Luxury Rolex and Tennis Sports

One of the most iconic timepieces, the Rolex Datejust watch has a long history of precision, durability and style. These are values that the watch shares with the “sport of kings”, tennis. Tennis celebrates athletic grace and power and Long’s Jewelers has a keen interest in this great sport as Boston was the birthplace of the Davis Cup in 1900, twelve years after we opened our doors in 1878.
Nowhere is this elegant combination better executed than at The Championships, Wimbledon, the annual international competition held in England each July. And that’s because tradition elevates this event for players and spectators alike. Guests are served strawberries and cream and drink refreshing Pimm’s Cups. Players must be dressed in suitable tennis attire that is almost entirely white. These rituals elevate the event (while also providing world-class performances).
Rolex is the Official Timekeeper and one of the major partners of all leading tennis tournaments. The story began at The Championships, Wimbledon, in 1978 when the brand first became involved with a sport capturing the world’s attention.
The All England Lawn Tennis and Croquet Club in southwest London has hosted The Championships since the inaugural edition in 1877. The world’s oldest tennis tournament, Wimbledon is the home of the sport and its grass court temple.
This unprecedented level of sporting excellence struck a chord with the ethos intrinsic to Rolex. A natural partnership developed at all the major tennis events, now spanning over 40 years.
The brand supports most of the major tournaments, including all four Grand Slam® events, the season-ending ATP and WTA Finals, the prestigious ATP Masters and WTA 1000 events, as well as the top international team events, the Davis Cup Finals and the Laver Cup.
For decades, the brand has been an active advocate of culture, architecture, exploration and the preservation of the planet. In sports, Rolex has developed extensive partnerships with tennis, golf, equestrian, skiing, sailing and motorsports. Rolex has a long history of working with governing bodies, competitions and athletes – from long-established champions to promising newcomers – to perpetuate the future and promote excellence in these fields.