Grigor Dimitrov is now a global ambassador for the Swiss watch brand Bianchet. This means that Dimitrov’s relationship with Richard Mille has come to an end. Prior to that, he was endorsing Rolex.

Bianchet announced the news on social media saying

We are honored to announce Grigor Dimitrov as the global ambassador of Bianchet. His passion for fine watches, his sense of style and elegance, and his dedication to excellence perfectly reflect Bianchet’s values and uncompromising quest for beauty and style. Welcome Grigor! @grigordimitrov

Grigor Dimitrov, who knows a thing or two about watches, is excited about the partnership.

I’ve been drawn to the beauty of Bianchet’s timepieces since the launch of the brand. Each timepiece is a true work of art in every detail, and I’m excited to be a part of the brand’s journey. I don’t want to compare myself to anyone, I run my own race.
-Grigor Dimitrov

He recently split with longtime apparel and shoe sponsor Nike and switched to Lacoste. His other sponsors are Wilson and Häagen-Dazs.

Grigor Dimitrov has switched from Nike to Lacoste, joining top stars such as Novak Djokovic and Daniil Medvedev who wear the brand.

The move comes as a surprise as Dimitrov has been with Nike for a long time. Nike has been dropping many tennis players as it looks to reduce its exposure to tennis in order to focus on other profitable lines.

Grigor Dimitrov is one of the most marketable athletes on the tour due to his good looks. Though he has not won a grand slam title and comes from a small country, his model-like looks have brought him many sponsors and millions of dollars.

He reached his peak ranking of world number 3 in 2017. He has reached three grand slam singles semifinals in his career and has earned over $20 million in prize money.

Often called Baby Fed for his resemblance to Roger Federer’s style of play, Dimitrov has failed to achieve the level of success many expected him to.