U.S. Open President Trump with Rolex CEO...

U.S. Open

President Trump

with Rolex CEO

Trump and Dufour Hang Out 

I always seem to equate the U.S. Open finals with representing the end of summer, and this year will likely be certainly memorable. Rolex CEO, Jean-Frederic Dufour and President Donald Trump spent some time together today at the U.S. Open Tennis Finals as Trump was a guest in the Rolex suite during the Men's Finals today.

This is the latest high-profile athletic event Trump has attended after the Super Bowl in New Orleans, as well as the Daytona 500 in Florida, not to mention the UFC Fights in New Jersey, Newark and Miami.

What did the Rolex President say to the Rolex CEO?

I wonder if Dufuor and Trump discussed the ridiculously absurd American tariffs Trump imposed upon Switzerland at 39% for imported goods? Just one of the reasons such a tariff make no sense is it's greater than 2.5 times greater than the one imposed upon European Union goods exported to the U.S., and it's more than 4 times higher than than British exports to the United States. Hopefully they can sort this out, as Trump is a longtime wearer of Rolex as seen in the photos below.

Also in attendance today at Flushing Meadows, was "The Boss" Bruce Springsteen and he was rocking what appears to be a vintage Rolex Oyster Perpetual.

Below we see legendary NBA Basketball player, Stephen Curry praising Alvarez after making an amazing shot as they were making eye contact with each other.

Also, we see Jamaican musician Shaggy below, rocking his super cool Rainbow Rolex Daytona.

Today's match was between Number 1 Jannik Sinner and Number two ranked, Carlos Alcaraz, who are both Rolex Testimonies. Carlos Alcaraz (pronounced like Alcatraz, without a 't') won the match, and Rolex released the video below to showcase his win.

IF you didn't get a chance to watch the match live, you are in for a big treat as the recap below is excellent, and gives you the highlights of the AMAZING championship showdown. 

Jannik Sinner Wins U.S. Open!!!

Jannik Sinner

Wins U.S. Open

Lifts His Trophy 

Rocking a Root Beer GMT-Master

Rolex Ambassador, Jannik Sinner won the 2024 U.S. Open Men's Singles Championship, which was his second Grand Slam Title this year. You can watch the Full Match below which is AMAZING!!!!

Rocking Roger Shows Up at U.S. Open Rocking Rare Rolex Daytona...

...Rolex Super Coolness...

Rocking Roger

Shows Up at U.S. Open

Rocking an Exclusive Yellow Gold

 'Le Mans' 100th Anniversary Daytona

First Time Rare Daytona Seen in Public

Man, I don't even know where to begin with this story!!! Roger Federer is not only the greatest tennis player in the history of professional tennis, but one of the coolest guys on the planet. Rocking Roger Federer in many ways is the living embodiment of Rolex, in the sense he was born and resides in Switzerland, and is a top Rolex brand ambassador, or to use fancy Rolex parlance, would be to say Roger is 'a Rolex Testimonee.'

So Roger Federer recently was seen at the U.S. Open with Rolex CEO, Jean-Frederic Dufour, (pictured above) who is also another really cool guy, with great style. Jean-Frederic Dufour has always kind of reminded me of Steve McQueen in that he looks like McQueen with his blond hair, and the way he wears his Rolex on his right wrist. 

As an example, we see Steve McQueen pictured above in the 1968 movie named Bullitt, where he is roaring through the streets of San Francisco in his Army Green Ford Mustang Fastback, and he is wearing a sports coat. If I told you the man driving the Mustang in the photo above was Rolex CEO, Jean-Frederic Dufour, and you didn't know otherwise, you could confuse them. Also, as I previously mentioned, Steve McQueen also famously wore his Rolex Submariner on his right wrist, as does Dufour. No, that's not Dufour pictured below, but Steve McQueen back in the day...

Back to the main story, I originally discovered the image below which is a crop from the first image in this story on Perpetual Passion's Instagram page, and Matthew Bega wrote a great story on PerpetualPassion.com titled "Roger Federer at the US Open with the new Rolex Daytona 'LeMans' in yellow gold, ref. 126528LN-0001". Also, our Captain Danny also wrote a story titled "Exclusive Rolex Daytona Seen in the Wild for the First Time".

The Rolex Daytona 126528LN-0001 was very quietly introduced "off catalog" by Rolex at Watches and Wonders in Geneva, Switzerland earlier this year, and it was almost identical to the original Rolex Daytona 100th Anniversary of Le Mans model with debuted in white gold earlier, but this one is yellow gold. 

Speaking of coolness factors, I will let you in on a Rolex strategic marketing strategy that most people probably are not aware of. Watch brands like to associate themselves with cool things. For instance, Omega wanted to associate themselves with the James Bond Franchise, and came out with watches that said "007" all over the dial which was an exercise is kitchy, campy goofiness. Rolex has always taken the opposite minimalist approach and the 100th Anniversary of Le Mans Daytona is a concrete example. 

Instead of plastering the name "Le Mans" all over the dial, Rolex ever so subtly added a red 100 on the bezel insert, as well as adding vintage Paul Neman Daytona Subdials, to set this beauty apart from all other Rolex Daytona models. For clarity sake, we see Paul Neman's actual Exotic White Dial Daytona pictured above, which sold at auction for more than $17 Million, and notice the three black subdials have markers that are shaped like a See's Candy Lollipop.

Matthew Bega from PerpeualPassion.com beautifully summarized the significance of Rocking Roger rocking this new Rolex model when he said:  

"This model features a yellow gold case with a black ceramic bezel and a dial with 'Paul Newman' style counters, a configuration very similar to the Daytona reference from the era of manual movements, the 6263/8.

The new Rolex Daytona 126528LN-0001 “LeMans” in yellow gold, unlike the references 126500 which mounts the caliber 4131, has a 24-hour totalizer thanks to the caliber 4132, a modified version of the caliber 4131 of the classic Daytona, making it perfectly suited to an endurance race such as the 24 Hours of Le Mans.

We could consider Roger Federer's appearance with the new Rolex Cosmograph Daytona 'LeMans' in yellow gold, as a real official launch. The most famous and recognized face among the Ambassadors of the Rolex family, with a new reference on his wrist that has found little space in the official communication of the brand.

What better communication strategy than having it worn by Roger Federer, the one who more than anyone else embodies the values ​​of the brand?"

Rolex and the U.S. Open

Rolex and the U.S. Open

In my mind, nothing represents the end of summer more than the annual advent of the U.S. Open Tennis match—even more than Labor Day. Rolex is no stranger to professional tennis around the world, and they recently put up a brilliant Tennis Microsite on Rolex.com, which I recommend checking out. Rolex beautifully articulates the value proposition of the U.S. Open:

The electrifying ambience of the New York summer provides the backdrop to the fourth and final Grand Slam tournament of the tennis season. In the ultra-charged atmosphere of the USTA Billie Jean King National Tennis Center, players must dig deep into their well of resources and feed off the energy of the exuberant crowds to emerge victorious.

Rolex’s long-standing relationship with tennis dates back more than 40 years, to 1978, when it became the Official Timekeeper of The Championships, Wimbledon. Its support for the game now extends to all four Grand Slam® tournaments – the Australian Open, Roland-Garros, Wimbledon and the US Open – as well as legends of the sport such as Rod Laver, Chris Evert and Swiss phenomenon Roger Federer, along with today’s champions, including Garbiñe Muguruza and Dominic Thiem, and the next generation of stars, notably Bianca Andreescu and Stefanos Tsitsipas. 

The brand is a key partner at leading team events, the Davis Cup, the Laver Cup and the ATP Cup, and of the organizations that govern the professional game worldwide. Rolex’s contribution to excellence in tennis is based on a rich heritage of continuously championing supreme performance and innovation while respecting the sport’s finest traditions.

Rolex & The U.S. Open

Rolex & The U.S. Open

The US Open takes place in the electrifying ambience of a New York summer, bringing to a close the Grand Slam® tennis season. Energised by the exuberant crowds in the ultra-charged atmosphere of the USTA Billie Jean King National Tennis Center, the best men’s and women’s players dig deep into their well of resources to produce world-class displays.

Rolex’s long-standing relationship with tennis dates back more than 40 years, to 1978, when it became the Official Timekeeper of The Championships, Wimbledon. Its support for the game now extends to all four Grand Slam® tournaments – the Australian Open, Roland-Garros, Wimbledon and the US Open – as well as legends of the sport such as Rod Laver, Chris Evert and Swiss phenomenon Roger Federer, along with today’s champions, including Garbiñe Muguruza and Dominic Thiem, and the next generation of stars, notably Bianca Andreescu and Stefanos Tsitsipas. The brand is a key partner at leading team events, the Davis Cup, the Laver Cup and the ATP Cup, and of the organizations that govern the professional game worldwide. Rolex’s contribution to excellence in tennis is based on a rich heritage of continuously championing supreme performance and innovation while respecting the sport’s finest traditions.

2021 U.S. Open

2021 U.S. Open

Dominic Thiem Wins First Grand Slam Title @ 2020 U.S. Open

Dominic Thiem
Wins First Grand Slam Title 
@ 2020 U.S. Open

Paul Boutros Arthur Ashe Stadium rocking his Pepsi GMT-Mster

...Wrist Shot of The Day...

Paul Boutros

Arthur Ashe Stadium

U.S. Open 

Paul Boutros from Philipps Auction House is attending the 2019 U.S. Open Tennis Tournament in Flushing Meadows, New York and he just shared these AMAZING photo of this Pepsi GMT-Master. Paul was the first person in the United States to get ahold of the new Pepsi GMT-Master in stainless steel just after it was introduced!

Rolex & the US Open

Rolex & the US Open
A few weeks ago, I published a detailed story about how Rolex has become the official lead sponsor for the US Open. Rolex just released this cool video on the US Open which begins this weekend on August 27th and runs through September 9, 2018.

Rolex Becomes Official Sponsor for The U.S. Open

...The Perfect Fit...


The U.S. Open

Rolex Becomes Official Sponsor

The three greatest games are tennis, golf, and chess, and this is a great story about tennis and golf. Rolex has been a supporter of Tennis for many decades as well as being the Official Timekeeper for Wimbledon. Rolex and the U.S. Open recently announced Rolex has become the tournaments Official Timekeeper and Official Timepiece immediately and will debut with preparations for the upcoming 2018 US Open which will run from August 27, 2018, to September 9, 2018. Citizen was the previous official timekeeper of the U.S. Open for more than a quarter century.

The U.S. Open recently said that at the 2018 US Open, Rolex timepieces and clocks will be visible throughout the grounds of the USTA Billie Jean King National Tennis Center, including the signature clock that is affixed to the outer façade of the Arthur Ashe Stadium.

There are famous Rolex Clocks all over the world at places like Pebble Beach, and Wimbledon, so we will probably see something like the one in the photo below.

Speaking of Billy Jean King and Arthur Ashe, one thing they have in common is their love of Rolex. The more I think about Rolex becoming the lead sponsor of The US Open, the more it seems like a perfectly natural fit. 

Arthur Ashe was one of the greatest tennis players in history, and every time I watch the US Open and I see the Arthur Ashe Stadium, I think of the photo below:

"I only wear Rolex." –Arthur Ashe

Arthur Ashe pictured above in 1970

The US Open recently released the following statement:

Swiss watchmaker Rolex, a longtime supporter of tennis, has become an official sponsor of the US Open and will serve as the tournament’s Official Timekeeper and Official Timepiece starting immediately with preparations for the 2018 US Open.

At this year’s tournament, Rolex timepieces and clocks will be visible throughout the grounds of the USTA Billie Jean King National Tennis Center, including the signature clock that is affixed to the outer façade of Arthur Ashe Stadium.

In addition to its new US Open sponsorship, Rolex will sponsor the Western & Southern Open in Cincinnati, completing its sponsorship of all nine Masters Series events.

The new multi-year partnership between the USTA and Rolex also includes Rolex's support of the USTA National Campus at Lake Nona in Orlando, Fla., as well as the programs of the USTA Foundation, the official charitable arm of the USTA, which assists under-resourced youth.

“Rolex is a true champion of tennis that shares the USTA’s passion for the sport,” said Gordon Smith, Chief Executive Officer & Executive Director, USTA. “As we celebrate 50 years of the US Open, we are delighted to welcome this iconic, luxury brand as a partner, and we are thankful for their support of the USTA’s mission to grow the game.”

Rolex has supported tennis for the last 40 years, beginning with its association with Wimbledon in 1978 and serving as Associate Sponsor and Official Timekeeper of the Australian Open.

“It was only natural that Rolex would seek to build on its Grand Slam heritage, in this case through an association with the USTA and its flagship tournament, the US Open,” said Stewart Wicht, President and CEO of Rolex Watch USA. “The partnership brings together two organizations who share a passion for quality, excellence, precision and performance.”

The US Open, which is celebrating its 50th anniversary in 2018, will take place from Aug. 27 to Sept. 9 in New York

World class tennis players who wear Rolex are common as we see in the photo below of Björn Borg & John McEnroe both sporting Rolex Datejust models back in the day...It's interesting to notice that one is wearing a Datejust on a Jubilee, and the other on an Oyster bracelet...Comme ci, comme ça...

Speaking of Björn Bjorg and John McEnroe, we see them below with the greatest tennis player of all time, who happens to be a Rolex Ambassador, and that is Roger Feder.

 In the photo below we see Björn Borg chatting with now former Rolex CEO Gian Riccardo Marini, and not only is Björn Borg still wearing Rolex, but he is also a Rolex brand ambassador.

Roger Federer-2011: U.S. Open Rockin' A Vintage Paul Newman Daytona

...Rolex Ultra-Super Coolness...

Roger Federer

2011 U.S. Open

Rockin' A Vintage Paul Newman Daytona

I hope you have all been having a great weekend, and in the U.S. we have been enjoying a long, 3-day Labor Day weekend, which includes an amazing week and weekend of Tennis at the U.S. Open. The 2011 U.S. Open had been some of the best tennis I have ever seen in my life!!!

Over the next couple of weeks, I hope to have much more Rolex news from the U.S. Open, but I have some pretty amazing Rolex news to share with you so far.

In the first two photos below, we see Rolex Ambassador and tennis superstar Roger Federer at a press interview sporting a vintage Paul Newman Rolex Daytona!!! This is unusual, because to date, we have only ever seen Roger Federer wear modern Rolex watches.

Roger Federer is arguably the winningest and best tennis player in history, and he recently turned 30 years old. Roger Federer also has a Nike line of tennis clothing named RF, and Roger is known for his amazing sense of style.

It is interesting to note that Roger's vintage Paul Newman Datyona perfectly matches his black attire and its white and red trim. It is also remarkable to note how timeless the vintage Rolex Daytona is, in the sense that despite being several decades old, it still looks very sporty, masculine and cool!!!

It is difficult to see exactly, which vintage model Rolex Daytona Roger Federer is wearing. My best guess it that he is wearing either a Reference 6234 or 6241. This model has not been available for sale since the late 1980s. Here is a close-up photo of the same or similar model.

The model is referred to as a Paul Newman Daytona because Paul Newman actually wore this same model as you can see in the photo below.

Roger Federer

Mercedes AMG SLS Roadster Coolness

During the U.S. Open, Mercedes Benz has been playing this amazing new Roger Federer video, and if you look closely, in the beginning he is wearing a modern Rolex sports watch.



I also decided to include this video of Roger Federer taking the SLS for a drive