Wimbledon 2025 kicks off on June 30, with the tennis world once again bracing for two weeks of grass-stained tradition, relentless branding, and painfully predictable greatness.
Defending champion and Rolex’s golden boy Carlos Alcaraz will open Centre Court play, attempting to win his third consecutive title and creep closer to the five-in-a-row feats of fellow Rolex mascots Björn Borg and Roger Federer.
Fresh from a Roland-Garros win, the 22-year-old Spaniard enters SW19 with five Grand Slams and a marketing machine big enough to power the London Eye.
Also lurking in the Rolex-branded shadows are João Fonseca, Taylor Fritz, Holger Rune, Jannik Sinner, Ben Shelton, and Stéfanos Tsitsipás—all ready to prove they can at least make a highlight reel before Alcaraz steals the show.
On the women’s side, freshly crowned Roland-Garros champ Coco Gauff leads the charge, alongside Rolex poster players Mirra Andreeva, Belinda Bencic, Iga Świątek, and Qinwen Zheng, all dreaming of hoisting the Venus Rosewater Dish for the first time.
Bencic returns post-maternity, perhaps the only one in the draw who remembers winning something here back in junior competition over a decade ago.
Since 1877, Wimbledon has been the pristine showroom of tennis nostalgia and rigid tradition, where grass stains and Rolex logos have aged better than most players’ careers.
For nearly 50 years, the Swiss watchmaker has kept time on every dramatic grunt, dropped set, and champagne-soaked celebration—proving once and for all that in tennis, time really is money.
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