Tennis Pro Elina Avanesyan and Backes & Strauss Team Up to Create an Exquisite Watch Collection

Backes & Strauss, a renowned London watch and diamond house, has crafted a unique partnership with professional tennis player, Elina Avanesyan. This alliance is set to showcase a brilliant intertwining of sports, jewellery, watchmaking, and heritage, anchored by a shared Armenian identity. This goes beyond a simple ambassador partnership, as the elegantly athletic Elina Avanesyan is to serve as the face of the brand’s epitome of elegance - the Piccadilly Mayfair 33 collection.

The collaboration set to result in a distinctive ‘Elina for Backes & Strauss’ collection, draws inspiration from Avanesyan’s personal journey, her rich Armenian heritage, and the grace intrinsic to the sport of tennis. The forthcoming line up aims to combine these influences with Backes and Strauss symbiotic and longstanding emphasis on sublime diamond craftsmanship.

The idea of this fusion of horology, diamonds, and sport goes against the traditional confines of evening luxury, counterpointed by Avanesyan’s athletic persona portrayed in the campaign images.

The forthcoming Elina for Backes & Strauss watches intend to provide a unique horological spin to the partnership, promising a collection enlightened by her inspiring tale and proud Armenian lineage. The specifics on designs, movements, pricing, and release timelines, however, are yet to be announced. This collaborative journey for Backes & Strauss, tracing its history to diamond company origins in 1789, and Avanesyan begins with the diamond-laden Mayfair 33 on her wrist and will ripple out to a collection bearing her name.