American tennis sensation Coco Gauff has etched her name alongside Swiss icon Roger Federer, marking a monumental stride in her blossoming career. At just 20, Gauff has already carved out a legacy as a formidable force on the court, boasting a Grand Slam title, nine WTA singles trophies, and a career-high No. 2 ranking in singles (and No. 1 in doubles). Though 2024 has seen a rocky start for the young star, hopes remain sky-high as she gears up for marquee events like the French Open, Wimbledon, and the US Open.
Beyond her athletic prowess, Gauff’s latest achievement cements her status as a global icon—one now sharing a prestigious platform with legends.
Coco Gauff stepping into Roger Federer’s footprints
Gauff’s career has taken a glamorous turn off the court, aligning her with Federer in an elite sphere: becoming a face of Rolex. The Swiss luxury brand, synonymous with precision and legacy, has long celebrated tennis greatness, and Coco Gauff’s addition to its roster signals her ascent into rarefied air. Rolex teased the partnership in February 2025, unveiling Gauff as part of its ambassador lineup alongside luminaries like Iga Świątek and Jannik Sinner. The campaign’s tagline, “REACH FOR THE CROWN,” perfectly encapsulates Gauff’s relentless drive.
Her bond with Rolex isn’t new. At 15, she became a Rolex Testimonee, but their collaboration gained prominence after her electrifying 2023 US Open triumph. After defeating Aryna Sabalenka, Gauff famously swapped her sweatband for a Rolex Oyster Perpetual watch—a symbolic “crowning” moment.
“I had dreamt of winning a Grand Slam, and the moment was even better than I could have ever imagined,” she later reflected. “To represent Rolex and women’s tennis at the same time is a huge honor. I’m always looking forward to the next challenge.”
The partnership deepened with a heartfelt gesture: an invitation to Rolex’s headquarters in Switzerland. There, Coco Gauff marveled at the artistry behind the brand’s timepieces and discovered her photo displayed beside Federer’s—a surreal full-circle moment.
“Thank you @Rolex for having me!” she gushed on Instagram. “I had an amazing time visiting Switzerland for the first time and learning about the impressive watchmaking process. As always, I am happy to be a part of the family
For Gauff, this alliance transcends sponsorship. It’s a nod to her maturity, marketability, and the poise she brings to the sport—a blend Federer mastered over decades. As she prepares for upcoming tournaments, fans aren’t just watching a athlete; they’re witnessing a legacy in motion. Whether she’s clinching titles or inspiring the next generation, Coco Gauff’s journey mirrors Federer’s in its ambition and grace. And like a finely crafted Rolex, her story is only beginning to tick.
