The world of luxury horology has long found common ground with professional sports, but the latest alliance between London’s historic diamond house, Backes & Strauss, and rising tennis talent Elina Avanesyan represents a distinct synthesis of heritage and high-performance athleticism. By appointing the professional tennis player as a brand ambassador, the maison—which traces its legacy in the diamond trade back to 1789—is positioning itself at the intersection of elite sportsmanship and bespoke jewelry craftsmanship. This partnership transcends standard promotional endorsements; it is a multi-layered commitment that will culminate in the development of a proprietary collection, the "Elina for Backes & Strauss" line.
A Convergence of Shared Heritage and Values
At the core of this partnership lies a profound cultural alignment. Both Backes & Strauss and Elina Avanesyan share deep-rooted connections to Armenian heritage, a bond that has served as a foundational element of their professional agreement. In the luxury sector, where brand storytelling is paramount, this connection provides a layer of authenticity that distinguishes the collaboration from traditional athlete sponsorships.
Backes & Strauss has explicitly stated that the values embodied by Avanesyan—namely her relentless perseverance, international discipline, and ambition on the professional tennis circuit—mirror the internal corporate values of the brand. From a horological perspective, the company draws a direct parallel between the rigor of the tennis court and the precision required in fine watchmaking. Both disciplines demand an uncompromising pursuit of excellence, where success is measured by the smallest margins—whether in a fraction of a second on the court or in the precise alignment of a diamond facet.
The Foundation: The Piccadilly Mayfair 33 Collection
Before the launch of the dedicated co-branded collection, the partnership is being anchored by the promotion of the Piccadilly Mayfair 33, a timepiece that serves as a bridge between the house’s diamond-setting expertise and modern, active lifestyles. The watch is currently featured in the campaign’s imagery, worn by Avanesyan in both formal and athletic settings, signaling a shift in how the brand intends to market its diamond-set watches.
The Mayfair 33 SP (Stainless Steel) is a testament to the brand’s technical capabilities. It features a 33mm stainless steel case, distinguished by two rows of diamonds surrounding the bezel. In total, the watch incorporates 120 diamonds totaling 1.07 carats, with an additional diamond set into the crown, bringing the total count to 121 stones weighing 1.13 carats. The mechanical movement is showcased through an exhibition caseback, a nod to the transparency and engineering integrity that watch collectors demand.
Available in blue, purple, or white dial iterations, the watch features hand-polished white Roman numerals. The dial itself is finished with a stamped pattern designed to mimic the facets of a diamond, creating a cohesive visual narrative between the case and the dial. Priced at approximately CHF 12,500 (USD $15,500), the piece serves as an entry point into the brand’s aesthetic, balancing the opulence of high jewelry with the durability of a sport-ready stainless steel bracelet.
Strategic Implications: Redefining Evening Luxury
The decision to feature these timepieces alongside tennis equipment—photographed on the court and with a racquet—is a strategic departure from the traditional "evening wear" categorization of diamond watches. By placing high-carat, jewelry-focused timepieces in the context of professional sports, Backes & Strauss is actively seeking to expand the utility of its inventory.
Analysts within the luxury sector note that this strategy is increasingly common among heritage brands looking to appeal to younger, more active demographics. The "athleisure" trend, which has dominated the fashion sector for over a decade, is slowly finding its way into the luxury watch market. By aligning with a high-performance athlete, Backes & Strauss is attempting to validate the idea that fine jewelry can be integrated into the daily life of a modern professional, rather than being relegated to a safe or a gala event.
The Road Ahead: The Elina for Backes & Strauss Collection
While the current campaign focuses on the Mayfair 33, the most anticipated aspect of this partnership is the forthcoming "Elina for Backes & Strauss" collection. While specific technical specifications, movement types, and design motifs remain under embargo, the brand has confirmed that the collection will be a direct reflection of Avanesyan’s personal narrative.
This suggests that the design language will likely incorporate elements that pay homage to her Armenian roots and the physical movement of tennis. The development process, which is currently underway, signifies a deepening of the relationship between the brand and the athlete. Unlike standard "ambassador" roles where the talent simply wears existing stock, this partnership follows a "creator-brand" model, where the athlete’s input is integrated into the product design cycle. This approach is highly effective in driving long-term consumer engagement, as it transforms the athlete from a face of the brand into a tangible stakeholder in the design process.
Historical Context and Institutional Support
Backes & Strauss, now operating under the umbrella of the Franck Muller Group, has a long history of blending its 18th-century diamond-trading roots with contemporary Swiss watchmaking. The integration into the Franck Muller Group in the early 2000s provided the brand with the manufacturing infrastructure necessary to produce complex mechanical timepieces to match their high-end diamond setting.
This new partnership with Avanesyan follows a period of growth for the brand, as it seeks to increase its visibility in international markets. By tapping into the global reach of professional tennis, the brand is positioning itself to gain exposure in markets that have high concentrations of both tennis enthusiasts and luxury watch consumers.
From an industry standpoint, the timing of this announcement aligns with a broader trend of luxury watch brands diversifying their sponsorship portfolios. Historically dominated by golf, sailing, and motorsport, the world of tennis is becoming an increasingly attractive venue for luxury houses. Tennis offers a high-frequency, global calendar of events, providing brands with consistent visibility throughout the year.
Broader Impact on the Luxury Watch Market
The collaboration also touches on the concept of "identity-based marketing." By explicitly highlighting the Armenian heritage shared by the house and the athlete, the brand is looking to build a community-driven loyalty that transcends the product itself. In a saturated market, where consumers are increasingly selective about the brands they support, the focus on cultural roots can serve as a powerful differentiator.
Furthermore, the introduction of a female athlete as the primary face of a diamond-heavy collection serves as a response to the shifting demographics of the watch-collecting community. As more women enter the world of horology as both collectors and investors, the traditional gendered marketing of "jewelry watches" is being challenged. Avanesyan, representing both strength and elegance, serves as a modern archetype for the brand’s evolving target demographic.
Conclusion
The partnership between Backes & Strauss and Elina Avanesyan is an exercise in intentional brand positioning. By moving beyond a simple endorsement to a collaborative design partnership, the brand is effectively leveraging the prestige of the tennis circuit to revitalize its image for a new generation.
While the market awaits the formal release of the "Elina for Backes & Strauss" collection, the current campaign for the Piccadilly Mayfair 33 provides a clear preview of the brand’s future direction: a focus on precision, a celebration of heritage, and an unapologetic embrace of high-performance luxury. Whether this strategy will successfully capture a broader market share remains to be seen, but the initial steps taken by both parties indicate a high level of commitment to this long-term collaborative vision. For now, the tennis court remains the stage where this union is being tested, and for an industry defined by its ability to measure time, this partnership may prove to be a timely evolution for the house of Backes & Strauss.
