Players at the Australian Open Are Serving More Ways Than One
With back to back runway shows happening in Milan and Paris, it may've gotten lost on you that way down under, some of the most acclaimed tennis stars of now are battling it out in the Australian Open.
Competing over what could be career-defining, life-changing wins, athletes from all over the world are fighting for titles worth millions of dollars in prize money, not to mention subsequent endorsements and brand deals. That's why I found 2025's first Grand Slam to be the perfect occasion for a quick refresher on who's playing and what they're wearing. But not just for the sake of it:
Don't get me wrong, fashion and tennis have always been interlinked. But more recently, the sport has experienced an even stronger push for pop cultural exposure, and gained massive attention from social media spectators and designers, all of whom want in on the swelling momentum. Virgil and Serena, Yoon and Naomi, or Challengers should ring a bell here.
Besides clothes, fine jewelry and watches, too, have been embroiled in a passionate relationship with tennis. Chris Evert's bracelet incident will forever tie the diamond accessory to the sport, whereas Rolex and rackets are, by now, birds of a feather – with rivals like Richard Mille, F.P. Journe, and various LVMH-backed horologists hard at work to join the polycule.
Tennis and luxury's embrace tightens with each event, and is both trendsetter and -follower of a continuous, discipline-spanning dispersion of highest end goods via high profile entertainment.
Watch this space is all I'm saying – because others sure as hell are.
Alex de Minaur
On home grounds, this Australian was more than determined to kick some serious ass. While eliminated in the quarterfinals, Alex de Minaur's game attire was podium-worthy nonetheless. The 25-year old donned ASICS ensembles, and a Jaeger-LeCoultre Reverso Chronograph – a most premium watch typically reserved for dressier occasions.
Aryna Sabalenka
Aside from Nike, the 26-year old Belarusian's one of historically very few, very select faces of Audemars Piguet. You know who else was? Serena Williams. That's as good an omen as you'll get. On the topic of omens: Sabalenka was photographed sporting not one, but two of the timepieces on a single wrist – something we're bound to see more of, according to our in-house watch expert.
Ben Shelton
Highsnob alum Ben Shelton is commonly understood to be one of the U.S.'s most promising prodigies. As such, the 22-year old's been made an On ambassador, joining the ranks of Zendaya and FKA twigs, both of whom are top tier representatives of their respective fields. So, in excellent company then.
Coco Gauff
At just 20 years of age, Coco Gauff is the youngest person in this article – though by no means the least experienced. A signee to New Balance, the US Open champion has accomplishments under her belt many others spend their entire professional life dreaming of – an own sneaker, and a Rolex sponsorship among them.
Emma Navarro
Emma Navarro works with what is arguably an underdog of the tennis x fashion universe. Don't "all bark, no bite" them just yet though. Both parties are charging towards big things.
Jannik Sinner
A legend in the making, Jannik Sinner's just one victory away from winning the whole damn thing – again! Clad in Nike, Gucci, and Rolex, the 23-year old Italian's always dressed on par with his top spot on the ranking of the world's best tennis players.
Novak Djokovic
... a position previously held by Serbian powerhouse Novak Djokovic. Equipped with Lacoste and custom Hublot timepieces, the 37-year old has 24 titles to his name and is showing no signs of slowing down, despite having been beaten to the punch this time around.
Tommy Paul
Anyone who's somehow interested in wristgame will have seen Tommy Paul's De Bethune on their timeline. The Swiss manufacturers profit off of an enigmatic If You Know You Know sort of vibe; that Your Favorite Watch Maker's Favorite Watch Maker type beat.
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