Rybakina Wins US Open, and This Swiss Watch Brand Comes Out a Big Winner

September 13, Rybakina won her first US Open title. At the trophy ceremony and the subsequent champion photo shoot, she wore a distinctive pink ceramic titanium watch on her wrist—a timepiece from Swiss independent watchmaker Vanguart, a brand founded just 9 years ago.

Although she claimed two Grand Slam trophies this year and sits at world No. 1 in the WTA rankings, Rybakina is very cautious about commercial partnerships—Vanguart is the only luxury and fashion brand she has publicly partnered with.

After Rybakina's US Open victory, brand president Korutürk congratulated her on Instagram and shared many photos from the US Open trip.

Vanguart is headquartered in La Chaux-de-Fonds in Switzerland's Jura Valley, focusing on watches that combine high complications, futuristic design and extreme hand finishing. Prices range from about 150,000 to 320,000 Swiss francs (roughly 1.23 million to 2.62 million RMB), with some rare versions priced at over 400,000 Swiss francs (about 3.28 million RMB). Production is also very limited, mainly sold to seasoned collectors.

Vanguart's four founders (below, from top left to bottom right) are:

• Brand President Mehmet Korutürk: formerly at private equity firm Genii Capital and the Lotus-Renault F1 team
• Creative Director Thierry Fischer: watch and jewelry designer
• Chief Technology Officer Jérémy Freléchox: senior technician formerly at Swiss watchmaking company APRP
• CEO Axel Leuenberger: senior executive formerly at Swiss watchmaking company APRP

Although the brand was founded in 2017, it was not until 2021 that Vanguart officially launched its first watch—the Black Hole (below), a futuristic, sci-fi-style timepiece shaped like a UFO, with an integrated movement and case and a dial that spirals down toward the center, mimicking the gravitational effect of a black hole.

Then in 2024, the brand launched the Orb collection, featuring a round case, symmetrical movement and two-hand layout, while incorporating a rare innovation—a hybrid winding movement that supports both automatic and manual winding. The watch Rybakina wore at the US Open trophy moment was the ceramic pink version of the Orb collection, priced at US$245,000 (about 1.64 million RMB). Only 25 pieces are sold worldwide.

Above: Orb collection colored ceramic version

Besides Rybakina, Vanguart also has a long-term partnership with Russian men's tennis player Rublev. Brand president Korutürk attended the Monte-Carlo Masters this year to watch Rublev play.

Other sports celebrities such as NBA stars Michael Jordan and James Harden, and MLB star Francisco Lindor have all spontaneously purchased Vanguart watches and worn them in public, greatly raising the brand's profile.

Among them, James Harden (below) is also one of Vanguart's important early investors, serving as a brand ambassador and creative advisor. Public records show that Vanguart's other early investors include Chinese-Filipino plastic surgeon Hayden Kho and venture capital firm Shake and Bake. The brand has not yet carried out large-scale financing.

In an interview with English-language media outlet europastar in March this year, brand president Mehmet Korutürk said that the brand refuses blind expansion and will keep annual production to 300 pieces over the next five years.

Currently, Vanguart mainly sells through European trade shows, its official website or private contacts, and works with only two retailers: New York jewelry and watch retailer Material Good, and Middle East partner Ahmed Seddiqi & Sons.

| Sources: europastar, tatlerasia, fashionbombdaily

| Image credits: WTA official website, brand official website, brand executives' and athletes' personal Instagram