Swiss watchmaker Breitling has made history by becoming the NFL’s first luxury timepiece partner, unveiling two new collections tied to all 32 teams. The multi-year agreement cements Breitling’s position at the intersection of sports, luxury, and global fandom. Here’s what the partnership means, how it fits into the NFL’s wider branding strategy, and why this move signals something bigger in the luxury sports market.
A First-of-Its-Kind Partnership
The NFL has a long list of sponsors across industries — from Nike in apparel, to Pepsi in beverages, to Caesars and DraftKings in betting. But until now, the league had never aligned itself with a luxury watchmaker.
This partnership:
- Names Breitling the official timepiece of the NFL.
- Represents a multi-year, global deal.
- Expands Breitling’s presence at NFL events, honors, and international games.
The announcement marks a strategic leap for both sides. For the NFL, it adds a prestige brand to its roster at a time when the league is rapidly expanding its global footprint. For Breitling, it’s an opportunity to tap into the massive passion and cultural reach of American football.
The New Breitling x NFL Watch Collections
To celebrate the partnership, Breitling unveiled two new lines:
Chronomat Automatic GMT
- Dual-time functionality for traveling fans and players.
- Refined but rugged design, suited for everyday wear.
- Available in 32 team-specific editions with official colors and logos.
Endurance Pro
- Sportier, lightweight model.
- Designed for active lifestyles, echoing the energy of football.
- Also produced in team-dedicated variations.
Availability:
- Breitling boutiques worldwide.
- Authorized retailers.
- Online at Breitling.com.
This isn’t just merchandise — it’s a luxury collectible, marrying Swiss precision with NFL loyalty.
A Look Back: Breitling’s NFL History
While this is the league’s first full-scale luxury watch partnership, Breitling has tested the waters before:
- 1990s: Released a special Chronomat for the Baltimore Ravens.
- 2024: Dropped a limited-edition Chronomat line for all NFL teams, which sold out quickly among die-hard fans and collectors.
These earlier collaborations built a foundation. The new deal takes things league-wide and global, backed by a long-term strategy rather than one-off drops.
Why the NFL and Breitling Make Sense Together
On the surface, luxury watches and gridiron football might seem like strange bedfellows. But dig deeper, and the fit is clearer:
- Tradition and legacy: Both the NFL and Breitling thrive on ritual, heritage, and generational loyalty.
- Precision and timing: Football is a sport of split-second decisions — perfectly aligned with watchmaking’s obsession with accuracy.
- Global ambition: The NFL is expanding worldwide; Breitling already has a strong international retail presence.
- Fan passion: NFL fans are known for investing in gear and collectibles; Breitling gives them a way to showcase team pride in luxury form.
Inside the Voices of the Deal
NFL’s View
Renie Anderson, NFL EVP & Chief Revenue Officer:
The partnership “unlocks new possibilities and value for the NFL”, delivering lasting products and tailored experiences for fans.
For the league, this isn’t just about watches — it’s about building connections through premium experiences tied to the sport’s biggest stages.
Breitling’s View
Georges Kern, Breitling CEO:
The NFL is about moments shared, traditions passed down, and pride in community. These are the same values Breitling wanted reflected in its watches.
Kern frames the timepieces as symbols of heritage, meant to be worn with pride and even passed on to future generations — just like love for a favorite NFL team.
Where Fans Will See Breitling
This isn’t a silent sponsorship. Breitling is stepping right into the spotlight of the NFL calendar:
- Super Bowl LX: Presence at the league’s biggest stage.
- NFL Honors (2026): Breitling will present custom watches to select winners.
- International Games: Dedicated activations in:
- São Paulo
- Dublin
- London
- Berlin
- Madrid
- Global retail activations: Breitling boutiques worldwide will host NFL-themed events and showcases.
This ensures the partnership lives in both game-day moments and year-round lifestyle experiences.
Breitling’s Heritage: Why This Partnership Matters
Founded in 1884 in Saint-Imier, Switzerland, Breitling is a brand known for:
- Pilot’s watches like the Navitimer, which became iconic in aviation circles.
- Diving and sport watches with rugged precision.
- Partnerships in aviation, exploration, and motorsport.
Breitling has always leaned into associations with adventure, performance, and endurance. By pairing with the NFL, the brand adds an American cultural juggernaut to its portfolio, aligning with a sport defined by discipline, teamwork, and spectacle.
The NFL’s Broader Sponsorship Playbook
The NFL doesn’t partner lightly. Its official sponsors include:
| Category | Major Partner | Notes |
|---|---|---|
| Apparel | Nike | League-wide uniform supplier. |
| Beverage | PepsiCo | Covers Gatorade, Pepsi, and more. |
| Betting/Gaming | DraftKings, FanDuel, Caesars | Online gaming & sportsbooks. |
| Technology | Microsoft | Surface tablets on sidelines. |
| Automotive | Hyundai, Ford (regional deals) | Sponsorship varies by market. |
| Luxury Watches | Breitling (new) | First-ever watchmaker deal. |
This list shows the NFL’s strategy: align with industry leaders, then leverage the brand to enhance fan engagement. Breitling’s entry fills a new lane in the luxury lifestyle category.
The Luxury Sports Market: Growing Fast
The Breitling-NFL deal isn’t happening in isolation. It’s part of a broader trend: luxury brands chasing sports partnerships.
Why?
- Sports are global stages: Billions of viewers worldwide.
- Fans = consumers: Passion translates into purchasing power.
- Heritage alignment: Both luxury and sports trade on prestige and tradition.
Examples:
- Rolex & Wimbledon (tennis tradition).
- TAG Heuer & Formula 1 (speed, precision).
- Louis Vuitton & the FIFA World Cup trophy case (cultural prestige).
- Omega & the Olympics (official timekeeper for decades).
The NFL, with its plans to expand in Europe and South America, is ripe territory. Breitling gets in early as the first luxury partner in its category.
What This Means for Fans and Collectors
For NFL fans:
- A chance to own team-specific luxury gear that goes beyond jerseys and hats.
- Watches become collectors’ items, especially limited runs tied to milestones like the Super Bowl.
For watch enthusiasts:
- Another example of luxury brands tapping into cultural partnerships.
- Likely to increase the value of team-specific pieces as rare crossover items.
For both worlds:
- A merging of sports passion and high-end craftsmanship, blurring the line between fan merchandise and luxury accessory.
Final Whistle: More Than Just a Deal
Breitling’s partnership with the NFL is more than a marketing play. It’s:
- A first-ever milestone for the league.
- A move that reflects the convergence of luxury and sport.
- A strategy that places both Breitling and the NFL on a bigger global stage.
When fans slip on a Breitling NFL watch, they’re not just wearing team colors — they’re wearing a story. A mix of Swiss heritage, American tradition, and the shared rituals of sport.
