In an interview to Cesena Today, the watches expert Luca Grasso commented on how sports influence the Rolex brand's popularity and marketing. "The world of the Rolex and the one involving sports, cinema and entertainment are basically strongly connected each other since when the brand was born.
That's caused not just by the fact that the Rolex we still have now in the market represented big technological innovations at the time of their first production, but also because a lot of famous personalities loved around the world helped to make the brand's popularity grow wearing several models.
There are two ways in which a celebrity influenced Rolex prices. The first one is connected to the single watch: the Rolex Paul Newman wore by the actor and featuring a message by his wife. In 2017 that was sold for €18 million, an absolute record.
In the same time, the Rolex Watch wore by Steve McQueen was sold in 2009 for more than €200,000, while in 2018 the Rolex Albino wore by Eric Clapton overtook the €1 million. More and more people want to wear these watches and so the price increases."
He added: "The Rolex Submariner, for example, are strongly influenced by the fact that they belong to two important personalities: Sean Connery and Steve McQueen." Roger Federer loves the Oyster Perpetual Datejust II which he wore when he lifted the 2009 Wimbledon trophy.
"Also for Rolex Datejust, we can speak of an investment that can give you back a quick growth of its value as the time goes on." Bjorn Borg is a part of the tennis history: he won 62 singles titles, including 11 Grand Slams, and he was a world No.
1 in 1979 and 1980. We can connect his importance of the Rolex Oyster Perpetual Day-Date, which has a timeless fashion." Here you can check how much Federer earns from Rolex