Just two hours after Carlos Alcaraz’s unexpected withdrawal from the Shanghai Masters, Rolex’s official account sent shockwaves through the tennis and luxury industries. In a statement that few saw coming, the Swiss watchmaker announced the termination of its sponsorship contract with the 21-year-old tennis prodigy.

“Rolex represents the Shanghai Masters. We wish Carlos Alcaraz a speedy recovery, but the sponsorship agreement will be revoked to remain consistent with our core values,” the statement read.

Within just 30 minutes of the announcement, social media platforms ignited with a flood of opinions. Hashtags like #RolexCrisis, #StandWithAlcaraz, and #LuxuryEthics began trending worldwide. Fans accused Rolex of being “ruthless” and “ungrateful,” pointing out that Alcaraz had been one of the brand’s youngest ambassadors and a rising icon in both tennis and fashion.

Industry analysts noted that such a public termination was rare for Rolex, a company known for its discretion and traditional PR strategies. “This kind of corporate response is almost unheard of in the luxury sector,” commented Philippe Laurent, an analyst at Luxury Insights Europe. “It reveals how brand image and ethics can collide in the digital age — and how fast that collision can unfold.”

But what truly stunned the world wasn’t Rolex’s announcement — it was Alcaraz’s next move. Just 12 hours later, the Spanish star was seen attending a private event hosted by Audemars Piguet, one of Rolex’s fiercest competitors in the luxury watch industry. Sources close to the event confirmed that a partnership deal had been signed, positioning Alcaraz as the face of a new global campaign.

The market reacted instantly. On the Swiss stock exchange, Rolex’s stock value dropped by 3% overnight, marking one of its sharpest single-day declines in recent years. Meanwhile, Audemars Piguet’s social media following surged by nearly 1.2 million within 24 hours, as fans rallied behind Alcaraz’s bold comeback.

Inside the Geneva headquarters, sources reported an emergency meeting led by Rolex CEO Jean-Frédéric Dufour. According to insiders, Dufour — described as “visibly emotional” — ordered the communications team to contain the backlash and reconsider the company’s sponsorship policy.

“We underestimated the emotional connection fans have with Alcaraz,” one internal source reportedly stated. “This is no longer just a contract issue — it’s a cultural one.”

Experts say this incident could redefine how luxury brands manage athlete partnerships in an era driven by authenticity, transparency, and social engagement. “Consumers no longer just buy prestige — they buy principles,” said marketing professor Elise Chen from the University of Lausanne. “This was a masterclass in how quickly values can outweigh tradition.”

As for Alcaraz, his career and reputation seem untouched — even elevated. The young champion has once again proven his ability to turn controversy into opportunity, leaving both fans and brands racing to keep up with his next move.