The Australian Open final not only announced a winner of the game but also announced one in the world of luxury timepieces. More and more players have started endorsing watches and they gaining worldwide market exposure in the course, manufacturers are starting to pursue the results of big events with as much fascination as clothing and equipment sponsors.
The record Melbourne final won in six hours by Novak Djokovic over Rafael Nadal proved to be another enormous success for Audemars Piguet, who signed Novak to a contract only last year and promptly fitting her with a classic Royal Oak Offshore Diver. For several seasons, Nadal has endorsed Swiss rival watch Richard Mille, and wears the limited edition, personally designed RM035 model – costing around $500,000 – on court as well as off and has done so for several seasons.
Rolex made an appearance with elite endorser Roger Federer in the semi-finals while Swiss Tag Heuer appeared in the women’s final with brand icon Maria Sharapova finishing runner-up to Victoria Azarenka.