Tennis Stars Are Flexing Six-Figure Bling At The U.S. Open—Here's What They're Wearing

The Ultimate Wrist Game At Flushing Meadows

When the world’s best tennis players stepped onto the courts at the 2025 U.S. Open, they brought more than just killer serves and winning strategies. These athletes arrived decked out in watches and jewelry that would make even celebrities like Kevin Hart’s red carpet appearances look modest. We’re talking $180,000 titanium watches, custom diamond necklaces worth $10,000-plus, and sponsorship deals that turn tournament appearances into high-fashion showcases.

Who’s Wearing What—And For How Much

Aryna Sabalenka, ranked No. 1 globally, didn’t just come to win matches. The world’s top female player debuted a stunning collection of custom diamond pieces crafted by Material Good to commemorate her eighth U.S. Open appearance. Her gold ensemble featured a choker with eight pear-cut stones (mixing white diamonds and imperial topaz), a tourmaline necklace studded with eight small diamonds, and matching drop earrings. While the exact retail price isn’t published since these were custom creations, similar Material Good pieces typically range from $2,800 to $13,400.

Compare that to Amanda Anisimova (ranked No. 8 in women’s singles), who partnered with Tiffany & Co. for the tournament. She stepped onto the court on Day 3 wearing multiple Hardware Collection pieces in gold—two bracelets, earrings, and a pendant necklace totaling over $10,000 in value alone.

Madison Keys, the No. 6-ranked player, went a different route. As Brilliant Earth’s inaugural athlete ambassador, she sported a custom $1,350 gold medallion necklace bearing her name and featuring a four-leaf clover design with nine diamonds, complemented by embossed charms representing a horseshoe, sun, moon, heart, and key.

On the men’s side, Andrey Rublev (No. 15) switched watch sponsors from Bvlgari to Vanguart and debuted what appears to be the same $180,000 titanium Orb watch he first wore at Wimbledon earlier this year—a piece he wore to victory in his Monday match against Dino Prižmić. That’s nearly double what some of his competitors are rocking.

Alexander Zverev (No. 3 men’s player) made a significant move this year, leaving Richard Mille sponsorship for Jacob & Co. He wore a black watch from the brand’s Epic X line during his Tuesday match—a collection where prices range from $24,000 to $140,000 depending on the specific model.

The Rolex Dynasty And $90K Watch Wars

When you look at the high-end watch scene at the Open, Rolex dominates the landscape. The brand sponsors seven of the top 10 men’s and women’s players. Jannik Sinner, the No. 1-ranked player, is backed by Rolex and famously wore a Daytona worth nearly $40,000 after claiming victory at Wimbledon in July. When Sinner won the U.S. Open last year, he collected his trophy in a Rolex GMT Master II ‘Root Beer’ (valued at $18,000).

But Rolex isn’t the only heavyweight in the timepiece game. Jessica Pegula (No. 4 women’s), daughter of oil billionaire Terrence Pegula, played her matches wearing the $90,000 DB28xs Starry Seas from Swiss powerhouse De Bethune. Emma Navarro, daughter of billionaire Ben Navarro and ranked No. 11, wore the identical $90,000 piece. The same brand will supply Tommy Paul with their $90,000 DB28xs Steel Wheels model for his later tournament appearances.

Meanwhile, Elina Svitolina (women’s No. 12) from Ukraine wore Hublot’s $24,000 Spirit of Big Bang Steel Pavé diamond watch—the same brand that sponsors Novak Djokovic.

When Million-Dollar Wrists Were The Standard

The luxury watch game at tennis tournaments reached almost unimaginable levels before Rafael Nadal retired last year. The Spanish legend wore multiple timepieces exceeding $1 million throughout his career. His collaboration with Richard Mille produced 10 different models, including the $1.05 million RM 27-04 he wore while winning the 2020 French Open and 2022 Australian Open. At the 2024 French Open, Nadal sported the RM27-05 manual winding flying tourbillon valued at $1.1 million—watches that now resell for between $2 million and $3 million.

Zverev’s former sponsor Richard Mille remains legendary for extreme pricing. When Zverev was Richard Mille’s face, he wore the RM 67-02, an ultra-light automatic watch designed specifically for athletes and featuring German flag colors—a piece that retails around $350,000.

The Jewelry Game Gets Serious

Beyond watches, Aryna Sabalenka is also sponsored by Audemars Piguet and wore their $91,300 Royal Oak Offshore Selfwinding Chronograph while promoting her “Drinks On Us” campaign with Dobel Tequila just before the tournament began. Last year when she won the Open, Sabalenka collected her trophy in a pink gold Royal Oak Offshore from Piguet’s collection, set with 32 baguette-cut rainbow gemstones and valued at $114,000.

Jannik Sinner, a Gucci global brand ambassador, has been spotted carrying their $2,150 duffle bag—specially made in U.S. Open colors (yellow and blue)—and is expected to showcase it throughout the tournament starting with his Tuesday debut.

Recently at the Cincinnati Open, champion Carlos Alcaraz hoisted his trophy while wearing a $38,000 Rolex Cosmograph Daytona with a Tiffany-blue dial—a fitting tribute to the luxury ecosystem surrounding professional tennis.

Celebrity Courtside Game Matters Too

It’s not just the players bringing the heat. Last year, celebrities spotted in the stands included Kevin Hart alongside other A-listers wearing serious timepieces. John Mayer, Serena Williams, Travis Scott, Patrick Mahomes, and Simone Biles were all photographed wearing Audemars Piguet watches. Travis Kelce sported a Rolex Day-Date in 18K yellow gold with baguette-cut diamonds, while Jayson Tatum opted for a rose gold Patek Philippe. Roger Federer, freshly minted billionaire status and all, sat courtside in a rare Rolex Daytona 100th Anniversary 24 Hours of Le Mans Yellow Gold 40MM watch—estimated upwards of $250,000.

The Brand Infrastructure Behind The Glamour

The reason luxury brands saturate the U.S. Open? Multiple official partnerships structure the entire event. Tiffany & Co. renewed its multi-year partnership in 2023 to remain the official trophy supplier, crafting five separate sterling silver awards annually—two Singles Championship trophies standing 18 inches tall and weighing nine pounds each, plus three Doubles Championship trophies at 5.5 pounds each. This year, Tiffany created a pop-up experience featuring a one-of-a-kind diamond-studded tennis racket (5 carats of diamonds) and a 24-karat gold vermeil tennis ball stitched with nearly 7 carats of diamonds.

Rolex has held the “official timekeeper” title since 2018, with branded clocks visible throughout the USTA Billie Jean King National Tennis Center. Polo Ralph Lauren serves as the official outfitter and fashion partner.

The convergence of elite athletic performance and luxury brand sponsorship transforms the U.S. Open into a glittering marketplace where six-figure accessories aren’t exceptions—they’re the baseline expectation.