Luxury Timepieces: Roger Federer for Rolex and Kaia Gerber for Cartier

Tennis legend Roger Federer wearing a high-profile Rolex timepiece alongside actor Kaia Gerber sporting an elegant Cartier watch highlighted the intersection of elite sports and luxury horology at the 2026 US Open, according to coverage by GQ published on Sept. 4, 2026. The annual tennis tournament in New York regularly draws prominent figures from film, fashion, and athletics who use the public stages of Flushing Meadows to showcase high-end timepieces.

Horological Highlights at Flushing Meadows

The convergence of celebrity attendance and luxury watch curation at the 2026 US Open put rare and classic timepieces on prominent display in the tournament stands. According to the GQ report, Federer paired his appearance at the event with a hyped-up Rolex, while Gerber opted for an understated and elegant Cartier piece. High-profile attendees frequently collaborate with or serve as ambassadors for major watchmakers, making grand Slam tennis tournaments key showcases for high-end accessories.

The Business of Celebrity Watch Placements

Sports events of this scale serve as vital marketing platforms for luxury brands including Rolex, Patek Philippe, and Cartier. By outfitting athletes and cultural icons for courtside appearances, watchmakers secure significant visual exposure across global media outlets. The curation of these celebrity looks reflects a calculated strategy within the fashion and entertainment industries, aligning timeless mechanical craftsmanship with modern pop-culture cachet.