Luxury Timepieces And Custom Gems: Inside The World Of High-Fashion Tennis At The 2025 U.S. Open

The Glittering Court: Where Haute Horology Meets Professional Tennis

The 2025 U.S. Open showcases more than just athletic prowess on the court. Elite tennis competitors are turning the tournament into a luxury brand showcase, with wrist bling and bespoke jewelry collections valued in the hundreds of thousands of dollars. From custom diamond pieces to rare timepieces, the intersection of professional tennis and high-end fashion has never been more visible. Polo Ralph Lauren’s role as the official outfitter and fashion partner of the U.S. Open further reinforces how luxury brands have become integral to the tournament’s identity, with both players and spectators embracing elevated fashion standards.

Diamonds, Custom Gems, And Statement Jewelry

No. 1-ranked Aryna Sabalenka made a striking statement in her opening match, adorning herself with an impressive collection of custom diamond jewelry from Material Good. The pieces—crafted specifically to commemorate her eighth U.S. Open appearance—included a choker featuring eight pear-cut stones (a mix of seven white diamonds and one imperial topaz), a tourmaline necklace studded with eight small diamonds, and matching drop earrings. While exact retail pricing for custom pieces remains undisclosed, comparable Material Good creations typically range from $2,800 to $13,400.

Women’s No. 6 Madison Keys has become Brilliant Earth’s inaugural athlete ambassador, sporting a custom $1,350 gold medallion bearing her name. The pendant features a four-leaf clover design on one side, complemented by nine diamonds along the perimeter and embossed charms—a horseshoe, sun, moon, heart, and key—on the reverse.

Ukrainian player Elina Svitolina (ranked No. 12 in women’s rankings) competed while wearing the Spirit of Big Bang Steel Pavé diamond watch valued at $24,000. Jessica Pegula, the No. 4-ranked player and daughter of billionaire Terrence Pegula, displayed the DB28xs Starry Seas timepiece from De Bethune, a Swiss manufacturer, priced at approximately $90,000 during both her mixed doubles and singles competition appearances.

The Timepiece Wars: Which Brands Are Dominating?

Watch sponsorships have become a defining element of professional tennis culture. The landscape reveals a clear hierarchy: seven of the world’s top 10 players wear pieces bearing a particular luxury brand’s insignia.

Andrey Rublev, ranked No. 15 among men’s players, recently transitioned his sponsorship partnership and unveiled what appears to be the $180,000 titanium Orb model at Wimbledon—a piece he again displayed during his opening match against Dino Prižmić at this year’s U.S. Open.

Italian sensation Jannik Sinner, currently paired with Rolex as his timepiece partner, carried a $2,150 Gucci duffle bag in U.S. Open colors (yellow and blue) for his tournament debut. Sinner’s previous victories have seen him wearing Rolex pieces valued between $18,000 and $40,000 depending on the model. Tommy Paul will debut the DB28xs Steel Wheels (retail $90,000), while Emma Navarro, daughter of billionaire Ben Navarro and ranked No. 11, wore an identical De Bethune model to Pegula.

Andrea Vavassori, who secured the mixed doubles championship last week, received his trophy while wearing a Gerald Charles Maestro GC Sport Royal Blue watch, retailing for $18,000.

Historical Context: When Timepieces Become Investment Assets

The price ceiling for tennis-worn luxury watches extends into the millions. Rafael Nadal, during his storied career, frequently wore Richard Mille creations valued between $1 million and $3 million. His collaborative pieces with the Swiss manufacturer—including the $1.05 million RM 27-04 worn during his 2020 French Open and 2022 Australian Open victories—now command between $2 million and $3 million on secondary markets. The legendary player’s most recent public appearance in the sport featured the RM27-05 manual winding flying tourbillon, estimated at $1.1 million.

Men’s No. 3 Alexander Zverev has a custom collaboration with Richard Mille: the RM 67-02, an ultra-lightweight automatic timepiece in German flag colors, priced at approximately $350,000. Previous U.S. Open champions have set benchmarks as well—when Sabalenka captured the trophy last year, she accepted it while wearing a pink gold Royal Oak Offshore model set with 32 baguette-cut rainbow gemstones, valued at $114,000.

Beyond The Players: Celebrity Watch Culture At The Open

The luxury watch phenomenon extends into the stands. Last year’s U.S. Open tournament saw numerous celebrity attendees displaying haute horlogerie collections. Travis Kelce wore a Rolex Day-Date model in 18K yellow gold with baguette diamonds, Jayson Tatum displayed a rose gold Patek Philippe timepiece, and Roger Federer—newly minted billionaire—was spotted wearing the rare Daytona 100th Anniversary 24 Hours of Le Mans in yellow gold (40MM), estimated to exceed $250,000. Musical artist John Mayer and athletes like Simone Biles, Patrick Mahomes, and others were photographed in pieces from the same luxury manufacturer that sponsors multiple tournament competitors.

The Tournament’s Own Luxury Partnerships

Beyond individual player sponsorships, the U.S. Open itself has cultivated significant luxury brand relationships. Tiffany & Co. renewed its multi-year partnership in 2023, maintaining its position as the official trophy partner. The brand annually crafts five bespoke sterling silver awards—two singles championship trophies (each 18 inches tall, nine pounds) and three doubles trophies (each 5.5 pounds). This year’s pop-up experience features a one-of-a-kind tennis racket adorned with 5 carats of diamonds alongside a 24-karat gold vermeil tennis ball stitched with approximately 7 carats of diamonds.

Rolex has served as the event’s “official timekeeper” since 2018, with branded timepieces and clocks visible throughout the USTA Billie Jean King National Tennis Center. Polo Ralph Lauren continues its tenure as the official outfitter and fashion partner, a role that emphasizes the tournament’s commitment to elevated aesthetics and luxury presentation alongside sporting excellence.