Roger Federer may have retired from professional tennis, but his influence in the sport and beyond is as strong as ever. The 20-time Grand Slam champion remains a global icon, with some of the world’s biggest brands still eager to associate with him. From Uniqlo and Lindt to Italian food giant Barilla, French winery Moët, and Gillette, the Swiss Maestro continues to be a sought-after brand ambassador. He even owns a stake in the Swiss sportswear company On. One of his most iconic partnerships, however, has been with Rolex. The Swiss maestro is often spotted with a luxury timepiece on his wrist—sometimes even before it’s officially released!
That was exactly the case at Watches and Wonders, the prestigious Geneva watch salon held on April 1. Rolex unveiled its latest creation, the “Land Dweller,” a highly anticipated addition to the brand’s renowned Oyster Perpetual series. Rolex has always been secretive about its upcoming releases, but Federer gave fans an unexpected preview. Just two days before the official launch, the 43-year-old posted vacation photos from the snowy Alpine mountains on March 30. Eagle-eyed fans noticed the shimmering timepiece on his wrist and speculated that it could be the unreleased Land Dweller. Now, their suspicions have been confirmed. The Land Dweller boasts an impressive 32 patents, 18 of which are exclusive to this model. Of these, 16 relate to the movement, while one patent each applies to the dial and bracelet. The watch is available in two versions: a 40mm platinum and Rolesor (a mix of Oystersteel and white gold) case or a 36mm 18k Everose gold edition encrusted with diamonds.
Rolex, a luxury watchmaker that is valued at $10.7 billion, has long been intertwined with the world of tennis. The brand first partnered with Wimbledon in 1978 before expanding its presence across the sport’s biggest events. Given Federer’s record-breaking eight Wimbledon titles and legendary status, it’s no surprise he became the face of Rolex. Interestingly, the Swiss legend didn’t start his career as a Rolex ambassador. Early in his professional journey, he wore a few Rolex models, but in 2004, he signed an endorsement deal with Maurice Lacroix. As his career skyrocketed, Rolex stepped in, reportedly paying a hefty breakup fee along with a $15 million deal to secure him as their ambassador for the next decade. In 2016, the agreement was renewed for $8 million per year with no expiration date in sight.
Federer’s long-term relationship with Rolex has been a staple of his brand. But his business ventures extend beyond luxury watches. The Swiss icon made one of his most lucrative moves by investing in On Running.
Roger Federer’s investment in On yields triple his career earnings
Roger Federer’s investment in On Running has been a financial game-changer. While he remains one of the top career prize money earners in tennis history, with $130.59 million only trailing Novak Djokovic and Rafael Nadal, his biggest payday came off the court.
Already a fan of the Swiss running shoe brand, the 43-year-old personally reached out to On Running to collaborate. When your country’s biggest sports star comes knocking, the answer is obvious. The company offered him a 3% equity stake, making him the face of the brand. He even helped design his own signature shoe, which became a massive hit. David Allemann, one of the three founders of the company, revealed, “At some point he called us and said, ‘Let me buy you dinner.’ And so we had dinner together [and] he said: ‘I’m a big fan of your product, everybody around me is wearing them.’ We said, ‘Hey, why don’t you become a co-entrepreneur together with us? We want to have huge chunks of your time–if you allow–because I think we can do great things together.’ Fortunately, he said yes. He invested his own money in On. And he spent 20 days in the lab with us developing the pro tennis shoe.”
With Federer’s influence, On Running’s value skyrocketed to $12 billion. When the company went public in September 2021, its shares were priced at $24 each. According to Sportico, Federer’s stake soared to an astonishing $360 million, nearly three times the $130 million he earned in tennis prize money.
Roger Federer’s business acumen has ensured that his success extends far beyond the tennis court. Whether it’s luxury watches or performance footwear, the Swiss legend knows how to make a winning investment.
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