Watchmaker ZENITH adds another tennis player to its ever-expanding 'Friends of the Brand' roster. Argentine tennis player Francisco Cerúndolo joins former tennis coach to Serena Williams, Patrick Mouratoglou, as well as a number of other personalities pursuing excellence in their respective fields, to be selected and acknowledged by the brand.

"I am honoured to become a 'Friend of the Brand' for ZENITH. It is a dream come true to be associated with a legendary Swiss watch manufacturer that embodies innovation, precision, and a drive to reach new heights," say Cerúndolo of the appointment. The 24-year-old visited the brand's manufacture in Le Locle, Switzerland and was able experience firsthand "the timeless craftsmanship and commitment to excellence". These, he says, are values that he resonates with as an athlete.

It can be said that tennis and sports are part of Cerúndolo's DNA. He was born into a family of sports enthusiasts—his parents are former tennis players, his sister plays field hockey as part of the Argentina national team, and his younger brother Juan Manuel is also a professional tennis player. In fact, Cerúndolo has even competed in the same tournaments as his brother.

What sets him apart is his resilience and promising talents in the sport. He gained the attention of tennis fans after winning his first Swedish Open—part of the ATP Tour—last year. And earlier in June this year, achieved his second title win in Eastbourne. The latter earned Cerúndolo the honour of being the first Argentinian to win a title on grass court since 1995.

There's little doubt that Cerúndolo will only get better just based on his current trajectory alone—increasing his number of wins year on year. It's a trait that ZENITH identifies as being in line with its philosophy: Time to Reach Your Star. And Cerúndolo's seem to be shining rather brightly.