The Glitter And Glamour: How The World's Elite Tennis Athletes Flaunt Seven-Figure Luxury Watches At The U.S. Open

When Wristwear Becomes A Status Symbol

The 2025 U.S. Open isn’t just about serves and forehands—it’s equally a showcase of premium horology and bespoke jewelry worth millions collectively. As the sport’s most elite competitors take the court, their timepieces and accessories tell their own stories of sponsorship deals, personal taste, and astronomical price tags that would make most collectors pause.

The Players And Their Precious Wrists

Titanium Timepieces And Championship Moments

Men’s No. 15 Andrey Rublev made headlines not just for his victories but for the premium accessories adorning his wrist. Having switched watch allegiances from Bvlgari to Vanguart this year, Rublev debuted a striking titanium Orb timepiece valued at $180,000—the same piece he first wore at Wimbledon. That $180K investment followed him to his Monday triumph against Dino Prižmić, making it one of the tournament’s most talked-about accessories. Meanwhile, Ukrainian women’s No. 12 Elina Svitolina chose the Spirit of Big Bang Steel Pavé from Hublot, a $24,000 diamond-studded chronograph bearing the same prestige as Novak Djokovic’s watch collection.

Bespoke Gems And Custom Commendations

World No. 1 Aryna Sabalenka took customization to the next level for her eighth U.S. Open appearance. Working with Material Good, she crafted an entire collection of custom diamond pieces specifically to commemorate the milestone. Her collection included a pear-cut choker featuring seven white diamonds and one imperial topaz stone, a tourmaline necklace adorned with eight diamonds, and matching drop earrings. While custom pricing remains opaque, comparable Material Good pieces retail between $2,800 and $13,400.

Heritage Watches And Athlete Endorsements

Jessica Pegula, women’s No. 4 and daughter of billionaire Terrence Pegula, graced the singles competition wearing De Bethune’s DB28xs Starry Seas—a Swiss masterpiece retailing around $90,000. Emma Navarro, the No. 11-ranked player and daughter of another billionaire, opted for the identical timepiece during her Sunday appearance. American prospect Tommy Paul will debut the brand’s DB28xs Steel Wheels variant when he takes the court Tuesday.

Italian mixed-doubles champion Andrea Vavassori, who claimed the U.S. Open doubles title alongside Sara Errani, received his trophy in style—adorned with a Gerald Charles Maestro GC Sport watch in Royal Blue, valued at $18,000. Meanwhile, No. 1 Jannik Sinner, serving as Gucci’s global brand ambassador, has been previewed with the brand’s new $2,150 duffle bag in U.S. Open yellow and blue colorways.

The Sponsorship Ecosystem: Rolex, Audemars Piguet, And Beyond

The luxury watch industry has woven itself deeply into professional tennis. Rolex dominates the player roster, sponsoring seven of the top 10 male and female competitors. Sinner previously wore a $40,000 Daytona after his Wimbledon victory, and donned an $18,000 GMT Master II ‘Root Beer’ when capturing last year’s U.S. Open crown. Sabalenka, sponsored by Audemars Piguet, has displayed the brand’s Royal Oak Offshore collection extensively—most notably a $114,000 pink gold piece set with 32 rainbow gemstones when she won last year’s title.

Men’s No. 3 Alexander Zverev represents Richard Mille’s sporting ambitions, wearing the RM 67-02, a $350,000 ultra-light automatic crafted in German flag colors.

When Seven Figures Become The Norm

Premium watch collecting in professional tennis has reached astonishing heights. Rafael Nadal, the sport’s recently retired legend, amassed a collection of Richard Mille timepieces that would humble most collectors. His RM 27-04, worn during his 2020 French Open and 2022 Australian Open victories, carried a $1.05 million price tag. The RM27-05 manual-winding flying tourbillon that graced his wrist at the 2024 French Open commanded $1.1 million—though today these collector’s items fetch between $2 million and $3 million on the secondary market.

Beyond The Players: Celebrity Spectators And Trophy Partners

The glamour extends beyond athletes. Last year’s U.S. Open crowd featured John Mayer, Serena Williams, Patrick Mahomes, and Simone Biles all sporting Audemars Piguet watches. Travis Kelce arrived in 18K yellow gold Rolex Day-Dates studded with baguette diamonds. Roger Federer, newly minted billionaire, wore what’s estimated to be a quarter-million-dollar Daytona 100th Anniversary piece.

The tournament itself maintains luxury partnerships: Tiffany & Co. crafts five sterling silver trophies annually while hosting a pop-up featuring a five-carat diamond-studded tennis racket. Rolex serves as the official timekeeper since 2018, with branded clocks throughout the USTA Billie Jean King National Tennis Center. Polo Ralph Lauren anchors the event as official fashion partner.

Madison Keys, now Brilliant Earth’s first athlete partner, debuted a $1,350 custom gold medallion necklace featuring her namesake and four-leaf clover alongside intricate charms.