For retailers and manufacturers, it highlights a growing consumer appetite for accessories that fuse performance with personal storytelling.
The 2025 US Open may be a contest of serves and volleys, but it has also become a prime stage for luxury brands. This year’s tournament has evolved into a high-visibility platform for timepieces, fine jewellery and even crystal collectables, products that resonate far beyond the court and into consumer aspiration.
On the men’s side, Alexander Zverev made headlines with a £340,000 Bugatti watch, while players such as Andrey Rublev and Lorenzo Musetti also sported timepieces worth hundreds of thousands. For brands, these moments underline the value of strategic endorsements: when world-class athletes wear luxury accessories under global media glare, audiences are not just admiring the sport—they are admiring the merchandise.
In women’s tennis, the story is even more compelling. While the legendary “tennis bracelet” was born at the 1987 US Open, today’s players are elevating the on-court jewellery narrative. Stacked chokers, layered diamond necklaces and multiple earrings show that fine jewellery can be both aspirational and practical in high-performance settings. For retailers, this shift matters: jewellery is being repositioned from an occasional indulgence to a versatile lifestyle essential—equally at home court side as it is at a formal dinner.
World No. 1 Aryna Sabalenka has provided a case in point. Her Material Good pieces this year were more than accessories—they carried symbolic weight. Every element referenced her eighth appearance at the tournament, from the eight-stone diamond choker to the cushion-cut tourmaline set in eight prongs. For retailers, this represents a playbook for modern consumer demand: products that carry personal significance, tell a story, and align with individual milestones.
For the trade, the lesson is clear. Consumers increasingly expect luxury to be wearable, meaningful and adaptable. The US Open demonstrates how jewellery and watches are no longer ornamental sidelines but central to lifestyle expression. The opportunity lies in marketing collections not just as beautiful objects, but as emotionally resonant, versatile symbols of personal achievement.
The tennis may determine champions, but for the jewellery and watch industries, the real victory lies in capturing the consumer imagination—both on and off the court.