Rolex, Audemars Piguet and Richard Mille now share one point in common: each has chosen padel to strengthen its presence in sport. The trend reaches both the players leading today’s circuit and a historic figure of the game.
Rolex and Audemars Piguet target Coello and Tapia
In January 2026, Rolex added Arturo Coello to its family. The watchmaker presents the Spaniard as one of the defining figures of modern padel and confirms that he joined the Rolex family in 2026. The move links the brand to one of the circuit’s leading names.
A few months later, Audemars Piguet announced a global agreement with Premier Padel as Official Timekeeper, alongside a relationship with Agustín Tapia. Actu Padel had already covered the official Tapia and Audemars Piguet partnership. The two members of the Coello-Tapia pair are therefore associated with two competing Swiss watchmakers.
In the announcement he published on Instagram on 15 January 2026, Coello summed up what the agreement meant to him:
Being part of the Rolex family is a dream come true. Thank you for trusting me and sharing the passion for excellence in our sport.
Richard Mille had already chosen Belasteguín
The trend did not begin in 2026. Richard Mille works with Fernando Belasteguín, the former world No. 1 for sixteen consecutive seasons and a central figure in padel history. The brand chose a different route, building on Bela’s sporting authority and legacy.
Richard Mille is following a broader strategy in sport as well. The brand presents Ilia Topuria as its first partner from combat sports. Padel and MMA reach different audiences, but both offer highly recognisable athletes and strong social-media visibility.
A global sport that now makes sense for luxury brands
The numbers explain part of that interest. In its 2025 World Padel Report, the FIP counted more than 35 million players, over 24,600 clubs and 77,300 courts across 150 countries and 20 dependent territories. Padel is no longer a market limited to Spain or Argentina.
For watchmakers, the sport has another feature: it is often played in clubs and always in doubles. That social dimension makes meetings, hospitality and event activations easier to organise. Premier Padel then adds an international showcase, with a structured tour and global partners.
For padel, the value of these deals goes beyond the prestige of the logos. Top players and the tour are now treated as international brand platforms capable of reaching affluent audiences. The next test will be whether the brands turn these associations into a lasting presence across tournaments, clubs and client experiences.
