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I’ll spare you the obligatory pun, as no doubt dozens of other publications have used one in reference to this story. (Nevertheless, I did have plenty rattling around in my head, but I knew putting one down would only satisfy myself.)

Nadal, who recently teamed with Swiss watch manufacturer Richard Mille, scheduled a press conference in Paris to promote the brand’s new product: a lightweight watch, limited to 50, that will go for $535,000. Unfortunately, the tennis star got caught up in doing things infinitely more exciting than attending a press conference (even his own), and was an hour late.

“I’m sorry for the delay but for once it wasn’t my fault,” a sheepish Nadal said following the late arrival of his flight from Majorca.

Few players wear watches during matches – although plenty put them on before they leave the court in order to satisfy sponsors – but Nadal has worked with Richard Mille to produce an ultra lightweight model. The watch weighs just 20 grams, including the strap. The Spaniard, who is naturally right-handed but plays left-handed, will wear it on his right wrist during matches and on his left away from the court.

Both Nadal and his entourage deny there has been a conscious decision to rebrand him, but the image of the ordinary young man who lives at home with his family, plays golf with his friends and shuns a celebrity lifestyle appears to be changing rapidly.

You know, even though Nadal was late, and it’s an unprofessional move, it’s not like the press doesn’t have a choice whether or not to leave. Of course, they stay, because they are the mercy of the athlete, their editor and their readership, and the story is always more important than showing up with nothing. I’m glad nobody is making a big stink about it, but I’m amazed that they would wait around just to listen to Nadal talk about watches. Well, the watch does use “aerospace technology,” so I guess it would be funny to hear Nadal try to pronounce a few difficult words.