Just last year, Rolex signed a 17-year-old tennis player named Mirra Andreeva. The brand decided to add the Russian teenager to its exclusive roster of tennis players after she had just been eliminated in the fourth round of the Australian Open. This magazine was first to report the news of her signing.
A year later, that incredible bet paid off when Andreeva won Roland-Garros on Saturday, the latest sign of Rolex's ability to spot talent. She became the first player, man or woman, born after 2005 to win a Grand Slam. For Rolex, signing Andreeva looked more and more like a genius move as the tournament went on. The Russian quickly became the only Rolex Testimonee left in a tournament heavily sponsored by the brand, as several favorites, including Jannik Sinner, Ben Shelton, Coco Gauff and Iga Świątek, were unexpectedly eliminated in what was an unusual year. To compare, three of the four singles finalists at Roland-Garros last year were Rolex Testimonees.
Rolex's backing of Andreeva when she was just 17, which ultimately allowed the brand to feature her a year later in its "This Crown Is Yours" campaign reserved for champions, is the latest example of its competitive advantage beyond watches. Few watch brands — and few luxury brands in general — have matched Rolex's ability to spot talent that later embodies the company's values.