Forbes ranked LeBron James the 5th highest-earning athlete in 2021, taking home US$ 96.5 million playing in the NBA for the LA Lakers. The report was quick to note that the bulk of his earnings, US$65 million to be exact, was earned off the court.
The off-court earnings ratio was even more staggering for number seven on the list, Roger Federer. A knee injury left the tennis star on the sidelines for the year, which meant the US$90 million he raked in in 2021 came almost solely from endorsements and his business ventures– Federer kept busy with sponsorship engagements with brands like Rolex and Uniqlo.
Along with apparel brands, luxury watchmakers leverage the star power of top athletes to position themselves. Though most of the brands are out of reach for the general consumer, Swiss names like Richard Mille have gained brand recognition through their connections to the big names like Rafael Nadal and American golfer Bubba Watson. It’s not hard to understand why watchmakers choose to align themselves with athletes– both thrive on perfection and precision.
Naomi Osaka
Formerly in partnership with Japanese watch brand Seiko, Osaka picked up an ambassadorship deal with Swiss watchmaker Tag Heuer last year. The tennis player has been spotting the Aquaracer Professional 300 Naomi Osaka Limited Edition model in green.
Giannis Antetokounmpo
Breitling kicked off the new year by announcing its brand new partnership with NBA MPV Giannis Antetokounmpo. The NBA star joins all-star names including Brad Pitt, Adam Driver and ballerina Misty Coupland and part of the Breitling “Squad”.
Roger Federer
A long time ‘testimonee’ of Rolex, Federer continues to lend his star power to the Swiss watchmaker. Rolex is one of the first watchmakers to use professional athletic achievements to promote its product; a 1927 Rolex ad featured swimmer Mercedes Gleitze wearing a Rolex Oyster around her neck as she crossed the English Channel. Along with athletes like Federer, the brand is also associated with artists such as famed Italian opera singer Cecilia Bartoli.
Rafael Nadal
Nadal recently took home his 21st Grand Slam title at the Australian Open wearing Richard Mille's RM27-04 Tourbillon Rafael Nadal. The limited-edition timepiece was created in collaboration with the tennis player and feature a dial inspired by strings on a tennis racket. The unique design has the price tag to match- the timepiece retails for US$1 million.
David Beckham
With a brand motto like ‘Born to Dare,’ it’s easy to understand why Tudor enlisted the help of David Beckham to front its designs. The footballer’s ambassadorship with Tudor began in 2017, and he has since been wearing a range of models from the Black Bay Chrono to the Heritage Chrono Blue.
Eileen Gu
The American skier representing China at the Beijing Winter Olympics signed on as an ambassador for IWC last year. In the ad campaign, the 18-year old wears the watchmaker’s signature Pilot’s Watch and Portofino designs.
