London: In Roger Federer's case, there really is no need to flatter the grandiose traditions of Wimbledon or exaggerate the importance of winning the title. After all, this will be the 17th time he has set out in search for glory and a haul of seven titles means that he is level with one of his own personal icons, Pete Sampras, as the joint greatest of men's singles crowns in the Open era at the All England Club.

Yet of course he would love to beat Sampras, who he strove to emulate and experience one more. Plus, in common with most of his fellow multimillionaires, although Federer enjoys savouring the fruits of his success, there is still the burning desire for more wealth and glory. And as far as the Swiss is concerned, the place he believes holds his best chance to add an 18th major title to his collection in London SW19.

The bookmakers may care to differ. At best, last year's runner-up is rated a 6-1 third favourite, way behind Novak Djokovic and Andy Murray. However, anyone who discounts his claims simply by citing that he is six weeks away from his 34th birthday should take serious note of his words.

"For me Wimbledon is still the most important tournament in all the ones I play," he said. "It's the one I still want to win the most and it's the major at which I think I have the best opportunity.

"Even though I have won it so many times, Wimbledon remains the big goal for me. I feel like my game is good and my motivation comes from the fact I simply like winning."

From a British perception, Murray was the man who appeared to have found his best grass-court form with his fourth title at Queen's Club. However, Federer has long formulated an even more exact preparation for Wimbledon by playing the rival event on the lawns of Halle, in Germany. Last Sunday, Federer took the title there for the eighth time, earning himself yet another entry in the record books.

He became only the third player in the Open era to win one specific title so many times, joining Rafael Nadal at the French Open, Monte Carlo and Barcelona, and that most revered of all tennis-playing Argentinians, Guillermo Vilas, in his home city of Buenos Aires.

What was Federer's reaction to such a laudable victory, outplaying Andreas Seppi in the final, the Italian having ousted him from this year's Australian Open? "I hope this is a good omen for Wimbledon," he said with a degree of predictability. "My game has been solid, it's been positive. I just have to keep it up now."

A year ago, Federer had the opportunity to win Wimbledon again and he sacrificed what should have been a first and crucial break point in the final set against Novak Djokovic. That is something he cannot quite banish from his memory, not matter how hard he tries.

In the end, Djokovic showed the late-in-the-match dominance that has hurt Murray so many times of late, and won 6-7, 6-4, 7-6, 5-7, 6-4. Federer recalled: "It was a tough one in the end. I think we both played a great match, but I don't think I have ever seen Novak so aggressive.

"The fact he changed his game around in a big match like that is great by my way of thinking. It wasn't easy to do, but he pulled it off and credit to him. As for me, I have had my fair share of tough losses at Wimbledon as well as all the titles. Every loss there is like a heartbreak for me, but now I have the ability to get over it a bit quicker."

Last year, Federer quickly found solace with Myla Rose and Charlene Riva, his twin daughters, who, just a month away from their sixth birthdays, now like to attend their father's big matches. As he left Centre Court and allowed his disappointment to flow, he was also offered consolation by the Duke and Duchess of Cambridge. "I was not in a good place when I walked past them, but they were very kind," he said. "Now for me, those moments pass very quickly. I take the view that things move on.

"You can put your head in the sand like an ostrich and be depressed for days and weeks. I choose not to do that, I think it's such a waste of time.

"Sure it helps having the kids around. You don't want to be the disappointed dad and explaining to them what the deal is. All you have done is just gone through a rough few hours. It's not anything more than that."

However, the two Federer girls will soon be old enough to appreciate that their father is the ultimate competitor and someone who is fuelled by the simple process of winning. It is the reason why, at his age, he can still rally with top-quality opponents several years his junior.

"If I play tennis, I want to be successful, I don't want to just hang around and play quarter-finals every week," he said, depicting a man who still has a fire in his belly despite having played for so long. "I know to some that could be a great result, but for me I would rather lose in the first round for a couple of weeks, then win a title again. It's all about winning the big stuff and as long as I feel I can do that and compete with the best, I will still be around."

No place in the world stokes that fire quite like the All England Club. All year round his thoughts and his professional purpose gravitate to the glory that Centre Court has produced for him, dating back to his first title in 2003.

"There's a bit of everything in Wimbledon for me," he said. "Who knows if I had won the French Open at Roland Garros first, then it might have become the special one for me, but I doubt it. Pete (Sampras), (Stefan) Edberg and (Boris) Becker and all those guys won Wimbledon before me. They were ones I was looking at, holding them up as idols.

"I won the boys' singles title there in 1998, I beat Pete in 2001, won my first major title there two years later and then went on that stretch of winning the title seven times in eight years."

The expression in Federer's face as he lists his achievements exudes the fact that he does not want that feeling to end and he is prepared to fight with everything he has to offer to experience more of the same.

l Related report: Page 21