The Luxury Timepiece And Jewelry Display At This Year's U.S. Open: Who's Wearing What

A Glittering Tournament Beyond The Court

The 2025 U.S. Open has become as much a stage for haute horlogerie and bespoke jewelry as it is for elite athletic performance. The world’s top-ranked tennis professionals are not just competing for trophies—they’re showcasing six-figure watches and custom gem-studded pieces that rival the prize money at stake. This trend reveals how luxury brands have strategically embedded themselves into professional tennis culture.

The Watch Sponsors Controlling The Narrative

Rolex dominates the player roster, with sponsorship deals covering seven of the top 10 men and women competitors. The brand’s association with tennis dates back to its 2018 appointment as official timekeeper of the U.S. Open, a partnership that extends to visible branded clocks throughout the USTA Billie Jean King National Tennis Center.

Jannik Sinner, the world’s No. 1 men’s player and a Rolex-backed athlete, previously wore a Daytona valued at nearly $40,000 after his Wimbledon victory in July. His predecessor at the U.S. Open title, he adorned the GMT Master II ‘Root Beer’ ($18,000 retail) when collecting the trophy last year.

Aryna Sabalenka, the No. 1 women’s player, maintains a dual sponsorship reality. While backed by Audemars Piguet, who supplied her $91,300 Royal Oak Offshore Selfwinding Chronograph, she also turns to custom pieces. Last year’s U.S. Open trophy moment featured her in a pink gold Royal Oak Offshore adorned with 32 baguette-cut rainbow gemstones, retailing for $114,000.

The New Guard: Switch-Ups And Fresh Partnerships

Alexander Zverev, ranked No. 3 globally, pivoted this year from longtime sponsor Richard Mille to Jacob & Co., debuting a black timepiece from the brand’s Epic X line (retailing $24,000–$140,000) during his tournament run.

Andrey Rublev (No. 15) similarly switched allegiances, abandoning Bvlgari for Vanguart. He wore a $180,000 titanium Orb watch—the same ultra-premium piece he unveiled at Wimbledon—when defeating Dino Prižmić on Monday.

Beyond Watches: The Jewelry Arms Race

While watches capture headlines, jewelry partnerships are creating equally striking moments. Amanda Anisimova (No. 8) carries Tiffany & Co.'s Hardware Collection into competition, wearing gold-toned pieces exceeding $10,000 combined: two bracelets, earrings, and a pendant necklace worn during her Day 3 match.

Madison Keys (No. 6) bridges the gap between athlete and designer as Brilliant Earth’s first-ever athlete ambassador, debuting a custom $1,350 gold medallion necklace bearing her name. The piece features a four-leaf clover on one side and charms (horseshoe, sun, moon, heart, key) embossed on the reverse, accompanied by nine diamonds and tennis ball earrings as complementary pieces that reference her sport.

Sabalenka’s custom collection from Material Good marked her eighth U.S. Open appearance with commemorative pieces: a choker with eight pear-cut stones (seven white diamonds, one imperial topaz), a tourmaline necklace with eight small diamonds, and drop earrings featuring eight diamonds each. Similar Material Good pieces retail between $2,800 and $13,400.

Elina Svitolina (Ukraine, No. 12) wore Hublot’s Spirit of Big Bang Steel Pavé diamond watch ($24,000) during her Monday competition—the same brand sponsoring Novak Djokovic.

The Billionaire’s Accessory Circle

Jessica Pegula (No. 4), daughter of oil magnate Terrence Pegula, showcased Swiss watchmaker De Bethune’s DB28xs Starry Seas ($90,000) across both mixed doubles and singles matches. Emma Navarro (No. 11), offspring of billionaire Ben Navarro, wore the identical timepiece Sunday.

Tommy Paul, also sponsored by De Bethune, will debut the Steel Wheels variant (also $90,000) during his tournament progression.

The Sentimental Designer Touch

Jannik Sinner, appointed Gucci global brand ambassador, has been documented carrying a $2,150 Gucci duffle bag crafted in U.S. Open colors (yellow and blue), expected to make tournament appearances.

Andrea Vavassori, who captured the mixed doubles title with Sara Errani last Wednesday, accepted his trophy wearing a Gerald Charles Maestro GC Sport Royal Blue watch retailing at $18,000.

The Richard Mille Legacy: When Watches Become Collector’s Items

Zverev’s departure from Richard Mille ends a chapter defined by ultra-luxury. The brand had produced the RM 67-02 (approximately $350,000) in collaboration with Zverev in 2018, an ultra-light timepiece designed for athletes in German flag colors.

Rafael Nadal, before his 2024 retirement, wore multiple Richard Mille watches exceeding $1 million during competitions. His collaborations with the brand spanned 10 different models, including the $1.05 million RM 27-04 worn when winning the 2020 French Open and 2022 Australian Open. The RM27-05 manual winding flying tourbillon, valued at $1.1 million during the 2024 French Open, has appreciated to $2–3 million in today’s secondary market.

The Spectator Luxury Phenomenon

The stands themselves become a luxury showcase. Last year’s event featured John Mayer, Serena Williams, Kevin Hart, Travis Scott, Patrick Mahomes, and Simone Biles all wearing Audemars Piguet timepieces. Travis Kelce donned a Rolex Day-Date in 18K yellow gold with baguette diamonds, while Jayson Tatum appeared in rose gold Patek Philippe. Roger Federer, newly minted billionaire status confirmed, sat beside the Rolex CEO wearing the brand’s rare Daytona 100th Anniversary 24 Hours of Le Mans Yellow Gold 40MM watch, estimated north of $250,000.

The Official Infrastructure: Tiffany And Rolex’s Court Control

Tiffany & Co. renewed its multi-year partnership as official trophy supplier in 2023, crafting five sterling silver awards annually: two Singles Championship trophies (18 inches, nine pounds each) and three Doubles trophies (5.5 pounds each). The brand’s current pop-up experience showcases a one-of-a-kind tennis racket inlaid with 5 carats of diamonds and a 24-karat gold vermeil tennis ball featuring nearly 7 carats of diamonds.

Rolex has functioned as official timekeeper since 2018. Polo Ralph Lauren serves as the official outfitter and fashion partner, completing the luxury ecosystem surrounding professional tennis.

The convergence of timepieces, jewelry, and sponsorships has transformed the U.S. Open into a stage where athletic excellence and horological artistry perform in tandem.