The US Open has always been more than just a tennis tournament. While players battle for points, prestige and prize money, the courts of Flushing Meadows turn into a glittering runway for luxury brands. Watchmakers, jewelry houses and fashion giants use the spotlight to stage their products in front of millions worldwide. As G.business by citing Renewz.
Zverev’s million-dollar look and the rivalry of watchmakers
World No. 3 Alexander Zverev made headlines not only with his powerful game but also with his wristwear. After his second-round victory, he appeared with a Bugatti Tourbillon in rose gold by Jacob & Co., valued at $430,000.
Even more striking is his brand switch: earlier this year, Zverev left Richard Mille to sign with Jacob & Co. – a clear signal in the fiercely competitive luxury watch market. On court, he wore a black model from the Epic X line (ranging from $24,000 to $140,000), saving the million-dollar showpiece for the press room.
Ranking the most expensive pieces
Several players showcased timepieces worth six figures or more.
| Player | Model | Brand | Value (USD) |
|---|---|---|---|
| Alexander Zverev | Bugatti Tourbillon Rose Gold | Jacob & Co. | 430,000 |
| Andrey Rublev | Orb Titanium | Vanguart | 180,000 |
| Lorenzo Musetti | Overseas Perpetual Calendar Ultra-Thin | Vacheron Constantin | 100,000 |
| Jessica Pegula | DB28xs Starry Seas | De Bethune | 90,000 |
| Emma Navarro | DB28xs Starry Seas | De Bethune | 90,000 |
| Tommy Paul | DB28xs Steel Wheels | De Bethune | 90,000 |
| Alexander Bublik | UltraFino Carbon | Bianchet | 80,000 |
| Jannik Sinner | Cosmograph Daytona “Sundust” | Rolex | 40,000 |
| Carlos Alcaraz | Cosmograph Daytona Yellow Gold | Rolex | 38,000 |
| Iga Świątek | Datejust Oyster Everose Gold | Rolex | 37,600 |
| Novak Djokovic | Big Bang Unico Blue | Hublot | 25,200 |
Sparkling side roles: Labubus and diamonds
It was not only watches that caught the eye this year. Naomi Osaka made waves when she carried several Labubu figures adorned with Swarovski crystals onto the court, each valued at around $500. With playful names like “Billie Jean Bling” and “Andre Swagassi”, the dolls quickly became a cult object around the tournament.
Jewelry also played a prominent role:
- Jessica Pegula paired her watch with diamond necklaces and rings by gorjana.
- Aryna Sabalenka wore bespoke diamond jewelry from Material Good, including a necklace featuring eight stones to symbolize her eight US Open appearances.
- Amanda Anisimova appeared in Tiffany Hardware pieces worth over $10,000.
- Madison Keys debuted as the first athlete outfitted by Brilliant Earth, sporting a personalized medallion necklace ($1,350).
Luxury in the stands
The extravagance wasn’t limited to players. Celebrities in the audience also flaunted their collections:
- Former baseball star CC Sabathia wore a Rolex Daytona “Giraffe” ($360,000).
- NBA player Donovan Mitchell sported a Patek Philippe Nautilus ($380,000).
- Actor Steve Carell opted for a platinum Rolex Cosmograph Daytona ($130,000).
Background: Sponsorship power and brand politics
Luxury has become inseparable from the US Open’s identity. Rolex has been the official timekeeper since 2018, Tiffany & Co. designs the trophies, and Polo Ralph Lauren dresses the officials.
Almost every top player today has a contract with a watchmaker. Sponsorship is no longer a side show – it is a billion-dollar advertising machine, using tennis as a global stage for influence and prestige.
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