Tennis Stars Flexing Six-Figure Watches and Custom Bling at U.S. Open

When the world’s best tennis players step onto the court, they’re not just bringing their A-game—they’re bringing serious hardware on their wrists and around their necks. The 2025 U.S. Open has become an unofficial luxury showcase, with competitors sporting watches and jewelry worth more than most people’s homes.

The $180K Titanium Watch and Other Eye-Watering Timepieces

Andrey Rublev made headlines rocking a $180,000 titanium Orb watch from Vanguart in his Monday victory. The Men’s No. 15 player switched sponsors this year and brought the same piece he debuted at Wimbledon to the U.S. Open court. But he’s far from alone in the luxury watch game—Rolex dominates the player rankings, sponsoring seven of the top 10 men and women competitors.

Jessica Pegula, Women’s No. 4, has been turning heads with her roughly $90,000 DB28xs Starry Seas timepiece from Swiss brand De Bethune. Tommy Paul and Emma Navarro (No. 11) are also sporting the same model. Meanwhile, Italian mixed doubles champion Andrea Vavassori celebrated his recent U.S. Open victory in a $18,000 Gerald Charles Maestro GC Sport watch in Royal Blue.

The watch game gets wild when you look at historical contexts. Rafael Nadal, who retired last year, used to flex Richard Mille watches valued at over $1 million each during tournaments. His RM 27-04, worn during the 2020 French Open, retailed at $1.05 million and now sells for $2-3 million on the secondary market.

Custom Diamonds and Designer Jewelry Stealing the Show

Aryna Sabalenka, ranked Women’s No. 1, celebrated her eighth U.S. Open appearance with a custom jewelry haul from Material Good that turned heads. Her collection featured a choker with eight pear-cut diamonds (seven white, one imperial topaz), a tourmaline necklace with eight small diamonds, and matching drop earrings. While custom pieces don’t have set retail prices, comparable Material Good jewelry ranges from $2,800 to $13,400.

Madison Keys, Women’s No. 6, took a different route as Brilliant Earth’s first-ever athlete partner. She wore a custom $1,350 gold medallion necklace designed specifically for her, featuring a four-leaf clover accented with nine diamonds and embossed charms including a horseshoe, sun, moon, heart, and key.

Elina Svitolina, Ukraine’s No. 12 player, wore a $24,000 Spirit of Big Bang Steel Pavé diamond watch from Hublot during her Monday match—the same brand that sponsors Novak Djokovic.

Brand Partnerships and the Luxury Ecosystem

Sabalenka maintains an Audemars Piguet sponsorship and wore a $91,300 Royal Oak Offshore Selfwinding Chronograph while promoting her recent “Drinks On Us” campaign with Dobel Tequila. Last year, she collected her U.S. Open trophy wearing a pink gold Royal Oak Offshore with 32 baguette-cut rainbow gemstones valued at $114,000.

No. 1 Jannik Sinner, a Gucci global ambassador, has been photographed with the brand’s new $2,150 duffle bag in U.S. Open colors (yellow and blue) and is expected to debut it when he plays Tuesday. Sinner also holds a Rolex sponsorship and wore a Daytona worth nearly $40,000 after winning Wimbledon. When he captured the U.S. Open title last year, he wore a Rolex GMT Master II ‘Root Beer’ retailing for $18,000.

Alexander Zverev, Men’s No. 3, rocks a Richard Mille collaboration—the RM 67-02 automatic watch designed in German flag colors, priced around $350,000.

The Celebrity Courtside Factor

Beyond the players themselves, the U.S. Open draws A-list spectators who bring their own luxury timepieces. Last year, Kevin Hart, Serena Williams, Travis Scott, Patrick Mahomes, and Simone Biles were all spotted wearing Audemars Piguet watches in the stands. For those interested in the full U.S. Open experience, Cincinnati tickets often provide connections to similar high-profile events. Roger Federer sat courtside wearing a rare Daytona 100th Anniversary 24 Hours of Le Mans Yellow Gold watch valued over $250,000, while Jayson Tatum went with a rose gold Patek Philippe and Travis Kelce chose a Rolex Day-Date in 18K yellow gold with baguette diamonds.

The Tournament’s Luxury Partnerships

Rolex has been the official timekeeper since 2018, with branded clocks throughout the USTA Billie Jean King National Tennis Center. Tiffany & Co. renewed its partnership through 2023 to remain the official trophy partner, crafting five sterling silver awards annually—including two Singles Championship trophies at 18 inches tall and 9 pounds each. The brand also installed a pop-up experience featuring a one-of-a-kind diamond-studded tennis racket (5 carats) and a 24-karat gold vermeil tennis ball stitched with nearly 7 carats of diamonds. Polo Ralph Lauren serves as the official fashion and outfitter partner.

The 2025 U.S. Open continues the tradition of being where serious money meets serious tennis—on both the court and in the stands.