The Tennis World’s Love Affair With Luxury Watches

Tennis champions around the world have had a longstanding love affair with luxury watches – from Arthur Ashe’s iconic Rolex Day Dates to the horological partnership of the century in Rafael Nadal and Richard Mille, tennis and watches go together like peanut butter and jelly. 

But these players do not just wear these memorable accessories off the court. While they are battling out games, sets, and matches this summer at Wimbledon, the US Open, and beyond, players in this glamorous yet gladiatorial sport are sure to be sporting some notable wrist candy. 

So who pioneered the connection between tennis and luxury watches? From humble beginnings to jaw-dropping collaborations, we cover the ins and outs of haute horlogerie on the court. 

The game of tennis has been around for centuries, dating back perhaps as far as ancient Egypt – although the modern-day racket was introduced in the 16th century. There were tennis courts in both England and France in the 1800s, including on the expansive grounds of the palace of Versailles. But the official centennial of modern tennis was celebrated in 1973.

In the 1970s, Arthur Ashe was the tennis pro to know. His style turned heads on and off the court, and he routinely paired his picked-out Afro hairstyle with chic tank tops and top-of-the-line watches. In fact, his Rolex Day Date is an iconic piece that he was known to wear frequently.

Does the name Arthur Ashe ring a bell? It might be because his name was given to the main stadium on the US Open campus, where you might spot today’s tennis greats battling it out come September.

The Rolex Day Date is a classic Rolex model that has been favored by celebrities, famous athletes, and politicians for years. If you are looking to invest in a premier watch that mirrors the look of one of Arthur Ashe’s favorites, look no further than the Day Date 40 with a gold face.

But Arthur Ashe is far from the only tennis player who loves a luxurious piece of wristwear. From the 1970s to our current decade, the past fifty years of tennis have been rife with luxe paragons of horological achievement. 

The so-called “King of Clay,” Rafael Nadal initially did not want to wear a watch – and he certainly did not want to wear one on the court. But after meeting Richard Mille and becoming close friends with the hallowed watchmaker, Nadal was convinced. Together, Mille and Nadal collaborated to create the world’s lightest tourbillon at the time of its release: the Richard Mille RM 027.

Nadal has been quoted calling his Richard Mille watches a “second skin,” and he says he cannot imagine playing without them. So how did Richard Mille watches become synonymous with tennis? 

Key partnerships certainly played a role, but ultimately, incredible feats of modern engineering made all the difference. Richard Mille watches are notorious for what some call “ugly luxury” – although, of course, aesthetics are a matter of taste. Still, there is no arguing against the idea that Richard Mille watches diverge from typical dress watch construction of the ilk of industry perennials like Audemars Piguet, Patek Philippe, Rolex, and others.

Since 2010, Nadal and Mille have collaborated on 11 different watch models – and Nadal is far from the only tennis player wearing these Richard Mille masterpieces. In Melbourne, at the Australian Open, rising star Sebastian Korda was also photographed wearing a RM 67-02. 

The sporty, tech-savvy, and light nature of these watches makes them the perfect match for the game of tennis – and it seems that the sport’s biggest names agree. While Richard Mille watches can be a controversial topic, there is no doubt that these Swiss-made pieces are becoming as tied to tennis as the Polo Ralph Lauren uniforms for the ball fetchers. 

Richard Mille watches are certainly making a splash on courts around the world, but we simply cannot ignore the time-honored tradition of Rolex watches in the world of tennis. It is clear that Arthur Ashe’s Rolex Day-Date has stood the test of time – fifty years later, some of tennis’ most recognizable faces are sporting the iconic brand. 

Take Carlos Alcaraz, for instance, the youthful Spaniard who was pictured wearing a Rolex as he lifted the trophy at Wimbledon in 2023: 

And Alcaraz isn’t the only one. Tennis great Roger Federer has strong ties to Rolex as well – he has been seen sporting countless different models, including the Rolex Daytona, Sky-Dweller, and Yacht-Master II.

What makes Rolex watches such a great fit in the tennis world? Their impeccable construction is certainly part of the appeal, and strong metals like platinum and stainless steel make them ideal sporting watches. Many Rolex watches these days offer self-winding movement, lengthy power reserves, and more modern features that have contributed to these watches’ everlasting presence in the world of elite sports. 

It’s not just the men in tennis that are sporting striking watches on their wrists. The world of women’s tennis is just as rife with chic wrist accessories – and at the forefront of this movement was none other than tennis icon Serena Williams, whose ongoing partnership with Audemars Piguet has reached far beyond the court. 

In 2016, as Williams grasped her sixth Wimbledon singles title, she was photographed raising the Venus Rosewater dish – but the trophy was not even the blingiest item she was wearing. In this same photo, you might have glimpsed a striking watch gracing Williams’ wrist: the Audemars Piguet Royal Oak Offshore. 

Audemars Piguet is a heritage watchmaker who Serena Williams has loved for years, and her watch collection highlights some remarkable examples of Audemars Piguet watch prowess. If you are looking to mirror Serena Williams’ bold, iconic style, do not hesitate to look into an Audemars Piguet Royal Oak Offshore watch for your own collection. 

For instance, consider this model, which boasts a diamond bezel, a deep purple face, and chronograph complications that elevate it to the next level: 

But Serena Williams’ love for Audemars Piguet watches reaches far beyond the scope of tennis. As recently as the 2024 Met Gala, Williams has remained steadfast in her commitment to the brand, highlighting the vast breadth of this heritage watchmaker’s designs.

While Williams is now retired from the game of tennis, her passion for watches lives on in up-and-coming tennis names like Coco Gauff, who won her first US Open title in September 2023. When Gauff held up the trophy, many caught a glimpse of the discontinued Rolex “Red Grape” on her arm. The Oyster Perpetual model is another favorite of Gauff’s.  

For any luxury watch collector, the tennis world is clearly a space to watch – and summer is the perfect time to do it. With the French Open, Wimbledon, and the US Open all taking place in the span of about four months of warm weather, there are sure to be plenty of opportunities to spot this year’s hottest watches on the arms of some of the world’s most incredible athletes. 

From Richard Mille to Rolex, there will be no shortage of elite watches worn by tennis stars this year. And the best part? You, too, can take inspiration from the red clay of Roland-Garros and the grass courts of London. Whether you are looking for a sporty Richard Mille watch, a classic Rolex, or a heritage Audemars Piguet, Avi & Co. has it all. 

Did you catch sight of a watch that you simply must have while watching the tight battle between Radovcic and Raducanu? Chances are, we have it here at Avi & Co. With three upscale locations in Aspen, Miami, and New York City, we are here to help you discover the watch of your dreams. Make an appointment to stop by and see us today, and get ready to take your watch collection to the next level.