Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

Beyond Rolex: Luxury Brands Play For Visibility on the Tennis Court

At the US Open, global names like Audemars Piguet and Miu Miu and niche players like Gerald Charles and Norqain are all betting on tennis as a showcase for brand prestige — despite Rolex’s ever-increasing dominance in the sport.
Novak Djokovic wears a custom jacket designed by Lacoste's creative director Pelagia Kolotouros.
Novak Djokovic wears a custom jacket designed by Lacoste's creative director Pelagia Kolotouros. (Lacoste)

At tennis’s US Open in New York this week, luxury brands and their sponsored athletes take the court:

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Luxury
How rapid change is reshaping the tradition-soaked luxury sector in Europe and beyond.

What Happened at Coperni Owner Tomorrow Ltd.?

The London-based showroom-turned-brand incubator, which also owns Martine Rose, is being sold to Italy’s Andrea Ciccoli. Founder Stefano Martinetto breaks down the move for BoF in this week’s High Margin luxury newsletter.


view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

The Industry That Eats Its Young

Small fashion labels have always been shortchanged by their wholesale partners. A wave of high-profile bankruptcies has turned a structural injustice into an existential crisis. There is a better way to do business, writes Imran Amed.


VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON