Hublot, a premium watchmaker, has announced that it will be welcoming Novak Djokovic as its new ambassador.

The company stated the tennis player shares a number of similarities with it, including his ‘relentless pursuit of excellence and performance’. Djokovic joins legendary athletes like Usain Bolt or Dustin Johnson in the Hublot group. His partnership was closely followed by the US Open.

man in orange shirt and black shorts holding black and white tennis racket

“We are particularly honoured to have the great Novak Djokovic join our beautiful Hublot family,” said Hublot CEO, Ricardo Guadalupe, in a statement. “He is a player who creates tennis history by being first, unique, and different. This is exactly our motto. This is a great day at Hublot.”

The partnership comes in addition to the Serbian tennis player recently renewing his partnership with sportswear brand Lacoste, in an ongoing deal set to reach its eighth consecutive year in 2025.