Coco Gauff’s Drive Rekindled by Rolex Ahead of the French Open
After her stunning triumph at the 2023 US Open, Coco Gauff described the moment as a once-in-a-lifetime experience—unmatched by anything she had ever felt. At just 19 years old, she overcame Aryna Sabalenka in a thrilling final (2-6, 6-3, 6-2) at Arthur Ashe Stadium, securing her first Grand Slam title. That victory not only marked the beginning of her dominance on the court but also set the tone for what she hoped would be a legacy in the making.
As she now prepares to take on the challenges of Roland Garros, Gauff’s commitment to the sport has been reignited—thanks in part to a symbolic gesture from Rolex, her long-standing partner.
Back in 2023, Gauff celebrated her US Open title by swapping her signature sweatband for a Rolex Oyster Perpetual with a deep burgundy dial—an elegant timepiece that had not been featured in the brand’s line-up for a decade. Interestingly, the watch matched her championship outfit perfectly. Reflecting on the moment, Gauff said she had long dreamed of winning a Grand Slam, but the real-life experience surpassed anything she had imagined. Looking forward to the future, she set her sights on winning another major in 2024 and spoke proudly about representing Rolex and women’s tennis.
Although that second Grand Slam title has remained elusive, Gauff’s spirit has never wavered. Her dedication and ambition continue to fuel her pursuit of excellence. That determination was recently captured in a heartfelt video shared by Rolex on their official Instagram account. The clip opens with a younger Gauff being asked about her tennis ambitions, followed by a powerful montage showcasing her journey from her hometown of Delray Beach, Florida, to becoming a Grand Slam champion.
In the caption, Rolex celebrated Gauff’s unwavering commitment, praising her for her grit, composure, and passion both on and off the court. They emphasized her relentless pursuit of success with the tagline: “REACH FOR THE CROWN.” The video also highlighted pivotal moments from her US Open victory, reinforcing how significant the partnership between Gauff and Rolex has become over the years. Their relationship began in 2019 when Gauff, then only 15, became a Rolex Testimonee. Since then, their bond has deepened, particularly after her major win.
With her resurgence on the clay courts, Gauff looks poised to make a serious bid for the French Open title. Following a rocky start to the 2024 season—despite a quarterfinal finish at the Australian Open—she endured a series of early exits that cast doubt on her form. However, everything changed in April. Gauff reached the quarterfinals of the Stuttgart Open and then advanced to the final in Madrid, where she fell short against Aryna Sabalenka once again. Still, her consistency marked a significant improvement.
She carried that momentum into the Italian Open in Rome, making it to a second consecutive final. Although she lost to home favorite Jasmine Paolini in straight sets, her back-to-back deep runs signaled a return to top form.
Importantly, Gauff has shown before that she can perform at Roland Garros. In 2022, she reached the final in Paris but was ultimately defeated by Iga Swiatek. Now, with renewed confidence and form, she aims to complete what she started and win her maiden French Open title.
The big question is: can her recent performances on clay lead to glory in Paris? Many fans and analysts believe she has what it takes.