Luxury watch brand Breitling is now officially partnering with American Football. The Swiss-based luxury watch brand has announced a multi-year agreement with the NFL to become the first official luxury timepiece partner with the league. This unprecedented collaboration indicates a new chapter for both in pursuing precision timekeeping on the gridiron in ways yet also unmatched.
As part of the announcement, Breitling produced two additional team watch collections. Fans can either choose the new Chronomat Automatic GMT or the new Endurance Pro, both with 32 different versions that are consistent with every NFL franchise. This marks the first time with the league in 104 years has partnered with a luxury watch brand, and the relationship just feels natural, especially since the NFL is about performance, time, and telling a story visually.
Precision meets gridiron tradition
During a panel this week NFL Commissioner Roger Goodell remarked how the sport aligns with the Swiss brand. “You talk about precision, you talk about timing in our game.” He said. “You can’t do it without all of it. So that’s a natural fit to partner and bring our fans a different way to connect to our players or teams, I think it’s a perfect win-win for all of us.”
Breitlings 40 mm Chronomat Automatic GMT represents a more subtle option for the fans that want to show team pride in a subtle way. Each watch has the teams primary color on the dial and the secondary on the second hand (the Honolulu Blue on the dial for the Detroit Lions), with the team logo engraved on case back. The watch itself is powered by Breitling’s caliber 32, and costs $6,600. This is for the fan that cares about being refined, not flashy.
For the bold fan base
Then you have the sportier Endurance Pro, a 44 mm titanium dive watch for those fans who wish to wear something on their wrist that belongs to the statement piece. All versions have a black dial, but the pulsometer and small seconds sub-dial each hold a fair bit of team identity (the Miami Dolphins’ Aqua for instance). The case back has the NFL shield as well, and inside is the brand’s thermo-compensated SuperQuartz caliber 82. The retail price for this was $4,400.
Note to travelers both in and out of the NFL
For the Breitling fans traveling to one of the league’s seven International games this season, the watches will be available to models at some of the brand’s pop-up locations. The Global rollout will also be launched in São Paulo, Dublin, London, Berlin, and Madrid for the weekends that the games kick off with early September through mid-November. The watches can also be found via Breitling’s website or boutique.
With this deal, Breitling has made itself in direct connection to the excitement of the fan base/directly associated with, that has a love for heritage and high-performance brand statements. Whether it is a subtle nod to your team or a patently loud plate on your wrist for the Sunday tailgates, the brand has created a new lane where sport and luxury, meet.
