Novak Djokovic has a watch sponsor again. Djokovic announced a new partnership with Hublot on Instagram. Hublot is a Swiss luxury watchmaker and is a wholly-owned subsidiary of France’s LVMH.

Roger Federer has been sponsored by Rolex and Rafael Nadal by Richard Mille for some time. While his rivals have been with one watch sponsor for most of their careers, Djokovic has jumped from one watchmaker to another. Djokovic was endorsing Seiko watches for six years until 2020. Between 2011 and 2013, he was sponsored by Audemars Piguet.

Brands have struggled to market their products with Djokovic, who despite his big achievements on the court, doesn’t resonate with the buying public. When his sponsorship contracts are up for renewal, brands have chosen not to renew their relationship.

Other tennis players sponsored by Hublot include Karolina Pliskova, Elina Svitolina, and Simona Halep.