The Rolex watch objects associated with Roger Federer's ambassador relationship represent the longest-running and most commercially successful watch endorsement in tennis history. Across nearly two decades, Federer wore and was photographed in Rolex watches at Grand Slam events, press conferences and brand campaigns. The watches — including the Day-Date and Datejust — became synonymous with Federer's immaculate, unhurried image. Following his 2022 retirement, Federer continues in a legacy Rolex ambassador role; the objects from his active-career period are the benchmark for how a watch brand can use an athlete to articulate product values.