Rolex has a long history within tennis and is one of the most visible brands in the sport. But perhaps it is above all Wimbledon that one associates with Rolex. Since 1978 Rolex has been deeply involved in Wimbledon and serves as the tournament's official timekeeper. The iconic green Rolex clock is a central part of Centre Court's tradition and symbolises the brand's commitment to precision and elegance. Rolex is also strongly connected to "The Championships" through its partnerships with several former and current Wimbledon champions, including Roger Federer and Carlos Alcaraz. Their presence at Wimbledon reinforces their image as a timeless and sophisticated brand associated with excellence both in sport and in horology.

Rolex has long been strongly associated with the tennis world and collaborates with some of the sport's most prominent figures. Among their ambassadors are legendary names such as Roger Federer, whose elegant and timeless playing style perfectly mirrors Rolex's brand identity. For many years Federer has been one of the most prominent representatives of the brand. The German top player Alexander Zverev is also part of the Rolex family. His powerful play and status as one of the world's best players make him an obvious ambassador for the brand. Iga Świątek too, the world number one from Poland, is a proud Rolex ambassador. She is often seen wearing their exclusive watches at both official occasions and on the tennis court, which further strengthens her connection to the prestigious brand. Sweden's tennis icons also have an important place in Rolex's history. Stefan Edberg, known for his elegant serve-and-volley style and sportsmanlike conduct, was during his active career an appreciated ambassador for Rolex. His clean-lined appearance and professional attitude were entirely in line with the brand's values. Björn Borg too, one of the greatest tennis players of all time and a global icon, has had a collaboration with Rolex. His cool authority on the court and historic successes helped reinforce Rolex's standing within the tennis world during the 1970s and 80s.

In 2009 Rolex introduced the Datejust II, which later became the Datejust 41, and in this model there is the so-called "Wimbledon" dial, which has a slate grey background with Roman numerals edged in a classic green colour. Many have interpreted the design as a tribute to Wimbledon's green grass courts. Roger Federer has also been photographed with the Rolex Datejust "Wimbledon" on several occasions, particularly in 2017 when he won his eighth Wimbledon title. As is often the case with Rolex nicknames, the brand has never officially called the dial "Wimbledon" – it was Rolex fans who coined the name. The two-tone model has however been marketed closely in connection with the Wimbledon tournament, and it also resembles the clocks used at the courts, which further strengthens the connection. The "Wimbledon" dial has been incorporated into all styles of the Rolex Datejust 41, whether in full stainless steel, white Rolesor, yellow gold Rolesor or Everose Rolesor.

Through these collaborations Rolex has not only cemented its presence within tennis but also shown its commitment to excellence, precision and timeless elegance – values shared by both the brand and its ambassadors.

Richard Mille

The collaboration between Richard Mille and Rafael Nadal is one of the most iconic partnerships between a luxury watch brand and an athlete. Since 2010 the Spanish tennis star has been an ambassador for Richard Mille, a brand known for its innovative and technically advanced watches. Together they have created some of the world's most exclusive and lightweight watches – designed to be worn even during the most demanding matches. The first model produced in the collaboration, the RM 027, weighed only 20 grams including the bracelet, and despite its extreme lightness Nadal could wear it during Grand Slam matches without it affecting his play. Since then several generations of the RM 27 series have been launched, each one more advanced than the last – with groundbreaking materials such as carbon fibre and titanium, and a design that withstands both heavy impacts and extreme stresses.

What makes the collaboration unique is not only the technical achievement, but also the close cooperation between Nadal and Richard Mille himself. Together they have developed watches that combine function, form and personality – an expression of both Nadal's explosive playing style and the brand's striving for boundless innovation. 

Hublot 

Hublot and Novak Djokovic began their collaboration in 2021, and it marked a significant step for the Swiss watch brand. As one of the most successful tennis players of all time – with more Grand Slam titles than any other male player – Djokovic became a natural choice for Hublot, a brand known for its motto “The Art of Fusion” and its bold spirit of innovation.

Djokovic stands for precision, discipline and mental strength – values which according to Hublot mirror their own philosophy. Even though he does not wear a watch during a match, the collaboration has focused on shared values, exclusive models and global exposure. Through the partnership Hublot wants to present Djokovic as more than just an athlete – as a role model, an ambassador for excellence and a symbol of timeless performance. During the collaboration Hublot has also produced special editions honouring Djokovic and his tennis career, where every detail of the design carries traces of his personality and the high points of his career.

Audemars Piguet

When Audemars Piguet, one of the world's most prestigious Swiss watch brands, chose to collaborate with Serena Williams, it was a natural choice. Since their partnership began Serena has not only represented the brand – she has become a symbol of its core values: strength, excellence, determination and uncompromising elegance.

Serena Williams is more than one of the greatest tennis players of all time – she is a cultural icon, entrepreneur and role model. Her career, filled with 23 Grand Slam titles and an almost unmatched dominance on the tennis court, mirrors the precision, innovation and prestige that Audemars Piguet stands for. Through the collaboration the brand wants to highlight women who break barriers and go their own way – something Serena has done throughout her career. Audemars Piguet is known for its exclusive and technically advanced watches, particularly the legendary Royal Oak collection. Serena has often been seen wearing Royal Oak models both on and off the court, which not only strengthens her style but also shows that luxury and performance can coexist – even in the most demanding environments. In the communication around the collaboration the motto “To break the rules, you must first master them” is often emphasised – a quote that suits Serena perfectly. She has constantly challenged conventions within sport, fashion and the business world, just as Audemars Piguet has done within watchmaking since 1875.

Together Serena Williams and Audemars Piguet represent a new generation of luxury: confident, dynamic and full of integrity. Their partnership shows that true greatness is not only measured in victories – but in the ability to inspire, push boundaries and set a new standard.

Citizen

Naomi Osaka, one of the world's most prominent tennis players, began her collaboration with the Japanese watch brand Citizen in 2018, in connection with her breakthrough on the international tennis scene. Since then she has not only been an ambassador for the brand but also a source of inspiration for Citizen's campaign "Better Starts Now", which encourages taking the initiative and improving the present. To celebrate this partnership Citizen launched a limited edition of a signature watch designed in collaboration with Osaka. This model, the CB1101-03L, is characterised by its blue dial and yellow strap – colours that symbolise the sky and a tennis ball. The watch is equipped with Citizen's Eco-Drive technology, which means it is powered by light and does not require battery changes. In addition it is radio-controlled and has a world time function covering 26 cities, including the four Grand Slam cities. The case is made in Super Titanium™, which makes the watch both light and durable, and the back is adorned with Osaka's signature.

Osaka wore this signature watch during her victory in the US Open 2020, which further strengthened the connection between her achievements on the tennis court and Citizen's brand. Her commitment to constantly improving herself and taking on new challenges mirrors Citizen's philosophy of always striving for improvement, which makes her an ideal representative for the brand. Through this collaboration Citizen has not only strengthened its presence within the world of sport but also shown its support for an athlete who personifies determination, innovation and a will to make a difference both on and off the tennis court.

Gerald Charles 

The independent brand Gerald Charles has not collaborated with any tennis players but they have produced the model GC Sport Tennis, which is inspired by tennis' classics, such as Wimbledon, Roland Gaross and the classic yellow tennis ball. The GC Sport Tennis is made in titanium and is inspired by modern tennis aesthetics. The watch has an ultralight velcro strap that mirrors the porous structure of the dial. The watch is tested and approved by professional players and weighs only 64 grams and has a left-positioned crown to avoid chafing during matches. The design ensures that the lugs, case and bracelet sit ergonomically and adapt to all wrist sizes for maximum stability and weight distribution, so perfect for playing tennis with.

Beyond the examples mentioned above there are of course several collaborations and several watch brands sponsor various tournaments around the world. Watches and tennis are a perfect combination, both are about precision, elegance and timelessness. Watch brands see the sport as an opportunity to strengthen their brands by collaborating with top players and sponsoring prestigious tournaments. For the players the watch brands are a symbol of their success and status. Whether it is about Rolex at Wimbledon, Richard Mille on Nadal's wrist or Audemars Piguet on Serena Williams, it is clear that watches and tennis continue to be a winning combination. The future will surely offer more collaborations, innovations and exciting partnerships between these two worlds.