The Culture of Rolex at the US Open

This year’s US Open tournament is right around the corner, and one of its premier sponsors sets the tone for the whole event. This Grand Slam tennis tournament attracts elite competitors and A-list attendees from across the globe to witness a truly special showcase of the best tennis around. Along with the Australian Open, French Open, and Wimbledon, the US Open completes the quartet of Grand Slam tournaments on this year’s professional tennis calendar.

The event also celebrates exciting updates this year, as Arthur Ashe Stadium is currently in the midst of a full-scale renovation and modernization effort. While the complete renovation will not be complete until the 2027 US Open, this year’s tournament visitors will enjoy a new seating bowl, additional hospitality areas, and more luxury seating options to choose from. Estimated to cost $800 million, this stadium upgrade is certain to delight fans who desire a more upscale experience while watching world-class tennis.

Tennis in general has long been associated with luxury, and the US Open is no exception. Set against the glamorous backdrop of the Big Apple, this New York City event is an opportunity for the United States to showcase one of its most cosmopolitan cities. Within the Billie Jean King National Tennis Center itself, high-end fashion takes center stage. Countless celebrities attend the US Open each year and are photographed showing off luxurious styles and chic accessories. We are always on the lookout for luxury watches on the wrists of US Open fans, whether they are Hollywood stars or simply street style masters.

There is one luxury brand, however, that stands out from the rest when it comes to tennis. Of course, we are talking about Rolex. From A-list attendees to the athletes themselves, Rolex timepieces are a popular choice on and off the court. Furthermore, Rolex is the official timekeeper of the US Open. When you turn on the TV or settle into your stadium seat, you will likely catch a glimpse of the Rolex clock high up on the stadium’s walls.

Rolex has played a key role in professional tennis for many years. Join us as we explore this iconic partnership, discussing the culture of Rolex watches at the US Open and ways that you can channel these stunning styles on your own wrist.

The US Open is a dynamic, lively event where the energy from the fans is unparalleled in the world of tennis. In many of the games, especially as the tournament progresses, every seat in Arthur Ashe stadium is packed. As the players wind up to serve, a hush falls over the crowd: No one dares disrupt the focus of these elite athletes. All of a sudden, cheers break out. An ace!

Every exciting moment at the US Open is memorialized and recorded by Rolex, the event’s official timekeeper. Rolex partnered with the United States Tennis Association (USTA) to forge this relationship in 2018. Since then, the Swiss watch brand has taken charge of timekeeping at this intense, electric competition.

Since taking over timekeeping for the US Open, Rolex is now the official partner of all four Grand Slam events, making it the definitive source for timepieces in the world of tennis. This legacy began in 1978, when Rolex cemented its partnership with the Wimbledon tennis tournament, which takes place in England. The company is also an official partner of the ATP (men’s) and WTA (women’s) leagues.

Swiss tennis great Roger Federer was one of Rolex’s first major partners in the tennis space. Although Federer has since retired from tennis, his legacy lives on, both as a Rolex partner and a tennis champion. His highly visible alliance with Rolex became an example to many key athletes today, ushering in a new generation of Rolex lovers both in and out of this sport. One of Federer’s favorite timepieces is reportedly his engraved Rolex Sky-Dweller.

Tennis is far from the only sport on which Rolex has left its mark. Rolex is also the official timekeeper for the U.S. Open of golf, the third men’s major of the season on the PGA Tour. Many consider golf’s U.S. Open one of the most complex and challenging faceoffs on the entire calendar. In addition to being the event’s official timekeeper, Rolex has partnered with many professional golfers and has made a name for itself in this gentleman’s sport as well.

For example, modern golfers who have displayed an affinity for the Rolex brand include Justin Thomas, Brooks Koepka, John Rahm, Scottie Scheffler, and others. Tiger Woods is another well-known brand ambassador. Wind back the clock even further, and you will see major household names like Jack Nicklaus, Gary Player, and Arnold Palmer make the list of golfers who love Rolex timepieces.

Rolex also has robust involvement in athletic competitions like equestrian, yachting, and motorsports. The brand’s versatile yet timeless creations appear to resonate across disciplines, making a mark on high-performance athletes across the globe.

Take a closer look at the elite tennis players who love Rolex watches. From men’s singles champions like Carlos Alcaraz and Jannik Sinner to women’s tennis stars like Coco Gauff and Iga Swiatek. Their sophisticated styles perfectly bridge the gap between athletic excellence and professional versatility. A Rolex watch looks just as apt on the wrist of a tennis star hoisting a trophy overhead as it will on your wrist for your next important meeting or five-star dinner.

The young Spaniard has been a dominant force on the ATP tour as he fights for first place alongside German Alexander Zverev and Italian Jannik Sinner. He is an avid Rolex fan and has been photographed wearing elite Rolex timepieces both on the tennis court and off it. Alcaraz’s most famous Rolex has even been nicknamed after him: an 18K yellow gold Rolex Daytona with a turquoise dial that he has worn while celebrating a few different major tournament wins. His unique platinum Daytona, fit with an ice blue dial and diamond-set bezel, also recently made headlines. Its Arabic language hour markers also make it especially engaging.

Like Carlos Alcaraz, Jannik Sinner is an exceptional and young tennis player. His prowess at just 24 is unlike almost anything we have seen on the court before. Watching him play is a privilege and a pleasure, and watching him raise a trophy over his head while wearing a Rolex watch is the cherry on top. For his back-to-back Wimbledon wins, Sinner chose a rose gold “Sundust” Daytona with a flexible, black Oysterflex strap. It is clear that the Daytona, which boasts a rich motorsports history, is having a moment in the tennis world as well. Sinner has also been photographed wearing an iconic two-tone Rolex Submariner with a blue dial.

American women’s tennis star Coco Gauff is currently ranked fourth on the WTA tour, which is proving intensely competitive (even more so than the men’s tour). Separated by just a few points from rivals like Jessica Pegula and Aryna Sabalenka, Gauff is battling for a top spot as seeding begins soon for the US Open tournament. She has been a Rolex partner since 2019, when she signed with the brand after a breakout win against Venus Williams. Of all the Rolex watches Gauff has worn, her discontinued Oyster Perpetual “Red Grape” model is perhaps the most iconic. She has been seen wearing it after wins at both Wimbledon and the US Open.

Polish tennis champion Iga Swiatek has been among the top-ranked women on the WTA for years. She became a Rolex partner in 2021, and her favorite watches include diamond-set feminine creations in the Datejust line as well as the more unique Rolex 1908 timepieces. She loves showing off some glitz and glamour to go with her tennis trophies, and her collection of Rolex watches is one of the best in the game.

Here at Avi & Co., we specialize in renowned luxury watch brands from around the globe, including Rolex, Richard Mille, Audemars Piguet, and Patek Philippe. Our three showrooms are stocked with glamorous accessories and collectible timepieces that you will be thrilled to fasten around your wrist. Do not forget to explore our own Avi & Co. watch lines as well as our decadent Diamonds by Avi & Co. jewelry line, perfect for the sophisticated modern woman, when you visit. From the tennis court to the boardroom, we have the accessories you need.

Make an appointment today to shop with us in person today. We cannot wait to offer you a warm welcome into our Avi & Co. family.