LIFESTYLE

A SPONSORSHIP DOESN’ T need to be loud to be successful. Since 1978, Rolex has been the Official Timekeeper of Wimbledon – making it one of the longest and most prestigious sports sponsorships. During that time, however, the brand has never created unnecessarily loud or cluttered campaigns. Instead, Rolex has focused on shared values: excellence, tradition and achievement. It does this by focusing on supporting the leaders who have shaped the sport, through, for instance, its roster of tennis champions as brand ambassadors. With names such as Coco Gauff, Roger Federer and Carlos Alcaraz, the brand uses these placements to subtly align luxury Rolex timepieces with human excellence. This strategy of long-term stewardship has delivered massive global reach for Rolex – placing it before hundreds of millions of viewers across more than 200 territories.