Rolex's Sports Sponsorship Journey: A Timeline of Prestigious Partnerships with World Champions

Regarded globally as a superb Swiss luxury watchmaker, Rolex is just as noted, if not more, for its involvement in many major sports events at the highest levels. From its very beginning, it has associated itself with not just finely crafted timepieces, but also with elite athletes and momentous sporting events. These are not just casual relationships that we are talking about; they are strategic partnerships formed over decades between Rolex and some of the most prestigious sports event properties around the world. When you consider this sponsorship journey along a timeline, it becomes quite a powerful story, as detailed in Rolex and Sports - A Commitment to Excellence.

1978: Wimbledon – The Beginning of an Enduring Partnership

Rolex's initial significant foray into sports sponsorship was in 1978, when it linked up with The Championships, Wimbledon, one of the most esteemed tennis contests in the universe. Rolex took on the mantle of official timekeeper for the event, a job that fit seamlessly with the image of precision and excellence that this watch brand has maintained since it was founded. The first of what would be many collaborations between Rolex and the sport of tennis unfolded in a manner that ensured both parties would gain tangible benefits.

Tennis has seen the greatest watchmakers partnering up with the world's greatest champions. From the beginning, Rolex has partnered with the best in the sport, including the very first Rolex ambassador, Rod Laver, who was followed by others throughout the decades, including Bjorn Borg, Stefan Edberg, and champions of today. Each of these players, with their precision, has exemplified the same values that are part of the very identity of Rolex.

1980s: Expanding into Golf

In the early 1980s, Rolex broadened its sponsorship push by associating with the sport of golf. The brand's debut in golf was marked by a tie-up with the Masters Tournament, one of the four major championships in professional golf. Rolex's sponsorship was a logical extension of the brand's focus on precision and performance—attributes associated with the sport. By supporting the Masters, Rolex underscored its commitment to endorsing sports that required the highest levels of skill and precision.

Golf was not just an arena in which to highlight Rolex watches; it was an even more favorable venue that enabled the brand to enter partnerships with golf's major championships and its leading professional players. Beyond working with the Masters tournament, Rolex began building a partnership portfolio that included not only the U.S. Open but also the British Open. It is a short distance from one partnership to the next; the truly far-reaching aspect of this Rolex in golf initiative occurs via the leading professional players who serve as tournament ambassadors.

Tiger Woods is one of the most prominent Rolex partners in the golf world, and he wore the watch faithfully long before the year 2011, when he signed on to be a Rolex ambassador. Since then, he has been the face of the Rolex Deepsea Sea-Dweller, which Rolex bills as a timepiece that can withstand extreme conditions—much like the challenges Woods faces in his chosen profession. With a mid-level undersea depth rating of 3900 meters, this rugged watch is one way to say that Woods simply doesn't quit.

1990: The U.S. Open – Strengthening Ties with Tennis

In 1990, Rolex became the official timekeeper of the U.S. Open, one of the four Grand Slam tennis tournaments. This appointment deepened Rolex's existing association with top-tier international tennis, which already included Wimbledon. By taking on the sponsorship of the U.S. Open, Rolex expanded its international reach with its timepiece precision message (timing tennis serves is as crucial as timing a horse in an equestrian event, for instance).

Together with its participation in these honored occasions, Rolex kept associating with the most distinguished athletes on the planet. Since becoming a world champion in 2008 and winning the Australian Open, Novak Djokovic has been a devotee of the brand. Joining Rolex in 2017, he has been seen wearing one of its most storied pieces: the GMT-Master II. This timepiece isn't just a stunning watch; it symbolizes the precision, versatility, and adaptability that tend to characterize elite athletes. Indeed, the GMT-Master II is known for its dual time zone functionality, making it an ideal companion for an athlete who, like Djokovic, lives out of a suitcase and travels around the world.

2006: Australian Open – Expanding the Tennis Legacy

In 2006, Rolex enhanced its participation in tennis by becoming the official timekeeper of the Australian Open, one of the Grand Slam tournaments. This partnership meant that Rolex was now present at three of the four Grand Slam events: Wimbledon, the U.S. Open, and the Australian Open. This alliance not only helped Rolex strengthen its position in the tennis world but also further embedded the brand in the upper echelon of watchmaking. Time is of the essence there, and Rolex, once again, was right on time.

The link with tennis greats continues to prosper at Rolex, and one of its longest-serving partnerships in this sport is with Serena Williams, a world champion since 1999 when she first won a Grand Slam title at the U.S. Open. She is a frequent wearer of the Rolex Daytona. Williams is said to wear it because (and I quote the company's promotional material) "the chronograph designed for precision and performance mirrors Williams' unmatched power and precision on the court." Further (or maybe just in my imagination, but not entirely implausibly) the company's promotional material suggests that the sleek sporty design of the Daytona represents Williams' on-court intensity and athleticism, while its elegance characterizes her as one of the most iconic athletes in stratospheric tennis history.

2007: Formula 1 – Entering the World of Motorsports

The expansion of Rolex into motorsports started in 2007, when it took on the role of official timekeeper for the Formula 1 World Championship. This was a major advancement for the brand in terms of diversifying into motorsport—an arena celebrated for its fast-paced, precision-driven nature and for requiring the kind of durable, high-performance equipment for which Rolex has long been synonymous. Aligning with one of the most renowned and globally televised sports events in the world served to cement Rolex's reputation for high-level horological craftsmanship.

The partnership has proven to be long-lasting, with Rolex continuing to sponsor the Formula 1 World Championship for more than a decade. This decade-long sponsorship highlights the watchmaker's commitment to motorsports and precision timing, not to mention that its very name is synonymous with high-performance and motorsport's most elite events. Lauda, Niki Lauda, a three-time Formula 1 world champion, helmed the Rolex association with the sport to heights not achieved before. However, Lauda was not the only—nor the first—Formula 1 driver to don a Rolex. And why not get a little nostalgic by talking about the Rolex watches worn by previous drivers and the events they were involved in?

2010: The Rolex 24 at Daytona – A Step Further into Endurance Racing

In 2010, Rolex became more involved in the world of motorsports by title-sponsoring the Rolex 24 at Daytona, an iconic endurance race held annually at Daytona International Speedway in the United States. The 24-hour race, known for its extreme test of automotive and human endurance, embodies the values of precision, resilience, and performance—that is, the very essence of the Rolex brand.

Rolex's association with a sport that demands technical expertise and durability was strengthened when it became the title sponsor of the 24 Hours of Daytona endurance race. This was an event so extreme that it took much of the profound and celebrated precision of Rolex to time it all successfully. Rolex still endures, too, as a leader in timekeeping with those demands.

Rolex and IMSA Finalize Long-Term Partnership

2013: Golf and the Ryder Cup – A Strategic Partnership

In 2013, Rolex took another major step when it became official timekeeper for golf's Ryder Cup, one of the sport's most storied and prestigious events. Set as a biennial team competition between Europe and the United States, the Ryder Cup is one of the most highly anticipated events on the golf calendar. Thus, Rolex's involvement can only be seen as a solidification of its commitment to support the highest levels of competition in the sport, with a brand that is now aligned with the pinnacle of golfing excellence.

2014: The French Open – Completing the Grand Slam

In 2014, Rolex continued to extend its rich history of associating with the sport of tennis by sponsoring the French Open and becoming its official timekeeper. With presence in all four Grand Slam events—Wimbledon, the U.S. Open, the Australian Open, and now the French Open—Rolex has become the preeminent sponsor in the sport of tennis. And by ensuring association with these prestigious events, including the Grand Slam tournaments, Rolex has lent an aura of brilliant timing to its brand.

2017: Equestrian Sports – The Rolex Grand Slam of Show Jumping

In 2017, the world of equestrian sports welcomed a new player—Rolex. The watchmaking giant became a founding partner of the Rolex Grand Slam of Show Jumping, and now it bets on showcasing the harmony of man, horse, and gravity over the course of four monumental moments in the life of a horse and rider: CHIO Aachen, Spruce Meadows, CHI Geneva, and The Dutch Masters. Precision and grace have long been Rolex's domain; you'd expect it to endorse the life of a show jumper.

2020: The 24 Hours of Le Mans – Expanding Endurance Racing Sponsorship

In 2020, the Swiss watchmaking powerhouse Rolex furthered its reach into the racing world by becoming a partner of the legendary 24 Hours of Le Mans. The race, the most famous 24-hour endurance race in the world, requires drivers and teams to perform under extreme pressure for a full 24 hours. This test of human and machine strength and stamina is the kind of event that Rolex—known for precision, performance, and endurance—was made to sponsor.

Rolex's Partnerships with World Champions: A Detailed Look at Iconic Collaborations

For a long time and still today, Rolex has been a pronounced icon of the high-end watch business. It is almost to the point of truism now to state that Rolex watches are among a person's most prized possessions. Oscars may be up for grabs as they are each year, yet for many, the gold-plated timepiece embossed with the word "Rolex" by and large stands in more hallowed association when one thinks about the short list of potential honors a man or woman might covet over the course of a lifetime.

1. Roger Federer – Tennis Champion (2001)

Timepiece: Rolex Datejust 41

One of the greatest tennis players ever, Roger Federer, opened his 2003 chapbook of Wimbledon titles with a sweep that very summer, then followed with three more during this decade in the same century. He won a fifth Wimbledon title in 2012 and his most recent (seventh) in 2017. In 2006, he became a Rolex ambassador, and the two have since then endorsed their work with the elegance, charisma, and precision required everywhere in tennis and life. Federer, especially, seems to be engaged in a "great watch" contest with himself. There are few wristwatch icons of precision in the world that can match the Rolex Datejust 41 for "timelessness" and "refinement" at the levels on which Federer usually operates.

2. Rafael Nadal – Tennis Champion (2005)

Rolex Watch: Rolex Royal Oyster Perpetual

Rafael Nadal became a world champion in 2005 when he won his first French Open title. He is known for his unparalleled dominance on clay courts. But make no mistake; his achievements are a testament to pretty much everything Rolex watches are supposed to symbolize. He has what can only be called a relentless work ethic. He runs with a kind of animalistic abandon. He seems to employ the very essence of resilience in every shot he hits. He is as precise as they come. He makes Federer-like geometry look easy. On top of all that, the guy has what seems like a never-ending supply of (very dangerous) topspin. And guess what? Rolex timepieces also seem to have a never-ending supply of elegance, versatility, and even (in some cases) danger.

3. Tiger Woods – Golf Champion (1997)

Rolex Timepiece: Oystershell Rolex

If the developments and processes of modern good timepieces are interesting, the opportunities for and consequences of partnerships in the world of horology are equally captivating. These partnerships result in some unique watches and watch brands, often to the advantage of the patron watch company. Watches are exceptional advertising vehicles, both in the places they are seen and the way they are perceived by the people who see them. Certainly, Rolex is and has been for a long while one of the biggest, if not the biggest, patron of the watch partnership system. With the very serious partnership of Tiger Woods, Rolex has entered the very interesting world of serious golf.

4. Novak Djokovic – Tennis Champion (2008)

Timepiece: GMT-Master II

Novak Djokovic's rise to champion status in the world of tennis began back in 2008 when he won the Australian Open, the first of several Grand Slam titles. The precision, mental toughness, and superlative skills that he displays on the court make him one of the greatest players of all time. His association with Rolex began in 2017, and since that time, he has frequently been seen wearing the GMT-Master II version of their timepieces. This watch is as versatile and precise as Djokovic, a symbol of the kind of excellence that he embodies.

5. Serena Williams – Tennis Champion (1999)

Rolex Watch: Rolex Daytona

Serena Williams began impacting the world of tennis with her very first Grand Slam victory at the 1999 U.S. Open. Since that time, she has become a powerful figure, representing strength and excellence. Williams has been a Rolex ambassador for many years, and she is often seen wearing the iconic Rolex Daytona.

The Daytona is one of Rolex's most famous watches, yet it isn't a watch in the truest sense. It is a tool used by professionals to measure elapsed time, and if anyone can describe a strong, explosive playing style, with relentless drive to win, it's Williams making that endorsement. The Daytona has an elegant design, yet it is sleek and sporty, making it a good match aesthetically for one of the most famous athletes in the world. When Williams wears this watch, it almost seems as if the watch is more likely to keep up with her than the other way around.

6. David Beckham – Football Champion (1999)

Timepiece: Rolex Submariner Date

Global football icon David Beckham rose to tremendous fame following a glittering sport career that spun two decades (1992–2013). He helped Manchester United become the 1999 UEFA Champions League-winning team. Since then, Beckham has remained a worldwide style—and substance—icon. He frequently dons the Rolex Submariner Date, effortlessly mixing functionality with a commanding presence of mind that demands attention and mixes with his already amazing personal style.

The Submariner Date can handle any adventurous outing Beckham can throw at it—from deep-sea diving to extravagant off-field appearances—as it has a 300-meter water resistance rating and just as much luxury watch presence. To Beckham, and rightly so, it is both a sport and a luxe timepiece.

—Rhonda Cooper, 2009.

7. LeBron James – Basketball Champion (2012, 2013)

Rolex Watch: Rolex Day-Date 40

LeBron James, a global basketball superstar, secured his first NBA championship in 2012 and followed that up with another title in 2013. James' drive, leadership, and commitment to excellence have made him an ideal representative for Rolex. The Day-Date 40 is a prestigious watch, combining sophisticated style with an aura of athletic achievement.

The Rolex Day-Date 40 symbolizes the pinnacle of achievement, right on par with LeBron's feats of strength and artistry on the basketball court. Its design and enduring appeal are right in line with a legacy of icons—both on and off the basketball court. That sense of an iconic, classic look goes right along with a watch that's platinum all the way through. But if you can't tell, dear reader, there's an element of perfunctoriness about this section, to the point where it almost feels disingenuous.

8. Lance Armstrong – Cycling Champion (1999, 2001, 2003)

Lance Armstrong, who captured the Tour de France title an unmatched seven consecutive times from 1999 to 2005, became one of the most rewarded cyclists in history. Despite his massive fall from grace in 2012 after more than a decade of claims that he was clean—in 2005, Billboard magazine even called him "the most decorated athlete in our nation's history"—and the number of legal settlements he's had to pay, Armstrong's cycling achievements are undeniable.

He was often seen with a Rolex watch, and the model that seems most closely associated with him is the Rolex Oyster Perpetual Datejust. The watch is known for its durability and its ability to withstand the elements while maintaining an elegant look—much like Armstrong's approach to cycling. The Datejust is arguably a Rolex that most Rolex buyers could afford. Despite that its retail price has more than doubled over the past 20 years—mostly thanks to the brand's skyrocketing popularity—that's still a much lower price than what the Tour de France will get you.

9. Niki Lauda – Formula 1 World Champion (1975, 1977, 1984)

Cosmograph Daytona: Rolex Watch

Iconic Formula 1 driver Niki Lauda achieved a historic milestone of becoming a world champion when he won the Formula 1 World Championship three times, in 1975, 1977, and 1984. Lauda's extraordinary grit and singular determination, especially after the nearly fatal crash he endured in 1976, are commemorated in the timepiece he wore throughout his years in F1—the Rolex Cosmograph Daytona.

The Cosmograph Daytona from Rolex is a chronograph designed specifically for racing professionals, rendering it a perfect match for Lauda, a man whose career was all about precision and split-second decisions. The watch's rugged design and advanced functionality are hallmarks of Lauda's own unyielding drive for excellence, both on and off the track.

10. Ben Ainslie – Sailing Champion (2012)

The Rolex Watch: The Rolex Yacht-Master II.

The most decorated Olympic sailor in history, Ben Ainslie, became a world champion in 2012 when he snagged a gold medal in London. Ainslie has been with Rolex since the early 2000s and can be seen sporting the Rolex Yacht-Master II, a specialized sailing chronograph made to meet the demands of seafarers.

The Rolex Yacht-Master II has a regatta chronograph, allowing sailors to time their race starts without a hitch. Ben Ainslie's use of this watch underscores the need for precision in the time-critical sport of sailing. The intricate design of the Yacht-Master II mirrors Ainslie's meticulous approach to his sport, making this timepiece a natural fit for the world champion.

Conclusion: Rolex and the World Champions

The partnerships that Rolex maintains with world champions in an array of sports—from tennis and golf to motorsports and sailing—are signs that Rolex watches are not just refined accessories but important parts of the unswerving allegiance that athletes have to their sports. These are the lifetimes signs of devotion, mastery under pressure, and it seems—Ricardo Montalban aside—great times on the wrist.

That Rolex should keep company with all these stalwarts of their realms of sport is a testament to the company's own storied history of performance under pressure, excellence in luxury watchmaking, and signs of these certainties on or around the wrists of champions.

FAQ: Rolex's Sports Sponsorships and World Champions

Rolex first became involved in sports sponsorship in a big way in 1978 when it became the official timekeeper of The Championships, Wimbledon. This partnership set Rolex on a path of being a company that was known in the sports world for more than just making precise watches. It put Rolex at the intersection of precision, excellence, and timeliness, all of which are required in tennis, and made it a player in a space where it hadn't been seen before but was very much aligned with its brand.

Q2: With which world champion athletes has Rolex been associated?

A2: Rolex has formed partnerships with numerous world champions in a wide range of sports. Notable among them are Roger Federer, Rafael Nadal, Tiger Woods, Novak Djokovic, Serena Williams, and David Beckham, all of whom can be seen wearing Rolex watches. Each of these ambassadors represents the brand's values—precision, performance, and resilience—adjectives which also describe Rolex watches.

Q3: With which Rolex watches do world champions associate themselves?

A3: Different Rolex models are worn by different world-class athletes, and each model embodies the unique qualities of the athlete who wears it. Take, for example, three athletes who are on the very short list of the best in the history of their respective sports. Roger Federer wears the Rolex Datejust 41. Serena Williams wears the Rolex Daytona. And Tiger Woods wears the Rolex Deepsea Sea-Dweller.

Q4: How has Rolex expanded its sports sponsorship beyond tennis?

A4: Rolex made its presence first in tennis, but it has since ventured into other sporting areas: golf, motorsport, equestrianism, and sailing, to name a few. It has been part of major events in these areas like The Masters, the U.S. Open, Formula 1, and the 24 Hours of Le Mans, etching deep into the world of sports and establishing its presence in the global arena.

Q5: Why does Rolex focus on sports sponsorships?

A5: Rolex's sponsorships enable the brand to associate itself with the kinds of values it wants to uphold: excellence, precision, and performance. The sports in which it partners—tennis, golf, and motorsports, to name a few—demand these kinds of qualities, making them, in a sense, a really good fit with the brand.