When people choose a premium-brand product, there are both rational and emotional aspects involved. The collaboration with tennis star Roger Federer came about to reinforce the aura that surrounds our brand. The charismatic sports maestro has been the JURA brand ambassador since 2006. The partnership has been hugely successful, because no one else embodies so well the core values of Swiss origins, precision, elegance, performance and continuous development. Federer is a Swiss icon – recognised, respected and admired around the globe. He inspires millions of people both on and off the court and ranks among the most trustworthy celebrities in the world. This gives him an important role, especially in building a global brand.
Federer values his long-term partnership with JURA and draws parallels between sporting success and successful entrepreneurship. ‘The key to staying at the top is to develop continually while remaining true to yourself. Only when you can critically question yourself can you have the creative discussions and thought processes which result in the new ideas and solutions that ultimately produce innovations,’ he says.