Rolex and the US Open: A Grand Slam Partnership Rooted in Innovation

A Landmark Tournament: The US Open's Legacy of Firsts

The US Open has always been a trailblazer in the world of tennis. In 1973, it became the first Grand Slam to offer equal prize money to men and women. It later introduced the tie-break, night sessions, and electronic line calling, consistently pushing the sport forward. Perhaps its most significant move came in 1978, when the tournament relocated from the grass courts of the West Side Tennis Club in Forest Hills to the hard courts of the USTA National Tennis Center in Flushing Meadows. This made the US Open the first Grand Slam played on hard courts, a decision that would shape the modern game.

Rolex Steps In: A Timely Partnership

In the same year, Rolex became the official timekeeper of Wimbledon, marking the beginning of a deep and enduring relationship with tennis. The brand's commitment to precision and excellence mirrored the sport's own evolution. By the time the US Open settled into its new home, Rolex was already aligning itself with the champions who would define the era.

Chris Evert: A Champion of the New Era

In August 1978, Rolex ambassador Chris Evert arrived at the US Open as the defending champion, ready to tackle the faster hard courts. She adapted quickly, winning her fourth consecutive title without dropping a set. Evert, who would go on to claim 18 Grand Slam singles titles, later reflected on that pivotal moment: "The US Open matured with each passing year. Tennis was growing in popularity, and we as players knew we had to embrace this new chapter. Hard courts weren't my favorite surface, but I won three of my US Open titles on them, and that fills me with pride. It proved I could learn new shots and adapt my game to any surface."

Rolex's Enduring Support for Tennis Legends

Evert also praised Rolex's dedication to the sport's history: "Rolex has always pursued excellence, which aligns perfectly with the spirit of the Grand Slams. I particularly admire how the brand honors tennis legends like Rod Laver, Roger Federer, Björn Borg, and myself. Rolex never forgets the pioneers who paved the way for today's players."

The Next Generation Takes the Stage

Fast forward to 2025, and Carlos Alcaraz claimed his second US Open title. He is joined by a new wave of Rolex ambassadors, including João Fonseca, who made his debut with the brand in 2024. Fonseca, a 19-year-old Brazilian, has already won two ATP titles and reached the quarterfinals at Roland-Garros. He shares his excitement about the US Open: "I love the atmosphere there; it reminds me of playing at home. There are always passionate Brazilian fans cheering me on, which makes it special. I won the junior title in 2023, so this tournament means a lot to me. I can't wait to return."

Other Rolex ambassadors set to compete at the 2026 US Open (August 30 – September 13) include Coco Gauff, Taylor Fritz, Ben Shelton, Jannik Sinner, and Iga Świątek.

Arthur Ashe Stadium: A Test of Skill and Stamina

The US Open is known for its challenging conditions. Arthur Ashe Stadium, with its 23,800 seats, creates an electrifying atmosphere, but players must also contend with New York's heat and humidity. The hard courts demand physical endurance and mental resilience, making every match a true test of character.

Looking Ahead

As the US Open continues to innovate, Rolex remains a constant presence, celebrating both the sport's heritage and its future stars. This partnership is more than just timekeeping—it's a shared commitment to excellence that resonates with fans and players alike.