We’ve seen a sharp rise in luxury brands collaborating in the sports space, from F1 partnerships to Sotheby’s hosting their first series of auctions dedicated to sports collectibles. Tennis represents a significant segment of this cultural movement, particularly for prestigious watch brands. While these collabs aren’t necessarily new, we are seeing marcomms pros leverage them in creative ways alongside players, as we’ve learned from the experts below.
Cameron Norrie x Rado
“The Swiss watch industry had another impressive year in 2023, with sales totaling an all-time record of CHF 26.7 billion*. It clearly remains a lucrative market and business opportunity, but the recent trend of tennis players investing in watch manufacturers has been particularly interesting to observe, and there are perhaps deeper reasons for their interest in the space than first meets the eye,” says Merrick Haydon, executive VP and partner at global sports marketing agency rEvolution UK.
He continues, “tennis players now operate across such a global tour, travelling for the majority of the year to all four corners of the world. From a business perspective, this provides them with a unique opportunity to use their profile to help open new markets for younger, up-and-coming brands seeking to establish themselves in new territories, and looking to grow quickly and build brand awareness.”
Linda Nosková x Rado
Swatch Group’s Rado has long worked with tennis tournaments and pros, and is doubling down on their partnerships with unique timepieces and special launches. “Rado has sponsored tennis for more than three decades and is proud to support the brightest names in the sport who inspire audiences every time they step on court,” says the brand. “Rado has also collaborated with the brand’s tennis ambassadors to create tennis-inspired timepieces, such as the Captain Cook x Cameron Norrie Limited Edition. This year, a new watch will be launched during the Mubadala Citi DC Open, for which Rado is the official timekeeper.”
Lacoste, a longtime player in the tennis space as well, just launched their new “Play Big” campaign, featuring a global cast of brand ambassadors spanning celebs, fashion and sports names – including global tennis star Novak Djokovic.
Photography by Willy Vanderperre
These collaborations represent a wider trend across sports, fashion, luxury and marketing that we’ve seen on courts, red carpets and beyond. “In recent years, we have seen a broader fashion revolution taking effect in tennis. We’re increasingly seeing bigger and bolder fashion statements from players – from Jannik Sinner’s controversial Gucci bag at Wimbledon last year despite the tournament’s famously rigid rules, to Holger Rune’s Ikea holdall at the 2021 US Open – which are indicative of a new generation of young players looking to make a name for themselves and differentiate themselves from the ‘Old Guard’ era,’” says Haydon.
The partnership between luxury watch brands and tennis exemplifies a thriving intersection of sports and luxury that marcomms pros are seeing as a big opportunity today. These collaborations that are not merely about brand visibility but also about leveraging the global reach and influence of players to open new markets and create unique, culturally resonant products – bolstering the prestige and allure of both the luxury watch industry and the world of tennis.
