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An Influencer Inside the Rolex Box

At the end of every summer, the luxury gravy train arrives in Flushing, where brands use their suites, and two weeks of Grand Slam tennis, to market their wares via an army of influencers. But what’s all that brand marketing doing to the U.S. Open itself?

Livvy Dunne
Last year, a reported 1,048,669 fans packed into the Billie Jean King National Tennis Center in Queens—the first time U.S. Open attendance had crossed into the seven figures. And yet, for two weeks every year, it seems as if every person you follow on Instagram is somehow in attendance. Photo: XNY/Star Max/GC Images
Brynn Wallner
August 29, 2025

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If you’re hoping to attend the U.S. Open tonight and spectate from the good seats, get ready to shell out up to $1,500 per ticket. Of course, if you’re a media personality of some kind, you can potentially sit courtside for free—which is how I found myself there last Sunday as an opening night guest of Rolex, a longtime sponsor of the Open. Throughout the two-week tournament, Rolex hosts groups of clients, retailers, press, and, yes, influencers in their primely located and well-appointed suite. Dimepiece, the women’s watch–focused Instagram account I run, landed me in a block of seats perched slightly above the court—so close to Novak Djokovic that I could hear him muttering to himself with every botched serve.