DEMEGLIO x ATP: When Italian goldsmithing meets the world of tennis

With a new partnership, the Turin-based jewelry manufacturer Demeglio is making a strong statement: As an official licensee of the Association of Tennis Professionals, the brand combines Italian goldsmithing with the world of professional tennis.

The collaboration is based on shared values such as precision, discipline, and flawless movement. The goal is to translate the energy of tennis into modern jewelry design—minimalist, functional, and luxurious at the same time. 

The Collection: Extensible ATP

At the heart of the design is Demeglio’s patented Extensible System. An integrated titanium spring ensures that the straps adapt flexibly to the wrist and move with every gesture.

Crafted from 18-karat gold and set with diamonds and gemstones, these designs embody timeless elegance for everyday wear. A special ATP engraving further enhances the pieces’ uniqueness. The collection comprises a total of seven styles. 

Luxury in motion

What makes this collection special is its approach: jewelry is no longer viewed as a static object, but as an extension of the body. The combination of flexibility and stability creates a new wearing experience—dynamic, lightweight, and luxurious all at once.

The CEOs of Demeglio, Alberto Ansaldi and Luca Stefanini, aptly describe this approach: Jewelry should adapt to the body, not the other way around. That is precisely what makes this collaboration so innovative. 

A new definition of sporty luxury

With the Extensible ATP collection, Demeglio successfully bridges the gap between two worlds that, at first glance, could hardly be more different. Yet it is precisely this combination of technical precision and aesthetic clarity that makes it so appealing.

This collaboration illustrates the direction in which modern luxury jewelry is heading: away from mere decoration—toward functional design with an emotional appeal.