The crowd roars and Andy Murray drops to his knees as he claims the US Open, he shakes hands with Novak Djokovic, throws off his wristbands, turns to his thrilled supporters and says ... "I don't have my watch".
A bumbling delay followed Murray's victory as the newest Grand Slam sensation rummaged around in his bag, limping in pain back and forth to his box to find his missing watch.
It may seem like a strange thing to do in those usually triumphant post-match moments, but the $2000 watch is actually worth millions of dollars in a sponsorship deal with Rado.
And Murray was likely all too aware the gleaming silver watch next to the US Open trophy was the ultimate money shot for the Swiss watchmaker.
On-court microphones picked up Murray saying: "I don't have it, I don't have it", while pointing out his naked wrist to his crew.
"Have you got my watch? I don't have my watch?" he asked before walking over to them, wincing in pain.
One of his supporters told him it was "with your shoes, in your black bag".
'Chariots of Fire' played over the stadium as Djokovic waited for the trophy presentation, before Murray - and his watch - eventually joined them.
A few spectators noticed the slightly odd juxtaposition between Grand Slam glory and watch wrangling.
Daily Mail columnist Des Kelly said: "At this great moment of sporting history, Andy Murray seems to be worried about whether he has his sponsor's watch on?"
Satirical account The Bugle wrote: "BREAKING: Andy Murray's day has just got a whole lot better. He has found his watch."
"Andy Murray becomes 1st British male slam winner in 76 years winning the US Open. Cue references to Halley's Comet. Glad he found his watch," Charlie Mullan wrote.
Rado would undoubtedly be rubbing their hands with glee as photos of Murray and his D-Star 200 getting up-close and personal with the trophy were beamed around the world.
Murray made a seven-figure sponsorship deal with the company in June, Forbes reported, on top of a $16 million deal with Adidas and other lucrative contracts with Royal Bank of Scotland and Jaguar.
He was the 42nd richest sportsman in the UK, according to The Sunday Times Rich List, which estimated his worth to be £24 million.