First On, now Rolex. Arturo Coello joins two major Swiss brands at the start of 2026.
A development that reveals his new status, the world number one continues to expand his aura far beyond the playing field, and this time, it is an absolute icon of sport and luxury who is joining his journey.

Rolex is fully entering the world of padel

The world of padel continues its transformation, and major international brands are no longer mistaken. By becoming the new sponsor ofArturo Coello, Rolex sends a strong signal, padel is no longer a niche sport but a global phenomenon that is here to stay.

For the Swiss brand, this collaboration is part of a clear strategy: to partner with exceptional athletes capable of embodying the... excellence, performance and longevity at the highest level. Coello thus joins a very exclusive circle, alongside legends like Roger Federer, Carlos Alcaraz or, Tiger Woods.

This partnership also marks a symbolic milestone for padel itself. Long considered an emerging sport, sometimes still underestimated, it is now attracting the same economic players as tennis, golf, or Formula 1. The arrival of Rolex This universe confirms one thing: padel has entered a new dimension.

From Valladolid to the world summit, a journey that appeals to giants

Arturo Coello's story speaks for itself. Starting from a small village near Valladolid, the Spanish left-hander climbed the ranks at an impressive speed to establish himself at the top of the world rankings for the past three years. A trajectory built on hard work, consistency, and ambition—values ​​that resonate perfectly with Rolex's DNA.

On social media, Coello accompanied the announcement of a message filled with pride and gratitude:

“Being a part of the ROLEX family is a dream come true. I appreciate your confidence in me and your shared enthusiasm for excellence in our sport. #Rolex #RolexFamily”

An announcement that perfectly illustrates the moment padel is going through, and the place it now occupies Arturo Coello in the global sports ecosystem.

Arturo Coello joins ON, Roger Federer's Swiss equipment supplier

It should be noted that Rolex is not the first major watch brand to take an interest in padel. Richard Mille had already paved the way by partnering with Fernando Belasteguín, another emblematic figure of padel. But with Coello, young, dominant and ultra-exposed in the media, Rolex makes a strong move.

Following On, this new signing confirms a clear trend: Arturo Coello is no longer just the best player in the world. He has become one of the major faces of the modern padelcapable of attracting the most prestigious brands and bringing sport to an ever-wider audience.

Maceo ZERHAT

Maceo Zerhat discovered padel in 2020 at Domaine De Clairis in Burgundy. He contributed to the club's expansion by bringing his energy and curiosity. Padel Magazinehe transmits his antoushiasme and his " Padel"mania" by skillfully bouncing on all the latest news about your favorite sport!

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