Richard Mille Welcomes Serenay Sarıkaya, Wearing the RM 037 in White Gold

Richard Mille names Turkish actress Serenay Sarıkaya as brand partner. She wears the RM 037 Automatic in white gold with snow-set diamonds.

A Point of Departure

• Paired with the RM 037 Automatic in white gold with snow-set diamonds, Turkish actress Serenay Sarıkaya joins Richard Mille as the maison’s newest brand partner, announced 18 September 2026.
• Sarıkaya has accumulated five Golden Butterfly Awards, the PRODU Award for Best Non-Spanish-Speaking Actress, and the 2026 ELLE Girl of the Year title across a career that began at fifteen.
• Amanda Mille, Brand and Partnerships Director at Richard Mille, confirmed the partnership citing Sarıkaya’s “long-term vision” and “strong character” as the deciding factors.
• The announcement marks Richard Mille‘s continued expansion of its network of culturally prominent women across Europe and the Middle East.

On 18 September 2026, Richard Mille named Serenay Sarıkaya as its newest partner, placing on her wrist the RM 037 Automatic cased in white gold and set with snow-set diamonds. The selection was precise: Sarıkaya had been following the brand as a collector long before any formal approach, and the maison states that her familiarity with Richard Mille’s philosophy shaped both parties’ confidence in the arrangement from the outset.

Sarıkaya’s career began at fifteen and has since moved across television, film, theatre, and digital production without settling into a single category. That refusal to be contained is, in the brand’s own framing, exactly the quality it was looking for.

Design and the RM 037

The RM 037 Automatic belongs to Richard Mille’s women’s line, where the tonneau case architecture common to the wider collection is rendered with particular attention to gem-setting and case material.

Sarıkaya’s version is housed in white gold with snow-set diamonds across the case, a technique that distributes stones of varying sizes to give the surface a continuous, unbroken coverage. The movement is automatic, integrating a rotor system within the slimline profile that Richard Mille’s female-facing pieces require. Up close, the watch carries the structural rigour associated with the brand’s sport-derived engineering while presenting a surface of considerable visual depth. For collectors who follow Richard Mille through Watches and Wonders and Geneva Watch Days, the RM 037 is a known reference; the white-gold, snow-set configuration places it at the upper end of the line’s material register.

The Partnership in Context

Richard Mille’s approach to brand partners consistently prioritises athletes, performers, and creative figures whose professional discipline maps onto the brand’s engineering ethos.

Sarıkaya fits that model directly. Beyond her screen work, she brings an athletic background that the maison explicitly acknowledges, noting her “discipline, determination and team spirit.” Her own description of acting mirrors that framing: “It is like an orchestra. Every instrument needs to be in beautiful harmony.” That analogy aligns with how Richard Mille talks about its movement architecture, where every component must perform under stress without compromise.

Her international profile has grown sharply in recent years. The PRODU Award for her role in the series Aile recognised her as the best non-Spanish-speaking actress in an award circuit that covers Latin American and Iberian television, a category that signals genuine cross-border visibility. In 2024, she represented Turkey at the GQ Global Creativity Awards in New York; in 2026, she served as guest Editor-in-Chief of ELLE Turkey’s 300th issue before being named the title’s Girl of the Year.

What Sarıkaya Brings to the Brand

The long-term ambition Sarıkaya describes aligns with how Richard Mille structures its partnerships: these are not short-cycle endorsements but ongoing affiliations built around a shared trajectory.

She is currently writing a film of her own, intends to spend part of the year living abroad, and plans to work the international festival circuit. That outward orientation gives Richard Mille a partner with genuine presence across markets, including the Gulf, where the brand’s retailers serve a collector base with strong appetite for women’s high-jewellery complications. Her willingness to articulate what the brand means to her personally, rather than deferring to a corporate script, was evidently part of the appeal. ‘To me, Richard Mille is about having the courage to create your own rules,’ she says. ‘I love how strength and elegance can exist together.’

Ownership and Availability

For buyers considering the RM 037 Automatic in white gold with snow-set diamonds, the piece sits within the upper tier of Richard Mille’s women’s collection by virtue of its case material and gem-setting density.

Acquisition is handled through direct contact with the maison or an authorised Richard Mille retailer. No price or edition size is disclosed in the official announcement. On the secondary market, snow-set, precious-metal RM 037 references have historically attracted strong demand among buyers who prioritise rarity over availability, though secondary pricing fluctuates with supply and broader market conditions.

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