Back in September 2023, fans noticed Coco Gauff’s style at the U.S. Open women’s singles final after she defeated Aryna Sabalenka. As soon as she won, she got rid of the neon green sweatband on her left wrist and replaced it with a Rolex Oyster Perpetual. The elegant timepiece with a grape dial matched her outfit. Interestingly, it was a discontinued model. So how did she get her hands on it?

Well, she was a Rolex testimonial, which perhaps came with a perk. Fast forward to this year, Rolex has officially introduced Coco Gauff as one of the newest faces of its prestigious 2025 ambassadorship program. On February 22, the Swiss brand teased the collaboration with a captivating Instagram preview, featuring the former US Open champion alongside other sporting grates for the Swiss watchmaker’s highly anticipated 2025 catalog. Rolex also subtly hinted at the grand reveal of its star-studded ambassador lineup, marking February 25, 2025, as the official announcement date.

As promised, they unveiled their stellar roster in a breathtaking Instagram video, captioning it, “The members of the Rolex family inspire the dreams and achievements of today and shape those of tomorrow. REACH FOR THE CROWN.” Now, the brand has further solidified the moment by sharing the faces of its modern ambassador lineup again.

On Feb 27, Rolex unveiled the faces of its prestigious ambassadorship program for the year, showcasing a lineup of legendary sporting icons, especially from tennis. The striking images featured the likes of Roger Federer, Iga Świątek, Jannik Sinner, and, of course, Coco Gauff (other celebrities who were a part of Rolex’s carousel in Instagram included: Hollywood icon Leonardo DiCaprio, Tiger Woods, and Scottie Scheffler amongst others).

The caption read, “With their unwavering determination and exceptional achievements, they inspire the world. Members of the Rolex Family dare to chase the impossible, to overcome every challenge on the journey to excellence. REACH FOR THE CROWN #Rolex #RolexFamily #Reachforthecrown”

As the post went live, Coco Gauff wasted no time in sharing it on her IG stories, celebrating this esteemed recognition with her fans and marking yet another milestone in her career.

The partnership between the Swiss brand Rolex and the American tennis ace runs deep. Gauff first became a Rolex Testimonee in 2019 at just 15 years old, but it was in 2023 that their collaboration truly took center stage at the 2023 US Open final when Coco Gauff triumphed over Aryna Sabalenka. Later that year, in December, the Swiss brand further cemented its association with Gauff by releasing a joint statement:

“Winning the U.S. Open was a crazy feeling – one that I had never felt before and I don’t think I will ever feel again,” Gauff said about Rolex—one of her sponsors.

“I had dreamt of winning a Grand Slam, and the moment was even better than I could have ever imagined. For sure, my goal next year is to win another, and to represent Rolex and women’s tennis at the same time is a huge honor. I’m always looking forward to the next challenge and can’t wait to return to Melbourne as a Grand Slam champion.”

Top Comment by BeeThomas

I said, of course she does. Even Rolex put it in words.

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Beyond her role as an ambassador, the 2023 US Open champion once had the exclusive opportunity to visit Rolex’s headquarters: A moment that captivated her fans. Moreover, during her visit, she was presented with a special gift, a gesture celebrating her success on the grand stage of Center Court.

Interesting Fact: Rolex and the sport of tennis came together when they partnered with The Championships, Wimbledon, in 1978. However, Rodger Federer’s collaboration with the company has been the biggest the sport has witnessed. He signed with Rolex in 2001 and became a global ambassador for the brand.

“Happy to be a part of the family” — Coco Gauff at the headquarters of Rolex

During her time in Geneva for the Watches and Wonders 2024 event, on her first-ever trip to Switzerland, Coco Gauff took the opportunity to visit the Rolex headquarters. Looking effortlessly classy in a black outfit during her visit, the American expressed her gratitude to Rolex, sharing her excitement about witnessing the intricate watchmaking process up close. 

“Thank you @Rolex for having me! I had an amazing time visiting Switzerland for the first time and learning about the impressive watchmaking process. As always, I am happy to be a part of the family <3,” she wrote in an Instagram post while also sharing pictures of herself trying on a few pieces.

Interestingly, the last image for the carousel showcased a watch with these words inscribed on the back of it: “US OPEN CHAMPION 2023”. Her mother, Candi, was so delighted, she commented, “beautiful,” under the post.

But coming back to their 2025 campaign, what truly left the American overwhelmed was seeing her own photo displayed alongside the icon Roger Federer at the headquarters: An honor befitting her growing legacy. Well, if anyone has ever deserved it, it’s Coco Gauff , for sure. What do you think?