Why Rolex has timed every Wimbledon champion for nearly half a century

Two and a half minutes. That’s how long it takes for a tennis player in the final to walk from the All England Club’s changing room to Centre Court at Wimbledon, where 15,000 people hold their breath and which millions more are watching from their sofas around the world. Wimbledon, where Rolex Testimonees Iga Świątek and Jannik Sinner claimed the prestigious singles titles last month, beating Amanda Anisimova and Carlos Alcaraz respectively, has been crowning champions for nearly 150 years, and for almost half a century, Rolex has been there to time every critical second of it.

Alcaraz is familiar with that walk—and will no doubt do it many times again. After all, while he had hoped for a different outcome this year, the two-time Wimbledon champion and four-time Grand Slam winner is only 22.

The Master of Ceremonies calls your name, and suddenly you’re moving through corridors that have witnessed tennis history in the making; past the Royal Box where kings and queens have applauded, past photographs of champions who’ve become immortal, down the stairs that bring you tantalisingly close to the trophy you’re dreaming of lifting. Then—the pause. A few seconds to gather yourself before stepping onto the most famous grass in the world.

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The trophies on display (Photo: courtesy of Rolex / AELTC / Andrew Baker)

“When you walk through the gates, it’s like stepping back in time,” Alcaraz says. “It feels like you’re following in the footsteps of legends.” And he’s right—those footsteps were made by stars including three-time Wimbledon champion Chris Evert, eight-time victor Roger Federer, and Björn Borg, who dominated the tournament in the late Seventies and early Eighties, winning five titles, just as Rolex was beginning its own championship run.

In 1978, Rolex began what is now one of sport’s longest- lasting partnerships, taking on the role of official timekeeper at Wimbledon—101 years after the tournament was first held. “Tennis became one of the biggest sports in the world and Rolex coming into it felt like a significant moment,” says Borg, whose five consecutive Wimbledon crowns from 1976 to 1980 helped cement both his legacy and the tournament’s growing prestige. For the ice-cool Swedish champion, Wimbledon represented the fulfilment one of his childhood dreams—representing his country in the Davis Cup, playing just one match on Centre Court and winning a Grand Slam. He would go on to achieve all three—and then some.

The partnership proves how aligned the two entities are. Wimbledon, with its insistence on tradition—the all-white dress code, the grass courts trimmed to exactly 8mm, the strawberries and cream— mirrors Rolex’s own obsession with precision and excellence. Both brands understand that greatness isn’t just about the result; it’s about the journey, the craftsmanship and the relentless pursuit of perfection. Take the grass at Wimbledon. Those 8mm blades aren’t a random whim— the height is the result of decades of research and refinement. It’s the kind of all-consuming attention to detail that Rolex applies to every component of its timepieces.

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Rolex clock on the exterior of Wimbledon's Centre Court (Photo: courtesy of Rolex)

Today, Rolex’s relationship with tennis extends far beyond Wimbledon. The Swiss manufacture has become the Official Timekeeper of all four Grand Slams, supporting the Association of Tennis Professionals (ATP) and Women’s Tennis Association (WTA) tours, and nurturing the next generation of champions. Its current roster of brand ambassadors, or testimonees, reads like a who’s who of tennis royalty: from established legends like Federer to rising stars like Coco Gauff, Mirra Andreeva and Taylor Fritz. But Rolex’s approach to sponsorship isn’t just about slapping a logo on a scoreboard. The company has woven itself into the fabric of the sport, understanding that tennis, like watchmaking, is about precision under pressure, about performing when it matters most and about the accumulation of small, perfect moments that combine to create something extraordinary.

What makes this story compelling in 2025 is how both Wimbledon and Rolex manage to continue to honour tradition while embracing change. The tournament maintains its quintessentially English character— the Royal Box, the dress codes, the queue that forms before dawn—but, as its global superstars prove, it’s very much an international affair. Spaniard Alcaraz, a Rolex testimonee since 2022, is a perfect example: he brings a fresh energy to the courts while respecting everything that makes the tournament special. “The excellence and elegance that the tournament brings to tennis is what makes Wimbledon unique and a perfect match for Rolex,” he says.

Rolex testimonee Iga Świątek (Photo: courtesy of Rolex / Jon Buckle)

That word, “match”, is particularly apt. This isn’t just a commercial partnership; it’s a meeting of minds between two brands that understand the value of doing things properly and of maintaining standards even when the world is changing at breakneck speed. What’s more, the relationship perfectly reflects the watch brand’s broader philosophy. Every Rolex watch bears the word “Perpetual”— it’s not just a description of the movement within but a statement of intent; it’s about creating something that endures and that improves with time rather than becoming obsolete. This philosophy runs deep through Rolex’s tennis partnerships. Rather than simply buying its way into the sport, it’s invested in its long-term health and growth. The brand supports not just the marquee events but also the development of young players, the infrastructure of the professional tours, and the innovations that keep tennis relevant for new generations of fans. It’s a remarkably patient approach in an age of instant gratification and quarterly earnings reports—the kind of long-term thinking that seems almost anachronistic until you realise how effective it’s been.

Where some brands chase viral moments and trending hashtags, Rolex takes the opposite approach, betting on the power of equal parts excellence and tradition. The result is partnerships that feel authentic rather than transactional, rooted in shared values rather than marketing budgets.

That two-and-a-half-minute walk to the final on Centre Court represents a journey to the pinnacle of your sport, measured not just in points won but in the precision, dedication and excellence required to get there. And for nearly half a century, Rolex has been there for every serve, smash and set point, witnessing defining moments that last forever—or, as it might say, perpetually.

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