Roger Federer, besides being universally recognized as one of the greatest tennis players of all time, continues to make headlines off the court thanks to his relationship with luxury—specifically, Rolex watches. The former champion recently made headlines again for sporting an extremely rare and coveted model from the crowned brand, dubbed by the media as the "Sheik's Rolex" for its exclusivity and prestige.
The appearance took place on the occasion of the presentation of the new Mercedes S-Class , where Federer attracted attention not only for his elegant presence but above all for the timepiece on his wrist: an extremely rare Rolex, considered among the most valuable produced by the Swiss Maison.
The bond between Federer and Rolex is historic and deep-rooted, given that the champion has been an ambassador for the brand for many years and often shows off fine watches and models of great appeal to watch enthusiasts at international events.
In recent times, for example, Federer had been seen wearing the new Rolex Land-Dweller 40, a model with 40mm case and integrated “Flat Jubilee” bracelet, which in many ways represents one of the most significant innovations launched by Rolex in 2025 (and which some media had already guessed months before the official announcement by looking at photos of the champion with the watch on his wrist).
In the past, the champion had also shared moments with extremely exclusive watches, including historical versions or special editions such as the Rolex Daytona “Blue Sapphire”, a piece that due to its rarity and price is considered by many to be a true “grail” for collectors.
The attention generated by the “sheik’s Rolex” is not surprising in the context of Federer’s public image: his name is associated not only with tennis records—with 20 Grand Slam titles and a career that has redefined elegance on the court—but also with a personal style that blends simplicity and international appeal.
In a world where timepieces speak as much as sporting feats, Federer continues to establish himself not only as a tennis legend but also as a benchmark of taste, refinement, and high-end collecting.