Ultra-Niche, Ultra-Luxe: The Unveiling of Luxury Watches at the 2024 US Open

The US Open, one of the most prestigious tennis tournaments in the world, has always been a spectacle not just for sports enthusiasts but also for fashion aficionados. This year, the event took place in New York at Flushing Meadows, drawing in crowds from all corners of the globe. Among the myriad of highlights, one trend stood out prominently: the opulent display of luxury watches worn by both players and spectators. These timepieces, often costing as much as a luxury car, have become a statement of style, wealth, and precision engineering. The tournament serves as a global stage where watchmakers can showcase their latest innovations, and this year was no exception.

Luxury watch manufacturers have long recognized the symbiotic relationship between tennis and high-end timepieces. The sport’s global reach and affluent audience make it an ideal platform for brands to gain visibility and prestige. As the tennis tours travel to wealthy cities like New York, Dubai, and Shanghai, the exposure these watches receive is unparalleled. Rolex, the official timekeeper of the US Open, may dominate the scene, but other niche luxury brands are making significant inroads. This year’s tournament saw an array of exquisite watches, each with its own unique story and craftsmanship, adorning the wrists of top players and celebrities alike.

Jessica Pegula, the American tennis star, made headlines not just for her on-court performance but also for the $99,000 De Bethune DB28XS Starry Seas watch she wore. This watch, with its intricate design and astronomical price tag, epitomizes the blend of art and engineering that defines luxury timepieces. Pegula’s choice underscores the growing trend of athletes serving as brand ambassadors for high-end watchmakers. Her De Bethune watch, with its celestial motif and advanced mechanics, turned heads and sparked conversations, highlighting how accessories can enhance a player’s image and marketability.

Grigor Dimitrov, another tennis luminary, was seen sporting a high-tech Bianchet Flying Tourbillon Grande Date. This watch, valued at $76,000, features a tourbillon mechanism that counteracts the effects of gravity, ensuring precise timekeeping. Dimitrov’s preference for such a technologically advanced timepiece showcases the evolving tastes of modern athletes who seek both functionality and flair. The Bianchet watch, with its sleek design and cutting-edge technology, perfectly complements Dimitrov’s dynamic playing style, making it a fitting accessory for the tennis court.

Rolex, the perennial favorite among luxury watch brands, continues to maintain its strong presence at the US Open. Roger Federer, a long-time Rolex collector and tennis legend, was spotted wearing a special edition watch celebrating the 60th anniversary of the Daytona and the 100th anniversary of the 24 Hours of Le Mans. This watch, with its rich history and impeccable craftsmanship, symbolizes the enduring legacy of Rolex in the world of sports. Federer’s choice reflects his deep connection with the brand and his appreciation for timeless elegance and precision.

Jannik Sinner, the number one ranked Italian player, also showcased his affinity for Rolex by wearing a classic two-tone Submariner with a blue dial. This watch, valued at $16,150, is renowned for its durability and water resistance, making it a practical yet stylish choice for an athlete. Sinner’s selection underscores the versatility of Rolex watches, which can seamlessly transition from the tennis court to high-profile social events. The Submariner’s robust design and iconic status make it a favorite among sports professionals and watch enthusiasts alike.

Andrey Rublev, the Russian tennis pro, opted for a unique ceramic Octo Finissimo model from Bulgari. This watch, with its skeletonized dial and tourbillon, exemplifies the innovative spirit of Bulgari. Rublev’s choice of a Bulgari watch highlights the brand’s growing influence in the world of luxury timepieces. The Octo Finissimo, with its minimalist design and advanced mechanics, represents a departure from traditional watchmaking, offering a fresh perspective on luxury and style. Rublev’s partnership with Bulgari signifies the brand’s commitment to pushing the boundaries of horological design.

Naomi Osaka, a four-time Grand Slam winner and Tag Heuer ambassador, co-designed her own limited edition watch for the brand. This customized Aquaracer model, featuring a green dial, continues the trend of personalized timepieces. Osaka’s involvement in the design process reflects her creative vision and her desire to leave a lasting impact on the world of fashion. The collaboration between Osaka and Tag Heuer showcases the potential for athletes to influence and shape the aesthetic direction of luxury brands, creating unique and memorable products.

Donna Vekic, the Croatian player, has been seen wearing the rainbow F.P. Journe Elegante 40 on multiple occasions during the tournament. This watch, with its vibrant colors and intricate design, stands out as a bold fashion statement. Vekic’s choice of an F.P. Journe watch underscores her penchant for distinctive and eye-catching accessories. The Elegante 40, with its combination of traditional craftsmanship and modern aesthetics, exemplifies the fusion of old and new in the world of luxury watches. Vekic’s preference for such a unique timepiece highlights the diverse tastes and styles of contemporary athletes.

Serena Williams, a long-time ambassador for Audemars Piguet, was seen in the stands wearing the Code 11.59 Blue Tourbillon model. Williams, known for her eclectic taste in watches, often switches between sporty and blinged-out models. Her choice of the Code 11.59, with its sophisticated design and complex mechanics, reflects her appreciation for both form and function. Williams’ association with Audemars Piguet highlights the brand’s commitment to excellence and innovation, making it a perfect match for one of the greatest athletes of all time.

The US Open provides a unique platform for luxury watch brands to reach a global audience. The tournament, with its mix of high-stakes competition and glamorous social events, offers an ideal setting for watchmakers to showcase their latest creations. The presence of luxury watches at the US Open not only enhances the prestige of the event but also elevates the profile of the brands involved. As tennis players become key ambassadors for these brands, the synergy between sports and luxury continues to grow, creating new opportunities for collaboration and innovation.

The trend of luxury watches at tennis tournaments is on the rise, with players becoming known for their fashion choices as much as their athletic prowess. The combination of tennis and luxury watches is a highly successful and mutually beneficial relationship. As the sport continues to attract a wealthy and discerning audience, the presence of high-end timepieces will only increase. The US Open, with its global reach and prestigious status, remains a prime opportunity for luxury watch brands to showcase their products and connect with a diverse and influential audience.