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The US Open has become a “see and be seen” destination for celebrities, influencers, and wealthy businesspeople, so it’s only fitting that President Donald Trump plans to attend on Sunday for the first time since 2015.
When Trump last attended, it was for a women’s quarterfinal match between Venus and Serena Williams, he had joined the 2016 presidential race just three months earlier, and he was loudly booed by fans at Arthur Ashe. Trump will watch Carlos Alcaraz and Jannik Sinner meet in the final for the third major in a row, the first time in tennis’s open era (circa 1968) that two players have faced off in three major finals in the same year.
Trump was invited this year by Rolex, the independent tennis journalist Ben Rothenberg reported. The Swiss luxury watchmaker is one of the most visible sponsors in tennis, sponsoring all four majors since 2019. “It’s almost impossible to think about tennis without thinking about Rolex,” brand consultant Ricardo Fort, told FOS in May.
It’s unclear exactly why Rolex is bringing Trump to the Open. Last month, Trump imposed a 39% tariff on Swiss imports. Watches like those made by Rolex are among the significant products produced by Switzerland. Although a federal appeals court recently ruled most of Trump’s tariffs are unlawful, enforcement of the decision is on hold pending appeal to the U.S. Supreme Court. Rolex did not immediately respond to a request for comment.
The Swiss government did meet this weekend with U.S. trade representatives, including Secretary of Commerce Howard Lutnick, Secretary of the Treasury Scott Bessent and Trade Representative Jamieson Greer. Guy Parmelin, head of Switzerland’s Federal Department of Economic Affairs, Education and Research (EAER) wrote on X that the meetings were “constructive,” and that “Switzerland sees real opportunity ahead for both countries and is committed to deepening our economic partnership.”
No Rolex or watch representatives were present at the talks, an EAER spokesperson told FOS.
“The Swiss government is not using the US Open as a platform for talks,” the spokesperson said. “The delegation returned to Switzerland yesterday.”
Trump’s presence will mean increased security and longer wait times. The USTA emailed media Friday night to warn of longer wait times Sunday—at an event that has already become notorious for its crowds and lines. “In addition to regular screening at the gates, there will be TSA-style security screening for all individuals as they enter Arthur Ashe Stadium,” the USTA wrote. “You should also expect some delays moving around in public areas that may briefly become restricted access or frozen zones at certain times during the match.”
Representatives for the White House, the Swiss government and the Federation of the Swiss Watch Industry did not immediately respond to requests for comment.
Separately, Rothenberg also reported Saturday that the USTA emailed all broadcasters asking them “to refrain from showcasing any disruptions or reactions in response to the President’s attendance in any capacity.”
The USTA told FOS “we regularly ask our broadcasters to refrain from showcasing off-court disruptions.” An ESPN source said it planned to handle the Alcaraz–Sinner broadcast normally, acknowledging Trump but focusing on the match.
Representatives for the White House and the Federation of the Swiss Watch Industry did not immediately respond to requests for comment.
This story has been updated with comment from the government of Switzerland.
— Michael McCarthy and Ryan Glasspiegel contributed reporting.
