Every Rolex Tells a Story, Björn Borg (photo: Rolex)

Björn Rune Borg is the legendary tennis player from Stockholm, Sweden.  He was an unstoppable force on the world Tennis scene between 1974 and 1981 and became the first man in the Open Era to win 11 Gran Slam titles including 6 French Opens and 5 consecutive Wimbledon titles.  He won 3 year end championships and 15 Grand Prix Super Series titles. 

He owned the world #1 ranking in 1977-1980 and was runner up in 1975, 1976, and 1981.  He still owns 7 all-time records - demonstrating his dominance including a 92.7% win percentage at Wimbledon, 41 consecutive match wins (another record) and an 89.8% Major winning percentage which still stand today.

Borg after winning Wimbledon  Photo: Rolex

He had two major rivalries - early on with Jimmy Connors, and more famously later in his career with John McEnroe, with whom he created a life-long friendship.  He became maybe the first tennis rock star with his long hair and beard - hounded constantly by fame and press.  He retired at the young age of 26 at the top of his game after nearly missing taking home his 6th Wimbledon - making many to wonder how much magic he could have rendered in the years to come and how many more majors he could have won had he continued.

Borg helped change the way tennis would be played.  He had a powerful ground stroke with heavy top spin.  Yet his exceptional athleticism helped power his dominance, especially on grass courts.  He showed great grace under pressure and calm demeanor which earned him the nickname "Ice Man."

Rolex Day-Date 36 worn by Tennis Legend Björn Borg (photo: Rolex)

2017 Everose Gold Rolex Day-Date 36 (Reference #118135)

 yellow gold Rolex Day-Date 36

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Every Rolex Tells a Story Tim Henman (photo: Rolex)

Tim Henman has lived and breathed the sport of tennis his entire life. His grandfather, grandmother, and great-grandmother all played at Wimbledon. His great-grandmother was the first female player to serve an overarm and his grandmother was the last female player to serve an underarm at Wimbledon. And he has made it to Wimbledon four times and has a four titles under his belt.

His first visit to Centre Court at All England Lawn was in 1981 when he was just six years old. It was here that two things came together: a commitment to pursue tennis as a career and a youthful reverence for Rolex and its role in the sport he would dedicate his life to.

In 1996 Henman was ranked No. 1 in British tennis and he held the title again from the years 1999-2005 when he was replaced by Andy Murray. Murray injured his hip at Wimbledon this past month and lost in the quarter finals to American Sam Querrey.

Henman’s fascination with Rolex was born the same day as his passion for tennis. He connects the watch and brand to the sport that shaped his life. His Milgauss purchase came 32 years after 1981. This model was originally designed for scientists, but the stainless steel configuration is equally equipped for the tennis court. For more information on Tim Henman's Milgauss and his Every Rolex Tells a Story, visit rolex.com.

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Rolex Testimonee Roger Federer Wins 8th Wimbledon Title (photo: Sporting News)

After taking a six month long break from tennis, Roger Federer stepped back into the game with a mastery befitting a champion. In the last few months - much to the amazement of the tennis world - he has won two majors. This past Sunday, he seized his eighth Wimbledon title. As he approached the cameras for his post-victory interview, his Rolex Datejust 41 accompanied him as he kissed his trophy.

Rolex has woven the legacy of its brand into the successes of athletes like Roger Federer for a century with its testimonee concept. Federer is no stranger to luxury items, considering he has won over $97,000,000 in prizes over the span of his career. However, it is his relationship with Rolex that is rather noteworthy because it further reinforces the deep-seated commitment Rolex has with associating itself with excellence.

Like so many other testimonees, Federer’s watches mean significantly more for him for their symbolism than as time-telling devices or display of financial achievement. For him, they are part of his most cherished memories. In 2009, he beat Peter Sampras’ all time Grand Slam record at Wimbledon. The iconic shot of him holding up the trophy also includes a clear shot of his prized Rolex. When asked about his watch collection, Federer says “When I look at the watch, I remember that day very vividly.”

Rolex has done an excellent job of tying their timepieces to grand achievements. For more information on Rolex, The Championships at Wimbledon and the Datejust 41, visit rolex.com.

Rolex is the Official Timekeeper of Wimbledon 2017 (photo: Rolex Instagram)

In 1978 The Championships, Wimbledon partnered with Rolex to put together the 92nd tournament of its kind. Since then, Rolex has remained a sponsor and official timekeeper of the Championships. The time-tested partners share a commitment to excellence and passion for the sport.

Today, the tennis world descends in full force on All England Club in Wimbledon, London for the 140th Championship. Rafael Nadal returns after having missed last year’s tournament due to a wrist injury. Nadal has remained fairly out of sight but played plenty of tennis over the last few months only taking last week off in order to rest up.

However, Wimbledon is played on grass and Nadal hasn’t played on grass since the last time he was there. Angelique Kerber is brushing off the pressure, “I have already been number one for so long and I will try to keep it, but I am here to play round by round and focus on my matches, not the numbers.”

This year Rolex has decided to feature the Datejust 41 (Reference # 126303) in association with the 2017 tournament. The green-colored roman numerals and gold crown at 12 o'clock give the dial a quintessentially Rolex look. The smooth bezel and 41mm case size offer something to fans of contemporary sports watches.

Powered by the new generation Calibre 3235 self-winding mechanical movement, the Datejust combines new technology with the iconic model that Rolex is most closely associated with. Its classical aesthetic is the perfect match for an event this institutional.

For more information on Wimbledon 2017, visit the tournament's official website. To check out the Datejust 41, visit rolex.com.

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Rolex Testimonee Brooks Kopeka

Rolex continues to advance their technology and support athletes in their ceaseless pursuit of timely success. Ninety years later, the testimonee tradition lives on. Sponsoring the U.S. Open has cemented Rolex's relationship with golf and on Monday June 19, 2017, Brooks Koepka joined a prestigious group of Rolex Testimonees who have also won a U.S. Open Championship.

The golfer climbed the ranks of the golf world primarily by competing in Europe in rather unconventional minor leagues. The 2017 U.S. Open officially introduced Brooks Koepka as an unexpected yet formidable contender. Koepka has proven himself to be a standard bearer when it comes to driving distance, greens, and regulation. In the longest U.S. Open in history, he kept it together with a gritty and steady performance.

As Hodinkee pointed out, Koepka was wearing his Rolex Daytona 116500LN when he earned his victory and appears to have kept it on for the subsequent celebrations. Rolex congratulated the champion on their Facebook page with a video. Nobody thought Brooks Koepka would win, but he has proven the naysayers wrong. For more information on Rolex and Golf, visit the watchmaker's official website at rolex.com. 

Every Rolex Tells a Story: Lydia Ko (photo: Rolex)

In 2015, Ko became the Rolex Player of the Year after winning her first major championships. To mark the occasion, she engraved a 37 mm Rolex Yacht-Master with '2015 Player of the Year' on the case back. "This watch is a great mix between the traditional face and the sporty look. Especially being an athlete, I thought it would be great to showcase this balance between sport and a traditional classy look."

Roger Federer Wins Australian Open for Fifth Time Wearing Rolex GMT-Master II (photo: ATPworldtour.com)

While the world waits to see what Rolex will present at Baselworld 2017 in March, the watchmaker is already making international headlines with their association with the world of sports. The Rolex 24 at Daytona took place this weekend at the same time the Australian Open came to a close. Roger Federer made a huge career comeback after an injury to win the men's final against Rafael Nadal yesterday, his fifth win at the Grand Slam tournament.

Rolex took full advantage of the exposure, with Federer wearing a GMT-Master II BLNR and the watch being featured prominently on screens at the event and on the homepage of their official website. This publicity may lead some to think that they will be releasing a new GMT configuration this model year. However, it mainly just seems like the watchmaker is wisely promoting one of their most popular stainless steel models at a time when precious metal configurations aren't selling as well on the international market.

Closeup of Rolex GMT-Master II BLNR (photo: Rolex)

The positioning of the BLNR at the beginning of this year (just after SIHH 2017) reinforces the strength of Rolex's international branding efforts centered around the Testimonee concept. Introduced by their founder, Hans Wilsdorf, almost one hundred years ago, this concept uses the achievements of public figures like Federer to catapult their timepieces into the spotlight. While there are other brands that have gained prominence in this century, very few have the amount of name recognition that Rolex does worldwide.

In a few weeks we will see what model configurations the watchmaker will be updating this year at their stand at Baselworld 2017. Federer was photographed wearing the Daytona 116500LN for their website after its introduction last year. Regardless of which models will get attention at the trade show, it is clear that Rolex is focusing on their most beloved model configurations, like the BLNR, for now. For more information on the Australian Open, visit atpworldtour.com.

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Rolex 24 at Daytona (photo: Stephan Cooper)

Rolex's Cosmograph Daytona model is a grail for many watch enthusiasts, but even more so for participants in the Rolex 24 at Daytona, the first major motorsports event of the year. The winner will walk away from the 24 hour endurance race that begins Saturday at 2:30pm at the Daytona International Speedway with a Daytona from Rolex in addition to a glorious career milestone.

Five time winner Scott Pruett will be racing again this weekend, this time with a new Lexus entry. “The Rolex 24 At Daytona is magical for drivers, teams and fans alike because of its rich history and the level of performance it demands from all those who compete. It is the ultimate race against time in challenging conditions, we drive for long hours in darkness, and I’m extremely proud to be racing again this year,” says Pruett of the circuit. 

Daytona International Speedway, 2016 (photo: Rolex/Stephan Cooper)

2016 Australian Open (photo: Rolex/Gianni Ciaccia)

While some have speculated that Rolex will be introducing a new GMT-Master II configuration this year based on the model's prominence on their official website, it seems that the reasoning is tied to the Australian Open, not Baselworld 2017. The watchmaker has been a partner of the first Grand Slam tournament of the season for ten years and they honor the 2017 tournament with the GMT-Master II as a special selection.

In addition to being a partner to the tournament, Rolex is also tied to one of it's biggest stars and four-time champion, Roger Federer. The Swiss tennis legend refers to the Australian Open as the 'happy slam,' a sentiment shared by many due to the summer weather in Australia while the northern hemisphere deals with the cold of winter. Federer beat American Noah Rubin this week and will advance to the third round to face 10th seed Tomas Berdych.

Rolex GMT-Master II BLNR (photo: Rolex)

Their official website links the colors of the GMT-Master II to the Australian Open, something that is evident when looking at the photo of the tennis court above. Considering that sales of stainless steel wristwatches were much stronger than precious metal sales last year, it makes sense for them to push a configuration like the BLNR in the beginning of this calendar year. With Baselworld 2017 around the corner, it will be interesting to see if the GMT will continue to be featured prominently.

For more information on the Australian Open, including schedules and standings, visit ausopen.com. For more information on Rolex and their ties to the world of professional tennis, visit rolex.com.

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Every Rolex Tells a Story: Steve Guerdat

Olympic equestrian Steve Guerdat, born in Switzerland and coached by his father Philippe Guerdat, was riding horses before he learned how to walk. The young but successful show jumper won the Rolex Grand Prix at the CHI Geneva in 2013 wearing an Everose gold Rolex Daytona and he shares his passion for horses and his timepiece in the latest installment of the watchmaker's Every Rolex Tells a Story series on rolex.com.

"You really need to be addicted to it because you basically have to give your life to the horses. It is a beautiful school of life: what horses can teach me makes me a better person. The success comes after," Guerdat says of his passion for riding. Rolex is a company that has always tied itself to excellence and achievement, so it is no wonder they tapped Guerdat for his Rolex story. His Cosmograph Daytona (Reference # 116515LN) features a black Cerachrom bezel on the rose gold case and a black leather strap.

Every Rolex Tells a Story: Sir Jackie Stewart (photo: Rolex)

Sir Jackie Stewart, or the "Flying Scot" as he is also known, is a legendary Formula 1 race car driver that has been a Rolex Testimonee for half a century. He won three World Drivers' Championships between 1965 and 1973 and worked as a sports commentator and racing safety advocate thereafter. He has been honored by Sports Illustrated, BBC and ABC for his accomplishments in racing and continues to be involved with the sport to this day.

Sir Jackie Stewart's Rolex Cosmograph Daytona (photo: Rolex)

"The most important thing I learned as a Grand Prix driver was mind management. I found out that if I removed emotion, I was going to be less likely to do the wrong thing," Stewart says about his strategy for success on the racetrack. Unsurprisingly, the model of choice for this gear head is the Rolex Cosmograph Daytona shown in the photo above. He has already given Rolex watches to his sons and grandchildren as an inheritance.  "It’s nice to have been a champion. I think I still want to be a champion at whatever I do — and that’s still a challenge. When I look at my watch today, I see all of that." For more information visit rolex.com.