Swiss Made Excellence: Roger Federer, Rolex, And The Legacy Of Wimbledon
6 min read
In a sport where moments come and go in the blink of an eye, some stories are destined to endure, told not just in victories, but in values. The story of Roger Federer, Rolex, and Wimbledon is one such tale. It’s not a mere partnership. It’s a meeting of minds, a shared philosophy between a man, a brand, and a tournament that all stand for one thing: timeless excellence.
Wimbledon, an event steeped in history and cherished for its unique atmosphere and long-standing traditions, has a special place on the international sports calendar. The All England Club is where epic duels continue to push standards beyond their discipline. This is the place where standards to play by become standards to live by. In 1978, Rolex became Official Timekeeper of this English summer ritual, marking the start of a blossoming relationship that continues to this date. The maison also supports the major organizations that administer the game worldwide, and has forged partnerships with some of the greatest players in the history of the sport, including Björn Borg, Chris Evert, Rod Laver and Roger Federer, who holds the record for most men’s singles titles at The Championships with eight.
The art and the artist
Roger Federer is Wimbledon. There’s hardly a more fitting way to put it. From his first triumph in 2003 to his record-breaking eighth title in 2017, Federer didn’t just play on Centre Court - he romanced it. His game was like a carefully choreographed dance refined and precise, drawing comparisons not to other athletes but to artists and architects. His performances didn’t just win matches; they elevated the game. So when Rolex aligned itself with Federer, it wasn’t just signing an ambassador it was mirroring its own ideals in human form.
In a world that celebrates fleeting fame, there’s something undeniably poetic about the permanence of Roger Federer at Wimbledon. It’s not just coincidence that Federer has worn a Rolex for almost every major moment off the court. After winning Wimbledon in 2009 in an epic five-set final against Andy Roddick that secured his 15th Grand Slam and surpassed Pete Sampras he lifted the trophy with a Rolex GMT-Master II in yellow gold on his wrist. In 2012, when he equaled Sampras’s Wimbledon tally, it was a classic Datejust on display. And in 2017, when he rewrote history with his eighth title, Federer wore the understated yet elegant Rolex Datejust 41 with a fluted bezel and a jubilee bracelet- a watch as composed and graceful as his forehand which Rolex fans dubbed as the Wimbledon dial.
No watch captures this synergy quite like the Rolex Datejust with the now-famous ‘Wimbledon’ dial. Though Rolex has never officially named it as such, the dial’s slate grey background paired with green-outlined Roman numerals instantly evokes the lush grass courts of the legendary tournament. Introduced with the Datejust II in 2009 and later adapted for the Datejust 41, this dial has become an unofficial emblem of Rolex’s long-standing relationship with Wimbledon. The watch has since appeared across various Datejust 41 configurations, including stainless steel, white, yellow, and Everose Rolesor, making it a fan-favourite symbol of timeless sporting elegance.
Excellence in every step
Off court, Federer’s watch collection has evolved with him from classic Oyster Perpetuals and GMTs in his early years to the more refined Sky-Dweller, and even the blinged out Daytona he wore to the Wimbledon Centre Court Centenary Ceremony in 2022. During the event, he was spotted wearing a brand-new-off-catalog Rolex Daytona ‘Orange’ in yellow gold. The luxurious timepiece fitted on Oysterflex features a bezel with 32 baguette-cut orange sapphires and a black dial with 11 baguette-cut orange sapphire hour markers.
But the journey was not without its challenges. Every time things got tough, Federer would find himself getting disappointed in himself, because he was seeking perfection too early and too soon. The breakthrough happened when he eventually realised that the answer lay in his own hands, that nobody else could solve the problem for him and he needed to make a conscious decision to fix things.
In his own words he says, “I saw that the fire started to leave me a little bit. I realised that I was being slightly too quiet. It took six months to a year to finally get the fire back but I retained this sense of calmness. And all of a sudden something clicked and that’s when the results really began to come. In 2003, I still had some up and down results. I lost the first round in the French Open but then I won Wimbledon. And, once I won Wimbledon, I knew. I knew that I could achieve the highest level in tennis so I just had to try to achieve this as often as possible. At the same time I had to bring my worst level of tennis up and then I could have a great career. And I’ve stayed in the Top 10 ever since that moment.”
A union like no other
Wimbledon doesn’t celebrate trends. It honours legacy. White attire, strawberries and cream, the Royal Box everything about it is steeped in heritage. And so, Rolex fits seamlessly into the equation. It is not merely a sponsor; it is a custodian of time at a tournament that respects the past as much as it celebrates the present. Rolex’s tagline, “Perpetual Excellence,” finds perhaps its purest expression in Federer. His flowing one-handed backhand, his punctual precision on court, and his grace in victory and defeat all align with the brand’s philosophy.
And then came the farewell. In September 2022, Federer played his final professional match at the Laver Cup in London. It wasn’t Wimbledon, but it was just as emotional. He partnered with long-time rival Rafael Nadal in doubles, in what became a night of tears, standing ovations, and one last glimpse of that elegant silhouette on court. Once off the court, he was seen wearing one of Rolex’s sports watches that go relatively unnoticed – the Rolex Air-King. This watch was made in 1945 to honor the British Royal Air Force and was revived in 2016 with a 40mm Oystersteel amagnetic case. The modern Air-King is easily identified by its eccentric, double-digit hour markers. While some may consider this an unconventional choice, I believe that it was the perfect send off for the King of Tennis.
Signing out
Even after retirement, Federer remains a presence at Wimbledon. Whether watching from the stands or being celebrated by the tournament itself, his bond with the All England Club feels perennial. And each time he returns, Rolex returns with him not as a product placement, but as a part of his identity. Other Grand Slams have their own charm, but none have quite the same sense of timelessness. Wimbledon is to tennis what Geneva is to watchmaking the spiritual home of tradition. That Federer is the shared symbol between both worlds is no coincidence. He is the human bridge between sporting greatness and horological excellence. As Wimbledon continues, so too does the legacy of Federer, ticking quietly in the background. Every time a Rolex flashes on the scoreboard, every time a young player steps onto Centre Court dreaming of greatness, the story is kept alive. Because true greatness doesn’t retire. It simply becomes timeless.
