US Open clocks in timekeeping deal with Rolex

Swiss watchmaker adds third tournament to its Grand Slam tennis portfolio.

US Open clocks in timekeeping deal with Rolex

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The United States Tennis Association (USTA) has unveiled Swiss watchmaker Rolex as an official sponsor of the US Open.

The multi-year partnership sees Rolex replace Japanese brand Citizen as the official timekeeper and official timepiece of the hard-court Grand Slam, starting with this year’s edition of the event, which takes place from 27th August to 9th September.

As part of the deal, Rolex timepieces and clocks will be on show throughout the grounds of the USTA Billie Jean King National Tennis Center, including the signature clock on the front of Arthur Ashe Stadium, which stages the tournament’s finals.

In addition, Rolex will become a sponsor of the Cincinnati Masters, making it a partner of all nine Masters Series events. The agreement also includes support of the USTA National Campus in Orlando, Florida, as well as initiatives of the USTA Foundation, the charitable arm of the national governing body.

The deal with the US Open means that Rolex is now an official sponsor of three of tennis’ four Grand Slams, adding to its partnerships with the Wimbledon Championships and the Australian Open.    

“It was only natural that Rolex would seek to build on its Grand Slam heritage, in this case through an association with the USTA and its flagship tournament, the US Open,” said Stewart Wicht, president and chief executive of Rolex Watch USA.

Meanwhile, reigning US Open champion Sloane Stephens has joined the likes of Roger Federer, Lewis Hamilton and Rickie Fowler as a global brand ambassador for German car giant Mercedes-Benz.

As part of the deal, the American superstar, 25, will work with Mercedes-Benz to capture and promote content as well as engage in employee relations activities.

“Mercedes-Benz is constantly raising the bar in the automotive industry, which is similar to how I approach tennis,” said Stephens. “We both want to perform at the highest level and be the best in the world.”