The Inseparable Bond Between Rolex and Top Athletes


Rolex’s First Brand Ambassador

In 1927, Mercedes Gleitze became Rolex’s first brand ambassador. At the time, she challenged the English Channel crossing, and the Rolex watch she was wearing maintained accurate timekeeping even after prolonged immersion in seawater, proving the watch’s exceptional water resistance.
Rolex then published this feat on the front page of The Daily Mail, propelling Mercedes Gleitze into the public eye.

Rolex’s Close Ties with the Sports World

Rolex has always had a close connection with the sports world. Since the 1920s, the founder Hans Wilsdorf has been seeking suitable brand ambassadors, hoping to showcase the brand’s exquisite craftsmanship and outstanding performance. The starting point was a young British swimmer named Mercedes Gleitze.




In the tennis world, Rolex is arguably the most representative brand. From the “King of Grass” Roger Federer to the rising new generation stars like Carlos Alcaraz, Iga Świątek, and Jannik Sinner, they are all Rolex brand ambassadors.

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The Personalities and Styles of Rolex Brand Ambassadors

These top athletes are constantly pushing the limits of their fields and pursuing excellence, which aligns with Rolex’s pursuit of perfection in watchmaking. The professional spirit and never-give-up attitude they display on the competitive stage is also a reflection of the Rolex brand.
The watch choices of Rolex brand ambassadors often reflect their personalities and styles. Roger Federer has often worn the Rolex Datejust, showcasing his elegant and refined side; while Carlos Alcaraz chose the Rolex Cosmograph Daytona when he won Wimbledon, highlighting his youthful and dynamic side. 
Iga Świątek wore the Rolex Oyster Perpetual Datejust 31 when she won her third consecutive French Open title, exuding the graceful femininity.

Rolex’s Brand Ambassadors in Other Sports

In addition to the tennis world, Rolex also has numerous brand ambassadors in other sports. Coco Gauff, the 2023 US Open women’s singles champion, and Stéfanos Tsitsipás, the 2021 Monte-Carlo Masters champion, are both Rolex brand ambassadors.
These brand ambassadors not only have achieved remarkable success in their respective sports, but they have also successfully brought the Rolex brand to a wider audience. Rolex’s collaboration with them is not only a display of brand value, but also a tribute to the spirit of sports.
In these competitive fields that demand precision and split-second timing, the athletes constantly surpass human limits and pursue excellence, which is exactly what Rolex strives for in its watchmaking. Both share the same goal: to achieve perfection.