Luxury Timepieces Find a Home on the Courts

The Australian Open final not only announced a winner of the game but also announced one in the world of luxury timepieces. More and more players have started endorsing watches and they gaining worldwide market exposure in the course, manufacturers are starting to pursue the results of big events with as much fascination as clothing and equipment sponsors.

The record Melbourne final won in six hours by Novak Djokovic over Rafael Nadal proved to be another enormous success for Audemars Piguet, who signed Novak to a contract only last year and promptly fitting her with a classic Royal Oak Offshore Diver. For several seasons, Nadal has endorsed Swiss rival watch Richard Mille, and wears the limited edition, personally designed RM035 model – costing around $500,000 – on court as well as off and has done so for several seasons.

Rolex made an appearance with elite endorser Roger Federer in the semi-finals while Swiss Tag Heuer appeared in the women’s final with brand icon Maria Sharapova finishing runner-up to Victoria Azarenka.

Seth Semilof

Co-Founder & COO · Haute Time

Seth Semilof co-founded Haute Living and, with business partner Kamal Hotchandani, launched Haute Time, the brands' luxury timepiece site, to educate buyers about the best watches in the world and to showcase the passion of collectors and the CEOs who lead the great maisons. His love of watches began early: a TAG Heuer at 13, an Omega at 16, and his first Rolex at 20. Through Haute Time he has been honored to visit the greatest watch manufactures in the world and meet the master watchmakers behind them. He has also personally featured private collections exclusive to Haute Time, taking readers inside the watch boxes of Kevin Hart, Carmelo Anthony, Tony Robbins and Swizz Beatz.