Ben Shelton joins Rolex family ahead of 2024 Australian Open campaign

Ben Shelton has picked up so many high-profile endorsements you can practically set your watch to them.

Only it’s officially gotten that much more difficult to afford the American’s new timepiece of choice: Shelton announced on Saturday that he is the latest tennis star to partner with luxury watch brand Rolex.

“I am excited to become the newest member of the Rolex family,” Shelton wrote on social media. “It is an honor to partner with a brand synonymous with excellence in our sport.”

Just in time for the 2024 Australian Open, Shelton joins the likes of former and current world No. 1s Carlos Alcaraz and Iga Swiatek along with ATP and WTA stars like Holger Rune, Jannik Sinner, and Caroline Wozniacki.

Rolex is also the longtime sponsor of 20-time Grand Slam champion Roger Federer, who continues to feature heavily in its marketing.

Still just 21 years old, Shelton first began growing his portfolio last year when he stormed into the 2023 Australian Open quarterfinals. Just before the Miami Open, he announced a head-to-toe deal with On Running—a swiss apparel brand partly owned by Federer—alongside Swiatek.

He backed the off-court endorsements on the court with a run to the US Open semifinals, where he played an entertaining match with eventual champion Novak Djokovic.

Currently ranked No. 16 in only his second Australian Open main draw, will Shelton make time for any other endorsement opportunities in the first quarter of 2024?