The Impact of Sports Partnerships on Luxury Watch Brands

In today’s market, one of the most impactful ways luxury watch brands are boosting their profile is through strategic sports affiliations. Whether through sponsoring iconic events or partnering with legendary athletes, these brand alliances enhance visibility and influence consumer desire.

Rolex: Driving Prestige Across the Sporting World

Rolex is arguably the benchmark for how a luxury brand can embed itself into the global sporting calendar. Beyond its reputation as the Official Timekeeper of Wimbledon and The Open Championship, Rolex is deeply entrenched in the racing world—both on land and water.

In motorsport, the brand is synonymous with the Rolex 24 at Daytona, an endurance race that pushes both cars and drivers to the limit. This event perfectly mirrors Rolex’s values of precision, resilience and performance under extreme conditions. Rolex is also the Title Sponsor of the Rolex Monterey Motorsports Reunion, a celebration of historic racing that brings together vintage car enthusiasts and collectors from around the globe.

On the high seas, Rolex’s presence is just as commanding. The Rolex Sydney Hobart Yacht Race, widely regarded as one of the toughest in the sport, and the Rolex Fastnet Race in the UK both showcase the brand’s connection to adventure and technical mastery. These yachting partnerships emphasize the robustness and engineering excellence found in watches like the Oyster Perpetual and Yacht-Master lines.

In equestrian sports, Rolex is a major force, backing the Rolex Grand Slam of Show Jumping, which unites the sport’s most prestigious competitions. This association reinforces the brand’s dedication to tradition, grace and high performance.

By positioning itself at the heart of these elite competitions, Rolex isn’t just telling a story about accurate timekeeping—it’s associating its watches with endurance, prestige and moments of victory that become part of sporting history.

Audemars Piguet: Athletes and Avant-Garde Design

Collaborations with golf icons like Rory McIlroy and tennis legend Serena Williams have produced Royal Oak Offshore editions that reflect the athletes’ dynamic, bold styles. These timepieces merge rugged sport performance with cutting-edge design.

On another creative front, AP’s partnership with Marvel introduced the Royal Oak Concept “Black Panther”—a fusion of horological innovation and superhero culture. Though rooted in pop culture, it speaks to audiences who value craftsmanship and storytelling alike.

Why It Matters to Collectors

These partnerships aren’t just marketing—they instill watches with narrative and legacy. They inspire limited editions, push design innovation and influence which models climb in collector demand. When you wear a watch tied to a sporting legend or moment, it’s not just about keeping time—it’s about embodying a story of excellence.

At The Watch Co Australia, we celebrate how these alliances bring watchmaking to life. Whether you’re drawn to the timelessness of Rolex or AP’s bold creativity, these collaborations offer more than time—they offer connection.