For a quarter of a century, Links of London and Wimbledon enjoyed a unique partnership that brought a touch of sterling silver (and later, gold) to the grass courts. From the mid-1990s through the late 2010s, Links of London served as the official jeweller for The Championships, Wimbledon – creating limited-edition charms, bracelets, cufflinks and more each year to celebrate the world’s most famous tennis tournament. This timeline retrospective highlights the key milestone moments – from the first tennis-inspired trinkets in the ’90s to celebrity-endorsed pieces in the 2010s, annual product launches, marketing tie-ins, and the final game, set, match of this iconic collaboration.
1994: The Partnership Takes Root
Inception of an Iconic Collaboration: The relationship began in the mid-1990s, when Links of London became an official licensee to The Championships, Wimbledon – tasked with creating jewellery for the tournament’s fans and patrons. At the time, Links of London was a young British brand (founded in 1990) gaining fame for its quirky sterling silver designs. Its first Wimbledon collection was modest but memorable: tennis-themed pieces in sterling silver, such as miniature tennis racket charms and cufflinks, gave tennis aficionados a stylish new way to commemorate the event. These early offerings laid the groundwork for what would become an annual tradition of Wimbledon-inspired jewellery. (While exact records of the 1990s collections are scarce, 2014 marked the 21st year of Links’ official Wimbledon jewellery line indicating the partnership’s origin around 1993–94.)
2000s: Growing the Wimbledon Collection
Expanding Range and Popularity: Through the 2000s, as Links of London expanded globally, so did its Wimbledon range. Each summer, new limited-edition items debuted in time for the tournament. The collections grew to include charm bracelets, earrings, necklaces, and the brand’s signature cufflinks, all with tennis flair. For example, sterling silver cufflinks engraved with the official Wimbledon logo became a staple gift for gentlemen. Meanwhile, charms captured whimsical aspects of Wimbledon – from tiny strawberries & cream to crossed tennis rackets – reflecting the tournament’s traditions. The “Sweetie” bracelet, one of Links of London’s most recognizable pieces (a chunky charm bracelet), even got a Wimbledon twist with purple-and-green enamel links to match the championship’s colors. By the late 2000s, Wimbledon jewellery by Links of London was a fixture both in the All England Club’s gift shops and in Links’ own boutiques, eagerly anticipated by fans each year.
A Wimbledon-inspired friendship bracelet by Links of London, featuring Wimbledon’s iconic colors and a sterling silver strawberry charm. This design nods to the tournament’s famed strawberries-and-cream tradition, a motif that appeared frequently in the Wimbledon collections. The brand’s annual lines often included playful tributes to such traditions – from strawberries to tiny tennis balls – turning beloved Wimbledon icons into wearable keepsakes.
2011: 125 Years of Wimbledon
Celebrating a Milestone Championship: The year 2011 marked the 125th edition of The Championships, and Links of London rose to the occasion with special commemorative pieces. To honor Wimbledon’s 125th anniversary, the jeweller released limited-edition designs adorned with the official 125 Years insignia of the tournament. These included collectible charms (for instance, a silver circular charm engraved with “125” alongside the Wimbledon logo) and other mementos for that historic year. The 2011 collection balanced nostalgia and elegance – a tribute to over a century of tennis history packaged in Links of London’s modern style. Fans could wear a little piece of Wimbledon history on their wrists or lapels, and the collection proved popular among those seeking a tangible reminder of the milestone year.
2012: Champions and Charms
Trophies, Champions & New Traditions: By 2012, Links of London was firmly entrenched as Wimbledon’s official jewellery licensee, and its collection reflected the tournament’s rich heritage. That year, the design team unveiled charms of the Wimbledon trophies – detailed sterling silver charms of the Gentlemen’s Singles trophy cup and Ladies’ Singles Venus Rosewater Dish. Each trophy charm was even engraved with The Championships, Wimbledon logo, lending authenticity. These pieces paid homage to the tournament’s legendary champions: the women’s trophy charm, for example, was marketed with a nod to greats like Navratilova and Graf, inviting fans to “feel like a champion” wearing it. In addition, limited-edition friendship bracelets made their debut, hand-woven in Wimbledon’s seasonal colors (the iconic purple and green) and adorned with silver elements. Links of London proudly noted its role as the official purveyor of jewellery and precious gifts for Wimbledon 2012 and the collection that year had something for everyone: enamel charms shaped like tennis balls and strawberries, cute silver tennis shoe charms, even a tiny silver umbrella charm (a witty nod to Britain’s unpredictable summer weather) The 2012 range captured the fun and pageantry of Wimbledon, solidifying many design motifs – strawberries & cream, crossed rackets, championship trophies – that would reappear in subsequent years.
2013: A Dozen Years and New Designs
Refreshing the Line-Up: As of 2013, Links of London had been crafting official Wimbledon jewellery for “over 12 years” and the brand continued to innovate while keeping fan favorites in the mix. That year’s collection struck a balance between “Wimbledon classics” and new, fun editions Longtime best-sellers like the tennis ball charms and racket motifs were updated or reissued due to popular demand. Alongside them, Links introduced fresh designs to keep things exciting – for instance, quirky new charm designs (one press release teased “new fun editions” in the lineup). Although specific 2013 pieces weren’t heavily publicized, one could find items like limited-run colored cord bracelets and perhaps a commemorative charm for Andy Murray’s iconic 2013 Wimbledon victory. By this point, the annual jewellery launch had become an official part of Wimbledon’s merchandising calendar. Each summer, ahead of the Championships, Links of London would unveil the new range, generating buzz in fashion press and drawing collectors to its stores. Little did anyone know that even bigger changes were on the horizon the following year.
2014: Official Sponsor Status & a Special Anniversary
Becoming the Official Jewellery Sponsor: In 2014, Links of London reached a major milestone in its Wimbledon journey. The company was officially named the “Official Jewellery Sponsor” of The Championships, Wimbledon– an elevation from licensee status to full sponsor partner. This sponsorship announcement coincided with Links of London’s own 21st anniversary, and the brand celebrated in style. The 2014 Wimbledon jewellery collection was touted as extra special, marking “the 21st year” of Links’ involvement The design team drew inspiration from Wimbledon’s iconic grounds and museum archives to craft that year’s pieces. Notably, Links of London introduced gold into the Wimbledon collection for the first time in 2014 – including delicate 18ct gold vermeil items such as a tennis racquet necklace and bracelet. These gold-accented pieces added a luxurious touch beyond the traditional sterling silver, and they complemented the classic Wimbledon-themed charms (like tiny umbrellas, trophy charms, and crossed rackets) that were also part of the range. The official sponsor status meant the Wimbledon logo and branding featured even more prominently, from the jewellery designs to in-store displays. Each piece from 2014 onward was hallmarked or engraved not just with “Links of London” but also with “The Championships Wimbledon” to denote its authenticity. That summer, Petra Kvitová – the women’s singles champion in 2014 – famously wore Links of London jewellery during the trophy presentation, including the brand’s Hope earrings and Effervescence Bubble bracelet. This high-profile “endorsement” (whether planned or serendipitous) underscored Links of London’s visibility at Wimbledon’s pinnacle moment. With a celebratory limited-edition collection and newfound sponsor role, 2014 was a highlight year that firmly entwined Links of London’s identity with Wimbledon’s storied legacy.
Links of London expanded into gold vermeil pieces as the partnership entered its third decade. Pictured above is a Wimbledon collection tennis ball bracelet in 18ct rose gold vermeil, introduced in the mid-2010s. This marked a shift from the brand’s all-silver tradition, adding a luxe gleam to the classic tennis motifs. Gold-accented items like this bracelet and the earlier racquet necklace appealed to fans looking for upscale Wimbledon mementos, and reflected Links of London’s evolution after being named an official Wimbledon sponsor.
2015: Playful New Additions
Inspiration from the Grounds: Following the sponsorship boost, Links of London kept the momentum in 2015 with another fresh Wimbledon collection. The themed collection in 2015 took inspiration from Wimbledon’s grounds and history, as well as the sport itself. This was evident in the little design details – “playful tennis ball” charms made a debut, capturing the look of the bright yellow balls used on court. Other pieces incorporated textures and patterns from around the All England Club (for example, a charm resembling the netting or perhaps tributes to the grass courts). The collection balanced playfulness and elegance: fans could pick up anything from a dainty necklace with a tiny tennis ball pendant to sterling cufflinks featuring the crossed-rackets emblem. By now, annual product launches were eagerly awaited; 2015’s lineup demonstrated that even after two decades, there were still new design serves to be had. Links of London’s Wimbledon range this year also continued to feature vermeil gold accents introduced in 2014, alongside the core silver pieces – catering to a broad range of tastes and price points (items spanned roughly £35 up to a few hundred pounds for gold pieces). With Wimbledon’s global audience growing, 2015’s jewellery collection aimed to offer stylish keepsakes for both longtime attendees and new international fans tuning into the tradition.
2016: Limited Editions and VIP Experiences
Rose Gold Touches & Fan Engagement: In 2016, Links of London rolled out a limited-edition Wimbledon range that added new rose gold vermeil touches to its repertoire. This year’s collection included delicate rose-gold earrings (for example, tiny studs shaped like tennis balls) and charming two-tone gold/silver charms. The infusion of rose gold gave the pieces a warm, contemporary feel and showed how the brand was continuously refreshing the collection’s look. Beyond the jewellery itself, Links of London also ramped up its event marketing activations and in-store excitement in 2016. Notably, the company ran a special in-store promotion: customers who visited Links of London boutiques could enter a competition to win a VIP Wimbledon experience, including coveted Centre Court hospitality tickets to the Ladies’ Quarter-Finals. No purchase was required to enter – it was a pure fan engagement initiative timed to build buzz in June leading into the tournament. This activation drew foot traffic to stores and linked the retail experience with the thrill of attending Wimbledon. Meanwhile, on site at the All England Club, Links of London’s jewellery was sold alongside other official merchandise, often presented in stylish pop-up displays. The packaging for the Wimbledon collection had evolved by this time as well: pieces came in co-branded boxes or pouches accented with the tournament’s signature purple and green colors, distinguishing them from Links’ standard packaging. Every charm or bracelet not only bore the Links of London stamp but also Wimbledon’s logo, reinforcing that it was an official piece of the Championships. In all, 2016’s approach showed the partnership operating on multiple levels – product innovation, experiential marketing, and a unified Wimbledon-branded presentation.
A whimsical addition to the collection was this sterling silver Champagne Glass charm (shown above). Complete with a tiny red strawberry garnish, it celebrates Wimbledon’s tradition of champagne and strawberries. Links of London often incorporated nods to the tournament’s food and festivities – from champagne flutes like this to picnic basket charms – adding a fun, celebratory flair. Such pieces highlighted that Wimbledon is as much about social occasion as sport, allowing fans to wear a reminder of the event’s unique atmosphere.
2017–2018: A Quarter-Century of Style
Silver Anniversary and Ongoing Innovation: By 2017, Links of London and Wimbledon were celebrating 25 years of partnership – Game, Set, Match to a quarter-century run. The 2017 and 2018 collections continued the now-established pattern of annual creativity. Links of London introduced new limited-edition pieces each year, while also keeping timeless favorites in rotation. For example, 2017’s lineup featured gold-plated and silver charms of Wimbledon motifs, and likely a few surprises (one year saw a charm of a traditional tennis umpire’s chair, another a tiny strawberry basket charm, etc.). The brand also continued its practice of engaging fans with promotions – for instance, another ticket giveaway or meet-and-greet events with tennis stars in store. By 2018, the collaboration had reached an impressive longevity in Wimbledon terms. Only a handful of sponsors (like Slazenger or Robinsons) had longer tenures at the Championships, making Links of London’s run noteworthy. The phrase “Game, Set, Match” could well describe the seamless union of fashion and sport that the two brands achieved over these 25 years. It wasn’t just about trinkets; it was about storytelling. Each charm or bracelet encapsulated a piece of Wimbledon lore – whether it was the annual champagne toast, the suspense of match point (“New balls, please!” charms were even made), or the simple joy of a sunny day at Centre Court. By weaving these narratives into jewellery, Links of London created wearable memories for tennis fans. As the 2010s progressed, however, the company’s fortunes were starting to shift, setting the stage for an end to this story.
2019: Final Set – End of an Era
The Last Serve: The year 2019 effectively marked the end of Links of London’s Wimbledon era. The brand did release a Wimbledon collection in 2019 (featuring the usual array of charms and accessories in early summer), but behind the scenes, Links of London was struggling. By the fall, the jeweller’s Greek parent company was embroiled in financial scandal, and Links of London was on the brink of collapse. In October 2019, shortly after that year’s Championships concluded, Links of London fell into administration (bankruptcy), putting hundreds of jobs at risk. The company began liquidating stores and searching for buyers, but a rescue never materialized. By early 2020, Links of London had closed all its locations – the brand “ceased to exist” by June 2020. This unfortunate turn of events brought a quiet close to the 25-year partnership with Wimbledon. After 2019, no new Wimbledon jewellery collections would be produced by Links of London, ending a beloved tradition for fans and collectors. The All England Club eventually moved forward with different licensees for jewellery, but the void left by Links was palpable; an entire generation had grown accustomed to browsing those tennis-themed charms each summer.
In retrospect, Links of London’s Wimbledon collections (1994–2019) stand as a charming chapter in the tournament’s commercial history. Over 25 years, the partnership yielded hundreds of designs – from cheeky strawberry charms to elegant gold necklaces – all inspired by the spirit of Wimbledon. It saw moments of glory, like champions wearing the pieces on international TV, and moments of creativity, turning everyday tennis icons into jewellery art. Even though Links of London is no more, its Wimbledon legacy endures in the cherished charms and bracelets that fans continue to wear. In the end, the collaboration truly lived up to the blog title’s pun: Game, Set, Match – a winning match between a jewellery maker and a tennis championship, whose story will be remembered for years by style lovers and tennis historians alike.
