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US Open 2018 (Image: Courtesy of rolex.com)

True Rolex lovers will know that the brand has been closely associated with tennis, with a tradition of supporting the sport for over 40 years. Taking this a step further, the USTA has announced a new multi-year partnership with Rolex—an exciting relationship for lovers of tennis and the luxury watchmaker’s timepieces alike.

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Rolex testimonee Roger Federer, winner of the ABN Amro World Tennis Tournament 2018 in Rotterdam (Image: Courtesy of rolex.com)

In lieu of the collaboration, Rolex timepieces and clocks can be seen throughout the grounds of the USTA Billie Jean King National Tennis Center during the US Open and on Arthur Ashe Stadium’s outer facade. The watchmaker will also be sponsoring the Western & Southern Open in Cincinnati, expressing their commitment towards the Masters Series by sponsoring all nine events. The luxury watchmaker will also be extending its support towards the USTA National Campus, a charitable arm for youths who lack resources. 

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Rolex clock at The Wimbledon Championships 2018 (Image: Courtesy of rolex.com)

The announcement of this partnership is especially significant as this year marks the 50th anniversary of the US Open and is also the first US Open ever to be played upon the completion of the $600 million renovation of the National Tennis Center. The 2018 US Open is taking place now until September 9.

(Related: 11 Luxury Watches We're All Very Curious About)

Tags: Sports, Tennis, USTA, US Open, ROLEX