With Demeglio, goldsmith excellence takes the field at the Atp Finals
The Turin-based company manufactures everything in the Valenza district and has created seven 'tennis bracelets' in gold and precious stones for the event, with the addition of a patent that strengthens the links
A century of Italian goldsmith tradition meets the world's tennis elite. Demeglio, an Italian maison founded in Turin in 1922, with its production centre in the Valenza district where 70 people work, and recognised for the development of patents applied to the world of jewellery and advanced manufacturing techniques, has just announced a collaboration with Atp, the global governing body of men's professional tennis, which has become familiar even to those who have not followed tennis for long, but who have become passionate about it thanks, above all, to the successes of Jannik Sinner, who yesterday won the final of the Atp Finals in Turin.
Precisely on the occasion of the Nitto Atp Finals 2025 in Turin, the goldsmith presents the Demeglio Extensible ATP collection, which redefines the concept of the tennis bracelet - a jewellery 'classic' - thanks to a combination of technology, design and craftsmanship. The collection comprises seven bracelet interpretations, which retain their linearity, but are rethought through a patented technological innovation: an elastic structure that eliminates the traditional clasp, guaranteeing comfort and durability. Those who have been following tennis since well before the blue wave led by Sinner and Jasmine Paolini may remember the 1978 match when Chris Evert, during the Us Open, stopped the match to retrieve the diamond bracelet that she had dropped while playing. We could say that that gesture transformed the so-called eternity bracelet of the 1920s into the tennis bracelet forever
The collaboration with Atp is important for Demeglio and the entire Piedmontese district. Valenza is one of the poles of world goldsmithing excellence, and this international visibility underlines the value of Made in Italy, which is also attentive to the values of sustainability. The Demeglio collection uses fully traceable materials and certified production processes, meeting the needs of an increasingly conscious and responsible luxury, especially among the new generations.
"Being an official Atp licensee is an important recognition for us and an opportunity to bring Italian goldsmith excellence into a unique sporting context,' explain Alberto Ansaldi and Luca Stefanini, Demeglio's managing directors. Our patent introduces an innovative solution that ensures maximum security of the jewel even during movement'. The link with tennis goes beyond the 'canons' of the bracelet: in each version of the line, the gems stand out on the link by contrast and colour intensity, designed to evoke the dynamics of a match. "Two halves facing each other, point after point, in a constant balance between tension and harmony," add Ansaldi and Stefanini. "We have always considered luxury as a balance: technology helps us to achieve precision and quality, enhancing every detail.
Demeglio's turnover is around 30 million with an ebitda of over five and the company is accelerating: with the entry of Equita Smart Capital (with a 39.1% share), it aims to double its production capacity by 2026.
