Phoenix 24
Beyond tennis, a competition for prestige unfolds.
New York, United States.
The 2026 US Open became more than a showcase of elite tennis as luxury watchmakers transformed the tournament into an international stage for craftsmanship, exclusivity and brand visibility. From Alexander Zverev’s championship celebration to Carlos Alcaraz’s rare Rolex and the extraordinary timepieces worn by celebrities, the event demonstrated how professional sport intersects with the global luxury industry. According to Quaid Walker, chief executive of watch marketplace Bezel, the tournament has become an important occasion for collectors to observe watches both on the court and in the stands. The spectacle extended well beyond the final score.
Alexander Zverev attracted attention after winning the men’s championship against Ben Shelton. During competition, the German player wore a Jacob & Co. Epic X Skeleton, but he switched to the brand’s The World Is Yours Dual Time Zone Tourbillon for the trophy ceremony. Its globe-shaped dial reproduces geographical details, while a central tourbillon completes a rotation every 30 seconds. The change illustrates how championship celebrations provide watchmakers with valuable international exposure.
Carlos Alcaraz brought a different kind of exclusivity to New York. The Spanish tennis star wore a Rolex Daytona Le Mans, introduced in 2023 to commemorate the centenary of the legendary French endurance race. Distinguished by a red 100 marking on its black ceramic bezel, the discontinued model commands more than €200,000 on the secondary market. Its limited availability has made it a highly sought-after piece among collectors.
Roger Federer also contributed to the tournament’s horological appeal. The retired Swiss champion appeared wearing a Rolex Oyster Perpetual 41 Jubilee during his induction into the International Tennis Hall of Fame. Its colorful dial, produced through a complex printing process, reflects the growing importance of distinctive design in contemporary watch collecting. Federer’s longstanding association with Rolex reinforces the commercial relationship between sporting achievement and luxury branding.
Other players demonstrated the diversity of high-end watchmaking. Croatia’s Donna Vekić wore an F.P. Journe Élégante, whose electromechanical movement enters standby mode when the watch is not being worn. Ukrainian player Marta Kostyuk selected a Patek Philippe Aquanaut Luce featuring a diamond-set bezel. Their choices brought independent craftsmanship and traditional Swiss watchmaking into a sporting environment increasingly associated with luxury accessories.
Celebrity appearances expanded the display considerably. Rapper Travis Scott wore a Richard Mille RM 75-01 Flying Tourbillon Sapphire valued at more than €2 million, while actor Brad Pitt appeared with a vintage Patek Philippe Calatrava reference 2526. Model Kaia Gerber opted for a yellow-gold Cartier Panthère, illustrating a different expression of understated luxury.
The tournament revealed how watches operate simultaneously as precision instruments, collectible assets and symbols of personal identity. Their visibility benefits from global broadcasts that repeatedly place athletes and celebrities before international audiences. Yet the distinction between sporting performance and commercial exposure remains important.
At Flushing Meadows, the trophies recognized achievement on the court. The watches revealed another competition, one in which heritage, technical innovation and exclusivity shape the international luxury market.
Phoenix24: journalism without borders. / Phoenix24: periodismo sin fronteras.