As the U.S. Open gets under way in Flushing Meadows, Audemars Piguet has announced that the world’s number one tennis player, Novak Djokovic, has joined the brand as its latest Ambassador. Seeded number 1 at the U.S. Open, Djokovic has enjoyed an exceptional 2011 season, running his record to 57-2, including five wins over former #1 Rafael Nadal.
Djokovic joins AP ambassadors including LeBron James, F1 superstar Michael Schumacher, and golfers Lee Westwood and Rory Mcllroy, among others.
According to Audemars Piguet, the relationship began several months ago when Djokovic paid a discreet visit. After visiting the workshops in La Brussus, Djokovic expressed his admiration for the brand’s watches, and especially for the movements. Djokovic said “I have discovered a new passion for fine watchmaking and I truly admire both the traditional and modern aspects of the work accomplished by Audemars Piguet”.
Beyond Djokovic’s supurb tennis skills, Audemars Piguet appreciates his generosity and altruism. In 2007, he founded the Novak Humanitarian Fund that operated on various fronts, including providing access to tennis courts and scholarships for young Serbians, donating ambulances to hospitals in Kosovska Mitrovica and Brus, and making a donation to the Gracanica monastery for the redemption of land parcels in Padaliste. The fund has recently narrowed its scope of activities and operates to provide emotional and programmatic support to children who have lost a parent. In Serbia, the foundation also seeks to promote access to education as well as educational development for all children. To aid these efforts, Djokovic has partnered with UNICEF Serbia.
Djokovic also takes part in fundraising exhibition matches whenever he can to support the reconstruction efforts for Haiti, Japan, as well as his home country of Serbia (the cities Loznica and Kraljevo.)
All of which makes it entirely natural for this bighearted individual and accomplished sportsman to join the Audemars Piguet family. Brand CEO Philippe Merk stated, “We are particularly honored by the friendship we enjoy with this great champion who expresses through his sport our own values of excellence and audacity. We wish him a warm welcome and the best of luck for the rest of the season, which he has dominated so far, but the battle with his rivals isn’t over yet.”