The Watch Industry Sees Tennis Players as Good Endorsement Prospects

Written by: Staff on 10th February 2012

The Watch Industry Sees Tennis Players as Good Endorsement Prospects

Maria Sharapova of Russia serves to Sabine Lisicki of Germany during their fourth round match at the Rod Laver Arena at the Australian Open tennis tournament in Melbourne, Australia, 23 January 2012. EPA/DAVID CROSLING |

The Australian Open final not only proclaimed a winner on court but also in the luxury timepiece arena. With more and more players endorsing watches and gaining worldwide up market exposure in the process, manufacturers are starting to follow the results of big events with as much interest as clothing and equipment sponsors.

The record Melbourne final won in nearly six hours by Novak Djokovic over Rafael Nadal stood out as yet another huge success for Audemars Piguet, who signed the Serb No. 1 to a contract only last year and promptly fitted the 24-year-old out with a classic Royal Oak Offshore Diver.

Nadal, by contras, endorses Swiss rival watch marquee Richard Mille, and wears the limited edition, custom designed RM035 model – a snip at around $500,000 – on court and off and has done so for several seasons.

It was not a bad event for Rolex, with elite endorser Roger Federer reaching the semi-finals while Swiss Tag Heuer showed up in the women’s final with brand icon Maria Sharapova finishing runner-up to Victoria Azarenka.