[citation needed] In 2014, Links of London was named the official jewellery sponsor of the Wimbledon tennis tournament.

In January 2020, Retail Insider reported the once-popular jeweller Links of London was planning on closing all five of its Canadian stores in the coming year.

During the 2014 Wimbledon women's singles tournament, champion Petra Kvitová wore Links of London jewellery at the trophy presentation.

[10] The two-time Czech singles champion wore Essentials Hope earrings, the Effervescence Bubble bracelet and a 20/20 Sterling necklace.

[11] The Duchess of Cambridge, Kate Middleton, wore Links of London 'Hope Topaz' earrings in her official engagement photos.