It is no wonder that the name Viktor Axelsen is embedded in every badminton enthusiast’s heart. Who would deny the legacy of the Danish former professional badminton player, who reigned as a two-time World Champion?
Aside from his well-known unyielding grit and nerve-racking moments on the court, Viktor admits that the right state of mind is the key to performing under pressure. Those adrenaline-filled moments have brought the Olympic gold medallist unforgettable experiences—from countless medals across European and Asian championships to the honour of playing in front of the King of Denmark at the Paris 2024 Olympics—but the game is about more than winning.
Measuring every second and minute to refine his game has been part of Viktor’s philosophy ever since becoming a National Champion in 2006. That technical yet instinctive approach naturally shaped his appreciation for the craftsmanship of a timepiece. He shares that his Audemars Piguet timepiece, a retirement gift with deep sentimental value, accompanies him into this new chapter of life.
His down-to-earth nature reflects his genuine passion for the sport, earning admiration and inspiring younger generations. This shared vision of inspiring others drew the attention of HSBC, one of the world’s biggest financial institutions and the Principal Global Partner of the Badminton World Federation since 2018. In his exclusive interview with The Time Place Magazine, Viktor Axelsen shares how HSBC values not only his enduring influence on badminton, but also the respect he has carried throughout his journey, the sport’s legacy, and the hard work athletes put in beyond the celebrations.
Badminton is incredibly demanding physically and mentally, yet you always appear calm under pressure. Was that composure something natural, or something you consciously learned over time?
When I was just starting out on the tour, I was still very young and immature. I knew my temper was something I needed to work on especially in order to perform under pressure. My ability to find the right state of mind for big competitions is something I worked extremely hard on both on my own, but also with my mental coach. I do think however that my experience played a huge role especially in the end of my career. I know myself very well and I know how I need to prepare for high pressure situations.
You inspired many younger badminton players globally, especially across Asia. What kind of legacy do you hope to leave beyond trophies and rankings?
I always saw it as a huge privilege being able to inspire the next generation. I hope to leave a legacy behind which stands for humility, hard work, and for people to know that I always did my best on court with respect to my opponents and the sport in general.
You’ve achieved almost everything possible in badminton. From Olympic gold, World Championships, to world number one. When you look back now, what moment feels the most personally meaningful to you?
My two Olympic Gold medals will always have a special place in my heart for various reasons. It’s the biggest title you can win in badminton and being able to do it twice has been amazing. Playing in Paris, in front of the King of Denmark, friends and family, plus tons of Danish fans was an experience I will never forget. Tokyo was also special of course, but with no spectators it was also an unusual Olympic Games. Winning the Thomas Cup with the Danish team in 2016 is also a memory I think about often!
For many people, retirement sounds like slowing down, but for high performers it can also mean rediscovering identity. What does this new chapter currently look like for Viktor Axelsen?
I am a person who always wants to stay active. Now I have more time to spend with my two daughters which I enjoy a lot. However, I already have a lineup of different projects I am working on such as projects with my faithful sponsors namely Yonex, HSBC, as well as other partners. I also have an investment business where we focus on risk management with my close friend Rasmus who is coming from the finance world.
You’ve often spoken openly about mindset and self-improvement. Has retirement changed your relationship with ambition in any way?
I still focus a lot on trying to improve. Now that badminton is not my main focus anymore, I try to take my mindset and apply it to other things in my life. However, being a good dad is the most important thing for me right now as I try to excel in my new life.
Athletes often develop a very strong relationship with time: timing, precision, routine, recovery. Has that changed the way you personally appreciate watches?
I have been a watch collector for many years, and I always spend a lot of time looking at my watches and thinking about which ones to bring for my trips, as the memories you get while wearing them will add more meaning to the timepiece. I now have more time to read and learn about the watch world and it really helps me relax.
What draws you more to a watch today: technical craftsmanship, design, emotional meaning, or the memories attached to it?
I have started to appreciate the technical craftsmanship more and more over the years. I have visited Le Brassus and Audemars Piguet numerous times and seeing the hard work that goes into the timepieces is astonishing! However, for me personally the emotional meaning is very important as many of my watches were purchased on a special trip or to celebrate a milestone in my life.
Many collectors say a watch often marks a milestone or transition in life. Is there a timepiece that represents an important chapter in your own journey?
After the Paris Olympics, I got my Audemars Piguet Royal Oak Offshore in blue ceramic with my own customised dial with the text “Axelsen Paris 2024.” I finally picked it up in Le Brassus when I was close to retirement, so this watch really means a lot to me and not only celebrates the 2024 Olympic gold but also my retirement in a beautiful way.
Now that competition is no longer defining your daily rhythm, what excites you most about the future?
I think that building something new but also seeing what opportunities might arise for me is extremely exciting. I am enjoying more time with my kids, and I am also very motivated to see what the next chapter brings. I am in good spirits and I am looking forward to working and bringing value outside of the court.
Now that you are retired from playing badminton, what does this new chapter in your life look like?
Well, even though I have retired from badminton, I still have a lot of energy to keep working hard and get better in all the aspects. The most important thing is, however, to be a good dad for Vega and Aya, my two daughters. But I already have new projects going on. Luckily, I also have great partners: Yonex and HSBC, where we have a lot of important work, especially motivating the next generation. I’m a person who always likes to do more and to develop, also to improve in different aspects of life. I’m not going to stop even though I have retired from badminton.
Could you tell us more about your project with HSBC?
Yes, my project with HSBC has a different function. I am very fortunate to be able to get out and meet not only the younger generations, inspire kids, but also to meet all the people in HSBC I am working with as well as their branches around the world. To motivate them, I think HSBC has a lot of focus on well-being, which I find very important. It gives me a lot of joy working on this project with HSBC.
