In June, Executive sat with Mick Desmond, commercial and media director, and James Ralley, head of marketing and commercial, at the All England Lawn Tennis Club Wimbledon, to discuss how the tennis club envisions its brand promotion through collaboration with luxury brands such as Rolex. E: How do you promote your brand to the world and what role does Rolex play in that brand promotion? Mick Desmond: We always try to tell the story that Wimbledon is tennis in an English garden, and in the UK everyone understands what that means. If you go to China or South America or the Middle East, they don’t always know what an English garden looks like. We’ve done a lot of research over the last three to four years with Kantar Media to try to get an understanding of how our brand is perceived. When you mention Wimbledon, everyone says tennis, and they know
