Rolex and Trump, game, set and match in New York?
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Surprise at the US Open final on September 8: Donald Trump was the guest in the dressing room of Jean-Frédéric Dufour, CEO of Rolex. Much more than a simple image, it was a strategic meeting at a time when Swiss Made is suffering cruelly from the drastic increase in customs duties.
On the court, the 2025 edition of the US Open tennis final was a double victory for Rolex . At the end of the match, not only did former No. 1 Jannik Sinner put on his Cosmograph Daytona Sundust, but the winner and new world tennis leader, Carlos Alcaraz, wore his Rolex Cosmograph Daytona 40 mm in yellow gold with a turquoise dial and black subdials, already seen during his triumph at Roland Garros. But it was another image, official and displayed, that will have left its mark: the presence in the stands of the current President of the United States, Donald Trump.
A first since 2015, before his first election, for the American leader, who is better known for his passion for golf than the little yellow ball. The invitation came not from the tournament organizers, but from Rolex, the competition's main sponsor, and its CEO, Jean-Frédéric Dufour, who attended the final alongside him in the stands. A rare occurrence for a company known for its…
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