Andre Agassi has filed a federal lawsuit in Las Vegas accusing Rolex of misappropriating his identity.
Agassi filed the complaint against New York corporations Rolex Watch USA and Rolex Industries as well as Swiss firm Rolex Holdings.
Agassi's attorney David Chesnoff says Rolex featured him in two television commercials without his consent.
One of the commercials depicted a Wimbledon match between Agassi and Australian Patrick Rafter. Rolex is a Wimbledon sponsor.
Agassi's lawsuit seeks at least €3.2m in damages and an award of the revenues received by Rolex as a result of the commercials.
"By using Agassi's name, likenesses and persona without his consent, Rolex reaped millions of dollars worth of advertising and promotional services from Agassi without paying for it," the lawsuit alleges.
In addition, the lawsuit seeks an injunction to prevent "further use or exploitation of Agassi's name, likeness and identity by defendants."
No one at Rolex was available for comment yesterday.