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Novak Djokovic: Audemars Piguet’s newest Brand Ambassador

by Philip Kaspar
31 August, 2011
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About the author

Philip is widely travelled and has worked as a freelance journalist covering several topics including fashion, travel and watches. He also spent five years in the heart of the Swiss watchmaking industry in La Chaux de Fonds. Philip reports on all the latest watch news and is our WatchCrime reporter.

Novak-Djokovic-New-Audemars-Piguet-Brand-Ambassador

As you’ve probably noticed, when you or I express admiration for a particular watch brand we don’t get so much as a free watch strap, never mind a multi-million dollar endorsement deal to become a Brand Ambassador for the likes of Audemars Piguet.

But when you are the world’s number one tennis player enjoying the best tennis season of your soaring career, anything is possible.

As the U.S. Open gets under way in Flushing Meadows, Audemars Piguet is showing off Novak Djokovic, the brand’s newest Ambassador.

‘Great movements’

According to Audemars Piguet, the relationship began several months ago when Djokovic paid a discreet visit.

After visiting the workshops in La Brussus, Djokovic expressed admiration for the brand’s watches, and especially for the movements, which, for a man with some incredible movements of his own around the tennis court – that’s definitely a compliment.

“I have discovered a new passion for fine watchmaking and I truly admire both the traditional and modern aspects of the work accomplished by Audemars Piguet”. Novak Djokovic

Seeded unsurprisingly at number 1 for the U.S. Open, Djokovic has had a sensational 2011 with a 57-2 winning streak, and thereby overtaking the former number 1 Rafael Nadal, who also has a link to the watch world, with his Richard Mille Tourbillon RM035.

Novak Djokovic is in good company. Other Audemars Piguet’s ambassadors include LeBron James, F1 superstar Michael Schumacher, and golfers Lee Westwood and Rory Mcllroy.

The Novak Humanitarian Fund

The admiration between player and manufacture is mutual.

Audemars Piguet appreciates Djokovic’s generosity and altruism. In 2007, he founded the Novak Humanitarian Fund that operates on various fronts, including providing access to tennis courts and scholarships for young Serbians, donating ambulances to hospitals in Kosovska Mitrovica and Brus, and making a donation to the Gracanica monastery for the redemption of land parcels in Padaliste.

The fund has recently narrowed its scope of activities and operates to provide emotional and practical support to children who have lost a parent. In Serbia, the foundation also seeks to promote access to education as well as educational development for all children. To aid these efforts, Djokovic has partnered with UNICEF Serbia.

Djokovic also takes part in fundraising exhibition matches whenever he can to support the reconstruction efforts for Haiti, Japan, as well as his home country of Serbia (the cities Loznica and Kraljevo.)

‘Excellence and audacity’

All of which makes it entirely natural for this bighearted individual and accomplished sportsman to join the Audemars Piguet family.

“We are particularly honoured by the friendship we enjoy with this great champion who expresses through his sport our own values of excellence and audacity. We wish him a warm welcome and the best of luck for the rest of the season, which he has dominated so far, but the battle with his rivals isn’t over yet.” Audemars Piguet CEO Philippe Merk

Philip Kaspar | Website

Philip is widely travelled and has worked as a freelance journalist covering several topics including fashion, travel and watches. He also spent five years in the heart of the Swiss watchmaking industry in La Chaux de Fonds. Philip reports on all the latest watch news and is our WatchCrime reporter.

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