Tennis's Luxury Game: How Top Players Flaunt Millions in Custom Gems and Premium Timepieces

The Accessory Arms Race at the 2025 U.S. Open

The courts aren’t the only battleground this season—luxury accessories have become an extension of tennis stardom. As elite players compete in the early rounds, their wrists, necks, and shoulders tell a story of high-octane sponsorships and custom-made opulence, with some pieces commanding six-figure price tags.

Who’s Wearing What: A Breakdown of the Prize Jewels

Watch Dominance: The Rolex Effect

Rolex remains the unofficial uniform of the professional circuit. Seven of the top 10 men’s and women’s players are sponsored by the Swiss giant, making it virtually impossible to escape the brand at any major tournament. Sinner, currently ranked No. 1 among men, wears Rolex as his official timekeeper—he sported a Daytona valued near $40,000 after capturing Wimbledon in July. When he claimed the U.S. Open title last year, he lifted the trophy in a GMT Master II ‘Root Beer’ model retailing for approximately $18,000.

Men’s No. 15 Andrey Rublev made waves this year by switching from Bvlgari to Vanguart, debuting a $180,000 titanium Orb timepiece—the same ultra-premium piece he unveiled at Wimbledon. That watch powered him to victory in his opening-round matchup against Dino Prižmić.

The Audemars Piguet Contingent

Sabalenka, holding the women’s No. 1 ranking, carries her sponsorship with Audemars Piguet, recently sporting a $91,300 Royal Oak Offshore Selfwinding Chronograph during promotional appearances. When she captured the U.S. Open title last year, she collected the trophy adorned in a pink-gold Royal Oak Offshore piece embedded with 32 baguette-cut rainbow gemstones, valued at $114,000.

Other Notable Timepieces

Ukrainian player Elina Svitolina (women’s No. 12) stepped onto the court Monday wearing Hublot’s Spirit of Big Bang Steel Pavé diamond watch, priced at $24,000—the same brand backing Novak Djokovic’s wrist. Italian mixed-doubles champion Andrea Vavassori received his trophy while sporting a Gerald Charles Maestro GC Sport in Royal Blue, retailing for $18,000.

Jessica Pegula (women’s No. 4) and fellow American Emma Navarro both wore De Bethune’s DB28xs Starry Seas timepiece, valued around $90,000. American player Tommy Paul will wear the same brand’s DB28xs Steel Wheels model, also priced at $90,000, during his Tuesday match.

Custom Gems and Designer Collaborations

Sabalenka’s Eight-Diamond Tribute

The No. 1 women’s player commemorated her eighth U.S. Open appearance with an all-custom jewelry set from Material Good. Her collection featured a choker with eight pear-cut stones (seven white diamonds and one imperial topaz), a tourmaline piece with eight small diamonds, and matching drop earrings each containing eight diamonds. While exact pricing isn’t disclosed for custom pieces, Material Good’s comparable designs range from $2,800 to $13,400.

Madison Keys’ Personalized Line

Madison Keys (women’s No. 6) made history as Brilliant Earth’s inaugural athlete ambassador. During her matches, she wore a custom $1,350 gold medallion necklace bearing her name, featuring a four-leaf clover on the front and embossed symbols—horseshoe, sun, moon, heart, and key—adorning the reverse with nine diamonds along the perimeter.

Interestingly, the emergence of players like Madison Keys and Emma Navarro showcasing distinct jewelry partnerships highlights how the accessory market has diversified beyond traditional watch sponsorships, creating parallel lanes of luxury branding.

Beyond the Court: Gucci’s Debut in Tennis

No. 1 Jannik Sinner, serving as a Gucci global ambassador, has been photographed with the brand’s newly released $2,150 duffle bag, crafted in U.S. Open signature colors—yellow and blue. The piece is expected to make an appearance when Sinner debuts his tournament run on Tuesday.

The Historical Ceiling: What Extreme Luxury Looks Like

Rafael Nadal, the recently retired legend, held the record for the most expensive on-court timepieces. Throughout his career, he rotated multiple Richard Mille watches valued at $1 million each. His collaborative designs with the Swiss manufacture included the RM 27-04 ($1.05 million), worn during his 2020 French Open and 2022 Australian Open victories, and the RM27-05 manual winding flying tourbillon ($1.1 million), which he sported at the 2024 French Open. These pieces now command resale prices between $2 million and $3 million.

Alexander Zverev (men’s No. 3) collaborated with Richard Mille in 2018 to produce the RM 67-02—an ultra-lightweight automatic watch designed for athletes in German flag colors, priced at approximately $350,000.

The Celebrity Spillover Effect

U.S. Open spectators have become part of the luxury narrative. Last year’s audience included John Mayer, Serena Williams, Kevin Hart, Travis Scott, Patrick Mahomes, and Simone Biles—all spotted in Audemars Piguet watches. Travis Kelce wore a Rolex Day-Date in 18K yellow gold with baguette diamonds, while Roger Federer sat courtside in the brand’s rare Daytona 100th Anniversary 24 Hours of Le Mans model in yellow gold, estimated at over $250,000.

Tournament-Level Sponsorships

The luxury ecosystem extends beyond individual players. Tiffany & Co. renewed its multi-year partnership as the official trophy partner in 2023, handcrafting five sterling silver awards annually—two singles trophies (each 18 inches tall, nine pounds) and three doubles trophies (5.5 pounds each). The brand operates a pop-up experience displaying a one-of-a-kind diamond-studded tennis racket featuring 5 carats of diamonds alongside a 24-karat gold vermeil tennis ball stitched with nearly 7 carats.

Rolex has served as the “official timekeeper” since 2018, with branded clocks positioned throughout the USTA Billie Jean King National Tennis Center. Polo Ralph Lauren rounds out the partnership trifecta as the official fashion and outfitter partner.

The Bottom Line

What once seemed like simple sponsorships has evolved into a full luxury ecosystem. Whether it’s a $180,000 Orb gracing Rublev’s wrist or Sabalenka’s eight-diamond memorial pieces, these accessories represent far more than personal style—they’re visual markers of brand alignment, career milestones, and the astronomical economics of professional tennis in 2025.