In a move that bridges the centuries-old heritage of high-jewelry horology with the high-octane world of professional sports, London’s illustrious diamond and watch house, Backes & Strauss, has officially announced a new partnership with professional tennis rising star Elina Avanesyan.
This collaboration is far more than a standard brand ambassadorship; it represents a fusion of shared cultural identity and a mutual pursuit of excellence. Rooted in a deep, common connection to Armenian heritage, the partnership is designed to celebrate the synergy between the precision of the tennis court and the intricate artistry of the jeweler’s bench. Beyond representing the brand’s current portfolio, this alliance is set to culminate in a signature collection, titled “Elina for Backes & Strauss,” marking a bold new chapter for the brand under the umbrella of the Franck Muller Group.
The Intersection of Heritage and Precision
At the heart of the partnership lies a compelling narrative of shared history. Backes & Strauss, which traces its origins as a diamond trading company back to 1789, has long emphasized its Armenian roots as a cornerstone of its corporate identity. By aligning with Elina Avanesyan—a competitor whose ascent on the international tennis circuit has been defined by tactical discipline and unwavering perseverance—the brand is positioning itself within a contemporary cultural conversation.
The brand has articulated that the parallel between tennis and watchmaking is not merely aesthetic but functional. Both disciplines demand extreme precision, the patience to refine one’s technique, and the constant pursuit of excellence. For the athlete, every serve and rally is a testament to years of disciplined training; for the watchmaker, every diamond setting and mechanical calibration is an exercise in meticulous patience.
A Timeline of the Partnership
While the official announcement has just reached the public, the development of this relationship signals a long-term commitment.
- The Conceptual Phase: The partnership began with a search for a figure who embodied the "Backes & Strauss" ethos—not just as an athlete, but as a representative of the brand’s deep-seated cultural values.
- The Introduction: The partnership was made public in late 2026, with the immediate rollout of a campaign featuring Avanesyan wearing the flagship Piccadilly Mayfair 33.
- The Present: Currently, Avanesyan serves as the face of the Mayfair 33 collection, demonstrating the wearability of high-jewelry timepieces in both formal and athletic environments.
- The Future: The brand has committed to the development of the “Elina for Backes & Strauss” signature collection. While technical specifications, design motifs, and release windows remain under wraps, the brand has confirmed that the design language will be informed by Avanesyan’s personal journey and the intersection of Armenian heritage with the aesthetics of professional tennis.
The Technical Foundation: The Piccadilly Mayfair 33
To understand the weight of this collaboration, one must look at the instrument currently adorning the wrist of the athlete: the Mayfair 33 SP. This timepiece serves as the bridge between traditional luxury and modern sporting elegance.
Specifications at a Glance
- Case Diameter: 33mm (Stainless Steel)
- Gem Setting: 121 diamonds totaling 1.13 carats (120 on the bezel, one on the crown).
- Movement: Mechanical, visible via an open caseback.
- Dial Options: Available in blue, purple, or white.
- Aesthetic Motif: A signature dial pattern designed to evoke the multi-faceted nature of a brilliant-cut diamond.
- Market Positioning: Priced at CHF 12,500 / USD $15,500.
The Mayfair 33 is a deliberate choice for this campaign. By featuring the watch in promotional materials that show Avanesyan both on the court with a racket and in lifestyle settings, the brand is actively challenging the perception that diamond-set watches are confined to the ballroom or the evening gala. The stainless steel bracelet provides a durability and aesthetic versatility that aligns perfectly with a professional athlete’s lifestyle.
Understanding the "Elina for Backes & Strauss" Collection
While the current campaign focuses on the existing Mayfair 33, the industry is already speculating on the upcoming signature collection. Industry analysts suggest that this will likely be a "capsule" effort, merging the structural requirements of a sport watch with the extreme luxury of the Backes & Strauss pedigree.
For a brand that has been a master of "Ideal Cut" diamonds since the 18th century, the challenge—and the opportunity—lies in integrating these stones into a timepiece that feels authentic to a tennis player. We can expect the collection to feature:
- Ergonomic Design: Watches that prioritize the slimness and weight distribution necessary for an athlete.
- Cultural Symbology: Design elements that pay homage to Armenian art or architecture, a trend increasingly popular in luxury goods as brands lean into "storytelling" over pure aestheticism.
- Modern Materials: A potential fusion of steel or advanced composites with precious stones, moving away from purely classic gold/diamond pairings.
Official Perspectives and Industry Implications
The decision to partner with an individual athlete rather than a global event or tournament signifies a shift in how legacy brands communicate value.
Why the Athlete Matters
In the luxury watch market, there is a growing fatigue with "generic" celebrity endorsements. Consumers are seeking narratives that feel personal. By emphasizing the Armenian heritage shared by both the company and the athlete, Backes & Strauss has created a "sticky" narrative—one that is not easily replicated by competitors.
The Franck Muller Group Influence
As a member of the Franck Muller Group, Backes & Strauss operates with the technical backing of one of the most innovative horological groups in the world. This partnership is likely a test case for the group: can they successfully translate high-jewelry expertise into a "sport-luxe" segment that appeals to a younger, more globally connected demographic? If the "Elina" collection succeeds, it could set a template for how the Group utilizes its heritage brands to capture the lucrative "lifestyle-performance" market.
Analyzing the Market Landscape
The high-jewelry watch segment is currently undergoing a renaissance. Where once a watch was a static object of wealth, it is now expected to be an extension of the wearer’s identity. The decision by Backes & Strauss to position the Mayfair 33 in the context of tennis serves to "demystify" the diamond watch.
For the prospective collector, this represents an opportunity to invest in a brand that is looking forward rather than resting on its 18th-century laurels. The price point, sitting firmly in the mid-to-high luxury bracket, makes it an accessible entry point for fans of both the sport and the craft, while the promise of a signature collection adds a layer of exclusivity that will undoubtedly appeal to the secondary market.
Conclusion: A New Era of Elegance
As Elina Avanesyan continues her career on the global tennis stage, she will do so as a representative of a brand that views time as a medium for both technical precision and cultural expression. The partnership is a testament to the fact that, in the 21st century, the lines between the athlete and the artisan are blurring.
Whether one is a tennis enthusiast, a follower of Armenian history, or a horology collector seeking the next evolution of the "diamond sport watch," the collaboration between Backes & Strauss and Elina Avanesyan is a development to watch closely. As the details of the signature collection emerge in the coming months, the industry will be looking for how effectively the brand can balance the weight of its 237-year history with the dynamic, fast-paced energy of modern professional tennis.
For now, the Mayfair 33 serves as a perfect prelude: a watch that catches the light on the court, but is built with the soul of a master jeweler.
For further updates on the forthcoming "Elina for Backes & Strauss" collection, including technical specifications and release dates, readers are encouraged to monitor the official Backes & Strauss digital channels.
