With the 2019 U.S. Open underway, some Swiss watch brands are taking the opportunity to introduce tennis professionals as new ambassadors. One of these seems like an unlikely pairing, but the boldness of each of the partners is unmistakable: Bovet and Daniil Medvedev.
Medvedev can perhaps be described as a strong personality in professional tennis, where these are few and far between. An outburst during the U.S. Open in New York City on Friday certainly led to a raucous atmosphere (which the Independent even described as “hostile”) in the National Tennis Center’s Louis Armstrong Stadium.
A press release issued by Bovet this week writes that ATP fifth-ranked Medvedev and Bovet CEO Pascal Raffy “have much in common in their respective challenges: they both have to demonstrate continuous effort, abnegation, humility. Their meeting has even further manifested this sharing of values, always going forward by improving each day, the need to be and remain an incredible champion.”
It would appear that Medvedev has chosen to wear the Bovet Ottantasei Tourbillon, a sporty creation born of another partnership: that between Bovet and Italian automotive designer Pininfarina. Bovet has previously released five other timepieces co-designed by Pininfarina. While the Bovet Ottantasei Tourbillon was engineered for supreme comfort – see an in-depth review here – it doesn’t appear that Medvedev has chosen to wear the luxury timepiece on court (very few tennis players do!). It can also be worn in a variety of ways thanks to a clever lug system, which makes it a truly interesting wristwatch.
Raffy, who is not only the CEO, but also the owner of Bovet, is a tennis fan and has in the past engaged a professional tennis player (David Ferrer) as a brand ambassador. “Tennis is a sport that suits me particularly,” he said. “The concepts of exchange and respect are very present whether opponents or partners with whom we play. It is this very notion of respect and human values that are fundamental within our link to the world of tennis and that we use in our communication strategy.”
I am very interested to see how the partnership between Bovet and Medvedev comes along. One thing is for sure: people are talking!
Elizabeth Doerr is the editor-in-chief of Quill & Pad, an online publication that keeps a watch on time.