Luxury timepiece creator Backes & Strauss has forged a significant alliance with acclaimed tennis sensation Elina Avanesyan. This collaboration extends beyond a mere endorsement; it marks the inception of a dedicated "Elina for Backes & Strauss" watch collection and positions Avanesyan as the ambassador for the brand's distinguished Piccadilly Mayfair 33 series. This partnership draws strength from a shared Armenian legacy, intertwining the worlds of haute horlogerie and professional athletics.

Luxury Watchmaker Unveils Partnership with Tennis Star, Featuring New Collection

In a move that unites the precision of watchmaking with the rigor of professional sports, Backes & Strauss, a revered London-based diamond and watch house, officially announced its collaboration with professional tennis player Elina Avanesyan on September 24, 2026. This unique alliance is deeply rooted in a shared Armenian heritage, fostering a profound connection between the brand and the athlete. The partnership is set to launch a special "Elina for Backes & Strauss" collection, with Avanesyan also taking on the role of the public face for the brand's Piccadilly Mayfair 33 series.

The foundation of this collaboration is built upon mutual values such as ambition, perseverance, and a relentless pursuit of excellence. Backes & Strauss highlights its own Armenian origins, resonating with Avanesyan's journey on the international tennis circuit. The company draws a compelling parallel between the exacting demands of elite tennis and the intricate artistry of fine watchmaking, both of which necessitate precision, discipline, and patience.

As part of the initial phase of this partnership, Avanesyan is featured in promotional materials wearing the diamond-encrusted Mayfair 33 SP. This elegant 33mm stainless steel timepiece boasts a bezel adorned with 120 diamonds, totaling 1.07 carats, and an additional diamond set into the crown, bringing the grand total to 121 diamonds and 1.13 carats. Its mechanical movement is visible through an open caseback, while the steel bracelet imparts a contemporary, sporty aesthetic that elegantly contrasts with its luxurious diamond setting. The Mayfair 33 SP is available with dials in blue, purple, or white, each featuring hand-polished white Roman numerals and a stamped pattern designed to mimic the facets of a diamond, extending the jewelry theme across the entire watch face.

The upcoming "Elina for Backes & Strauss" collection promises to be a horological expression of this partnership, with designs drawing inspiration from Avanesyan's personal narrative, her Armenian background, and the inherent grace of tennis. While specific details regarding the designs, movements, pricing, and release dates are yet to be disclosed, the collection is poised to merge the realms of sport, jewelry, and watchmaking with a rich heritage. This collaboration marks a fresh approach for Backes & Strauss, a diamond company with roots tracing back to 1789 and now part of the Franck Muller Group, to connect its storied traditions with the dynamic world of professional sports. For Avanesyan, this journey commences with the distinguished Mayfair 33 on her wrist and will culminate in a collection bearing her name, priced at CHF 12,500 (USD $15,500).

This collaboration exemplifies a forward-thinking approach to brand partnerships, moving beyond simple endorsements to create a truly integrated and meaningful product line. By weaving together the distinct narratives of a luxury brand and a world-class athlete, Backes & Strauss has not only elevated its profile but also introduced a novel perspective on how fine jewelry and watchmaking can resonate with broader audiences. It demonstrates that precision and elegance are not confined to traditional settings but can thrive in the high-energy environment of professional sports. This initiative inspires a re-evaluation of classic luxury, suggesting that its essence can be dynamically reinterpreted through contemporary collaborations that honor both heritage and innovation.