Rolex Omnipresence
A fixture of the tennis world relies on tradition and innovation to continue reigning on the courts
Everything Rolex does is designed to last and often results in long-term partnerships. The brand’s tradition of supporting tennis tournaments and talents began with The Championships, Wimbledon in 1978. Since then, Rolex has joined the crème de la crème of the sport, sponsoring the four Grand Slams® – the Australian Open, Roland-Garros, Wimbledon and the US Open. The Swiss maison invests in what is already a success and also hones the new, as exemplified by the Rio Open, now a prestigious ATP 500 and the largest tennis competition in Latin America, which, for the 11th consecutive year, has Rolex as its official timepiece.
Among athletes, icons and rising stars there is room in its roster of ambassadors. The Swiss Roger Federer, a sports legend, is the perfect example of a multi-champion and has been a Rolex ambassador since 2001. Among the younger, newly appointed names is Brazilian João Fonseca, 18, who, despite his brief run at this year’s Rio Open, envisions a promising 2025 competing in the main tournaments also sponsored by the Geneva maison.
The noble act of supporting those who stand out and of propelling new talents makes Rolex eternal and omnipresent—worthy of the word “Perpetual,” engraved on every Rolex Oyster watch. More than a brand attribute, it is a philosophy that embodies the company’s vision and values, where excellence and innovation are constantly renewed, shining on the many stages where potential Rolex clients live the time of their life.
See the guests who stopped by the Rolex lounge at the Rio Open, an exclusive space where sports and society stars mingle in an environment that reflects the sophistication and history of the brand. Names such as Mariana Ximenes, Klebber Toledo, Silvia Braz, Fabiana Justus, Ricardo Amorim and Marina Caruso were in attendance, adding even more sparkle and glamour to this prestigious event.
