Tennis Stars' Million-Dollar Wrists: How Elite Athletes Showcase Luxury at the U.S. Open

The $180K Timepieces and Custom Gems Dominating the Court

The athletes who wore the most eye-catching accessories at the 2025 U.S. Open did more than make a fashion statement—they turned the court into a runway for haute horlogerie and bespoke jewelry. From Andrey Rublev’s freshly minted $180,000 titanium Orb watch to Aryna Sabalenka’s custom diamond collection, the tournament became a showcase for some of the world’s most exclusive luxury items.

Rublev, ranked 15th, switched watch sponsors to Vanguart this year and debuted the high-ticket timepiece at Wimbledon before bringing it to New York. Meanwhile, Sabalenka, the world’s No. 1, marked her eighth U.S. Open appearance with a specially commissioned jewelry collection from Material Good. Her haul included a choker featuring eight pear-cut stones, a tourmaline necklace with eight small diamonds, and matching drop earrings—custom pieces typically ranging from $2,800 to $13,400 in retail value.

The Rolex Dynasty: When Seven of the Top 10 Wear the Same Brand

Rolex’s grip on professional tennis is nearly absolute. Seven players among the top 10 rankings sport Rolex timepieces, and Jannik Sinner—the Italian No. 1 and Rolex ambassador—wore a nearly $40,000 Rolex Daytona after his Wimbledon victory in July. When he claimed the U.S. Open title last year, he collected the trophy while wearing a Rolex GMT Master II “Root Beer,” valued at $18,000.

The athletes who wore De Bethune watches—including Jessica Pegula with her $90,000 DB28xs Starry Seas and fellow American Emma Navarro in an identical model—represented the Swiss watchmaker’s growing footprint in tennis sponsorships. Tommy Paul will debut the brand’s $90,000 DB28xs Steel Wheels when he competes Tuesday.

Beyond the Swiss powerhouses, Sabalenka counts Audemars Piguet as her sponsor and recently wore a $91,300 Royal Oak Offshore Selfwinding Chronograph while promoting her “Drinks On Us” campaign with Dobel Tequila.

When Custom Diamonds Beat Off-the-Rack Luxury

Madison Keys made history as Brilliant Earth’s first-ever athlete partner, competing while wearing a custom $1,350 gold medallion necklace bearing her name. The piece features a four-leaf clover on one side and nine diamonds along the outer edge, with horseshoe, sun, moon, heart and key charms embossed on the reverse.

Ukrainian Elina Svitolina, ranked 12th, chose the Hublot Spirit of Big Bang Steel Pavé diamond watch—a $24,000 statement piece that also adorns the wrist of Novak Djokovic, another Hublot-sponsored competitor.

The Richard Mille Question: Where Does It End?

The true luxury ceiling sits far above these six-figure pieces. Richard Mille watches have become the sport’s most extravagant accessory, with prices that defy logic outside the ultra-wealthy bubble. Alexander Zverev, men’s No. 3, collaborated with Richard Mille to create the RM 67-02, an ultra-light automatic watch designed for athletes in German flag colors that sells for approximately $350,000.

But even that pales next to the Richard Mille legacy left by Rafael Nadal, who retired last year after spending his career adorned in the brand’s masterpieces. Nadal and Richard Mille created 10 different watches together, including the $1.05 million RM 27-04 he wore when winning the 2020 French Open and 2022 Australian Open. At the 2024 French Open, he appeared in the RM27-05 manual winding flying tourbillon, valued at $1.1 million. Resale prices for vintage Nadal-era pieces now command between $2 million and $3 million.

When the Sidelines Match the Court

The luxury ecosystem extends beyond the players themselves. Last year, celebrities and athletes in the stands—Serena Williams, Kevin Hart, Travis Scott, Patrick Mahomes and Simone Biles—all wore Audemars Piguet watches. Travis Kelce sported a Rolex Day-Date in 18K yellow gold with baguette-cut diamonds, while Jayson Tatum chose a rose gold Patek Philippe. Roger Federer, newly minted billionaire, sat courtside in a rare Rolex Daytona 100th Anniversary 24 Hours of Le Mans Yellow Gold 40MM watch, estimated at over $250,000.

The Brands That Bankroll the U.S. Open

Luxury partnerships with the U.S. Open extend to the institution itself. Tiffany & Co. renewed its multi-year partnership in 2023 as the official trophy partner, crafting five separate sterling silver awards annually—two 18-inch, nine-pound Singles Championship trophies and three five-and-a-half-pound Doubles trophies. The brand operates a pop-up experience featuring a one-of-a-kind diamond-encrusted tennis racket with 5 carats of diamonds and a 24-karat gold vermeil tennis ball stitched with nearly 7 carats of diamonds.

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

The Gucci Moment: Sinner’s $2,150 Statement Piece

No. 1 Jannik Sinner, a Gucci global brand ambassador, has been photographed carrying the brand’s new $2,150 duffle bag made in U.S. Open colors—yellow and blue—and is expected to debut it during his Tuesday match. It’s a relatively modest accessory compared to the wrist-worn alternatives, but signals how even secondary accessories become part of the luxury narrative at sport’s highest level.

The 2025 U.S. Open ultimately reveals a truth: professional tennis has become less about the racket and more about what adorns the body. These athletes who wore the world’s most expensive watches and custom diamonds didn’t just play tennis—they modeled an entire economy of ultra-luxury that exists parallel to, and sometimes overshadows, the sport itself.