US Open Watches 2026: Every Timepiece on Court & the Rolex Partnership Explained

Rolex & the US Open: The Official Timekeeper

Walk into the USTA Billie Jean King National Tennis Center in Flushing Meadows during the US Open, and Rolex is everywhere. The signature green-and-gold clocks sit courtside on all 17 courts, including the 23,771-seat Arthur Ashe Stadium — the largest tennis venue in the world. Every time a television camera pans to show the match score, a Rolex logo appears. Every time the chair umpire glances at the clock between serves, it’s a Rolex. The brand doesn’t just tell the time at the US Open — it owns the time.

Rolex became the official timekeeper of the US Open in 2018, replacing Citizen, which had held the role for over a decade. The deal represented the final piece in Rolex’s Grand Slam puzzle. The Swiss watchmaker had already secured timekeeping partnerships with Wimbledon (since 1978, the longest-running relationship), the Australian Open (since 2008), and Roland-Garros (since 2006). Locking in the US Open meant Rolex became the only brand in history to serve as official timekeeper of all four Grand Slam tournaments simultaneously.

The financial terms of the US Open timekeeping deal are not publicly disclosed, but industry analysts estimate Rolex pays between $10 million and $15 million annually for the privilege — a figure that covers courtside branding, broadcast integration, digital presence, and exclusive on-site hospitality. For Rolex, which doesn’t disclose revenue figures but is estimated to generate over $10 billion in annual sales, the investment is a rounding error that delivers outsized brand exposure in the American market.

Rolex’s commitment to tennis extends far beyond timekeeping. The brand sponsors individual players, supports development programs, and maintains a visible presence at dozens of ATP and WTA events throughout the season. The US Open partnership is the crown jewel of this strategy — two weeks of prime-time television coverage in the world’s largest media market, with the Rolex name tied to every dramatic match point and historic moment. When you see those green clocks ticking down between points, you’re watching one of the most effective luxury marketing platforms in sports.

Every Watch Worn on Court at the US Open

The US Open is one of the best places in sports to spot high-end watches. Between warmups, press conferences, award ceremonies, and on-court play, some of the world’s best tennis players display timepieces ranging from $1,500 Seikos to six-figure haute horlogerie. Here’s every notable watch spotted at the tournament in 2026.

A few observations jump out from this list. First, Rolex dominates the men’s draw — Sinner, Alcaraz, and Gauff are all official ambassadors wearing current-production Rolex sport models. Second, the women’s side shows far more brand diversity and, arguably, more adventurous taste. Sabalenka’s rainbow-set AP and Pegula’s De Bethune are both statement pieces that would stand out at a watch collectors’ dinner, let alone a tennis court. Third, Djokovic’s Seiko remains one of the most interesting brand alignments in sports — the greatest male tennis player of all time wearing a $1,500 watch while surrounded by five-figure Rolexes.

The Most Expensive Watch at the US Open

The title of the most expensive US Open watch goes to Jessica Pegula and her De Bethune DB28xs “Purple Rain”, valued at over $100,000. De Bethune is one of the most exclusive independent watchmakers in the world, producing fewer than 300 watches annually from their workshop in L’Auberson, Switzerland. The DB28xs features De Bethune’s signature floating lugs, a titanium case with mirror-polished surfaces, and a hand-guilloched dial with a deep purple finish that gives the piece its nickname. At just 38.5mm and impossibly thin, it’s actually one of the more wearable haute horlogerie pieces — which explains why Pegula has been spotted wearing it during on-court warmups.

Pegula’s choice is notable for another reason: as the daughter of billionaire Terry Pegula (owner of the Buffalo Bills and Buffalo Sabres), she has no sponsorship obligation to wear any particular watch. The De Bethune is a genuine personal choice, which makes it one of the few watches at the US Open that’s not part of a commercial arrangement. Collectors appreciate De Bethune for its movement finishing and innovation — the brand pioneered the use of silicon and titanium in balance wheels — and Pegula wearing one on one of tennis’s biggest stages is quietly excellent marketing for the independent Swiss brand.

Close behind Pegula is Aryna Sabalenka’s Audemars Piguet Royal Oak Offshore “Rainbow”, a head-turning piece at approximately $65,000 or more depending on the specific reference. The “Rainbow” features a bezel set with multi-colored sapphires arranged in a gradient pattern around the AP’s iconic octagonal case. It’s bold, unapologetic, and perfectly suited to Sabalenka’s aggressive playing style and personality. If you’re curious about the broader AP lineup and pricing, our Audemars Piguet Price Guide covers every current reference.

The contrast with the low end is striking. Novak Djokovic’s Seiko Astron GPS Solar at roughly $1,500 is nearly 67 times cheaper than Pegula’s De Bethune. Djokovic has been a Hublot ambassador and wore Audemars Piguet before moving to Seiko — a brand that, while respected among watch enthusiasts, carries none of the luxury-market cachet of Swiss haute horlogerie. The move to Seiko aligns with Djokovic’s broader personal-brand positioning around practicality, technology, and doing things his own way. The Astron is also one of the most technically capable watches on this list: GPS-synced timekeeping, solar-powered movement, and titanium construction make it a legitimate sports instrument.

Why Tennis Players Wear Watches on Court

It’s a reasonable question: why would anyone wear a watch while playing professional tennis? The answer is a mix of contractual obligation, personal branding, and surprisingly sophisticated engineering.

Sponsorship contracts are the primary driver. Most watch sponsorship deals in tennis require the player to wear the watch in all “public-facing situations” — which includes press conferences, award ceremonies, practice sessions, and often warmups. Some contracts extend to on-court play during matches, though the specifics vary by deal. A player like Sinner, who is a full Rolex ambassador, is expected to have the watch visible whenever cameras are rolling. The financial incentives are substantial enough that most players comply without hesitation.

Engineering requirements for a tennis-worn watch are more demanding than you might expect. A professional forehand generates up to 40g of force at the wrist on impact — enough to challenge most mechanical movements. Watches designed for on-court use need shock resistance, lightweight construction (anything over 150 grams becomes noticeable during a three-hour match), and a secure bracelet or strap that won’t shift during play. This is one reason why Rolex’s Oyster case — built around shock-absorbing movement mounts — is so prevalent in tennis. The Rolex GMT-Master II that Sinner wears, for example, is rated for shock resistance well beyond what tennis produces.

Personal style statements round out the picture. Tennis has become a fashion-forward sport, and watches are part of the overall look. Players like Sabalenka and Pegula clearly choose watches that reflect their personal aesthetic, not just their sponsor obligations. The US Open, with its New York City setting and late-night drama under the Arthur Ashe lights, is the most fashion-conscious Grand Slam — and the watches on display reflect that energy. Some players do remove watches for actual match play but put them back on immediately after, ensuring the cameras capture the piece during the on-court interview or trophy ceremony.

US Open–Inspired Watches You Can Actually Buy

You don’t need a tennis sponsorship deal to wear one of the watches seen at the US Open. Here are the best picks at every budget — each one a model actually worn by a player at the tournament.

Rolex’s Tennis Ambassador Roster

Rolex doesn’t just put clocks on courts — it builds long-term relationships with the sport’s biggest names. The brand’s current tennis ambassador roster is arguably the strongest in the industry, spanning both the ATP and WTA tours. Here’s who wears what.

The pattern is clear: Rolex is investing in the next generation. Sinner (24), Alcaraz (23), Gauff (22), Swiatek (25), and Rune (23) are all under 25, replacing the brand’s previous generation of ambassadors that included Roger Federer (now retired). By signing these players early in their careers, Rolex locks in decades of visibility at a lower initial cost than signing an established legend — a strategy the brand has refined over 50 years in tennis.

How Watch Sponsorships Work in Tennis

Tennis watch sponsorships are among the most lucrative endorsement categories in the sport, second only to apparel and racquet deals. Understanding how these partnerships work sheds light on why you see certain watches on certain wrists at the US Open.

Deal structure. Most tennis watch sponsorships are multi-year agreements (typically 3–5 years) with renewal options. The player receives an annual fee plus product — usually two to four watches per year from the brand’s current collection. In exchange, the player commits to wearing the watch in all public and media appearances, participating in a set number of brand events or photo shoots per year (typically 2–4 days), and granting the brand rights to use their image in advertising.

Compensation ranges. The financial terms vary dramatically based on the player’s ranking, marketability, and the brand’s budget. Top-tier players like Sinner and Alcaraz reportedly earn between $2 million and $5 million per year from Rolex — figures that place watch sponsorships among their top-five income sources. Mid-tier players (ranked 10–30) typically earn $500,000–$1.5 million from brands like TAG Heuer, Bulgari, or Hublot. Players outside the top 50 may earn $100,000–$300,000, often from emerging or independent brands seeking visibility.

Brand alignment strategy. Watch brands don’t just sign the highest-ranked player available. They look for alignment between the player’s personal brand and the watch brand’s identity. Rolex gravitates toward “clean” images — players with minimal controversy and strong competitive records. Audemars Piguet and Richard Mille target athletes with bold personalities and flashy playing styles. Seiko’s partnership with Djokovic reflects the brand’s emphasis on innovation and precision engineering over luxury status.

The real value. From a marketing perspective, tennis offers watch brands something no other sport does: close-up camera time on the wrist. In a tennis broadcast, cameras regularly zoom in on players during changeovers, service preparations, and celebrations — moments where a watch is clearly visible. A single Grand Slam final can deliver more wrist-level screen time than an entire Formula 1 season. This is why watch brands pay premiums for tennis specifically, and why the US Open — with its prime-time schedule in the American market — commands the highest visibility value of any tournament on the calendar.

Beyond the Court: How to Verify Any Watch You Spot

Watching the US Open might inspire you to pick up one of these timepieces for yourself. Whether it’s a Rolex Submariner you spotted on Sinner’s wrist or the Bulgari Octo Finissimo that Rublev wears, the secondary market is where most buyers will end up — and that means you need to verify what you’re buying.

Grailr’s watch scanner can identify any watch from a photo, pull live market pricing from Chrono24, eBay, and Jomashop, and give you an authentication confidence score. If you see a watch on TV during the US Open and want to know the exact reference number and what it trades for, snap a screenshot and let AI do the work. You can also use Grailr Identify to look up any watch by brand and model, or Grailr Appraise to get a valuation on a piece you already own.

The US Open watches listed in this guide range from $1,500 to well over $100,000. That’s a spread where doing your homework matters. A fake Rolex Daytona can cost a buyer $16,000 in a bad deal; a genuine one at the right price is a lifetime purchase. Use authentication tools before committing to any purchase inspired by what you see on court.

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