By Abhya Adlakha

As the excitement peaked for the Wimbledon 2024 final, tennis enthusiasts around the world were not just focused on the players’ serves and volleys, but also on the sartorial spectacle unfolding both on and off the court. From the crisp Ralph Lauren suits gracing the Royal Box to the gleaming timepieces adorning players’ wrists, the tournament was as much a showcase of style as it was of sport.

The marriage of haute horology and professional tennis has become a spectacle in its own right, with luxury watch brands vying for space on the arms of the sport’s biggest stars. In the high-stakes world of professional sports, time is everything. Whether it’s measuring the milliseconds between a serve or marking the decades-long careers of legendary players, watches have become an integral part of tennis culture. Tennis, with its global appeal and association with precision, elegance, and endurance, provides the perfect backdrop for showcasing timepieces that embody these very qualities.

But these aren’t just any timepieces – we’re talking about some of the most prestigious and innovative watches in the world, crafted by brands that are household names in the luxury market.

Let’s serve up a look at some of the most notable player-brand partnerships that have been making waves both on and off the court.

Roger Federer — Rolex

Roger Federer and Rolex have perhaps the most iconic partnership in tennis. Since 2006, the Swiss maestro has been a global ambassador for the brand, a relationship as enduring as Federer’s career itself. This year, Federer donned the Rolex Datejust 36 with a ‘Wimbledon’ dial — a perfect fitting for the legend. Its green Roman numeral indices are a nod to the hallowed grass courts of the All England Club, where Rolex has been the Official Timekeeper since 1978.

Rafael Nadal and Alexander Zverev — Richard Mille

While Rolex opts for classic elegance, Richard Mille takes a more avant-garde approach, pushing the boundaries of watchmaking technology. This is perfectly exemplified in their partnerships with both Rafael Nadal and Alexander Zverev. Nadal’s relationship with Richard Mille, which began in 2010, has produced some of the most innovative and expensive watches ever seen on a tennis court. The RM 27-04, created to mark their 10th anniversary, features a dial resembling a tennis racket and can withstand impacts of up to 12,000 G – a new record for the brand. Zverev, who joined the Richard Mille family in 2016 (on Nadal’s recommendation, no less), often sports the vibrant red RM 67-02 during matches.

Serena Williams — Audemars Piguet

Serena Williams, arguably the greatest female tennis player of all time, has been proudly representing Audemars Piguet since 2014. What sets Williams apart is her willingness to wear her timepieces during play, a rarity in the sport. Her rose gold Royal Oak Offshore has become almost as iconic as her powerful serve, and she even wore an Audemars Piguet Millenary with a skeletonized dial when she clinched her record-breaking 23rd Grand Slam singles title in 2017.

Novak Djokovic — Hublot

In a relatively new partnership, Novak Djokovic joined forces with Hublot in 2023. The current world number one and face of Hublot’s Big Bang collection brings his relentless pursuit of excellence to this collaboration, mirroring the Swiss brand’s innovative spirit. Fans are eagerly anticipating the fruits of this partnership, with expectations of new designs specifically created for on-court wear.

Maria Sharapova and Naomi Osaka — Tag Heuer

Tag Heuer has made significant inroads in the tennis world, signing both Maria Sharapova and Naomi Osaka. Sharapova’s decade-long partnership saw her sport various pieces from the Formula 1, Carrera, and Aquaracer collections. Osaka, the first Asian player to hold the world #1 ranking, became a Tag Heuer ambassador in 2022. Her limited edition Naomi Osaka Aquaracer, featuring a diamond-set green dial, is a testament to her unique style and the brand’s ability to create youthful yet sophisticated timepieces.

Ashleigh Barty — Rado

Rado found their perfect match in Ashleigh Barty, the top-ranked Australian player who joined their YoungStars program in 2017. Barty’s preference for the white ceramic True Thin-Line reflects Rado’s reputation for innovative materials and sleek designs.

From Rolex’s classic elegance to Richard Mille’s cutting-edge engineering, from Audemars Piguet’s royal oaks to Hublot’s big bangs, these timepieces are more than mere accessories. They’re a testament to the precision, endurance, and style that define both watchmaking and tennis at the highest level. As the players vied for victory on the hallowed grass of Wimbledon, their wrists bore silent witness to the passage of time.