Breitling just pulled off something no other luxury watchmaker has done before – it’s now the official timepiece partner of the NFL. Yes, the same league where Sunday night football is practically religion in America now has a Swiss watch brand as its official wristwear.
This deal means every one of the NFL’s 32 teams is getting two official Breitling watches. One for the fans who want something sleek and a bit more refined, and one for those who prefer their loyalty worn loud and proud.
And while it’s easy to roll your eyes at yet another “brand x sports league” collab, this one feels bigger. The NFL is the biggest sports league in America, and it prints money like few other organizations in the world.
Why the NFL and Why Now? π€
The U.S. is the most important market for Swiss watches right now. Europe still cares, Asia has cooled off, but America? America is buying. And what’s more American than football? Georges Kern, Breitling’s CEO since 2017, is betting hard that the overlap between “people who spend €4,000–€6,000 on a watch” and “people who live and breathe NFL Sundays” is big enough to make this a win.
He’s not wrong. Football has always had an element of ritual and lifestyle to it, and watches live in that same emotional space. This isn’t about telling time. It’s about showing people who you are. Breitling knows this.
The Watches β
Breitling created two models for each NFL team:
Chronomat GMT 40 NFL Editions
40mm stainless steel case
COSC-certified automatic movement
42-hour power reserve
Team primary colour dial + secondary colour GMT hand
Caseback engraved with team logo
200m water resistance
€6,100
This one’s the “classy” choice. From a distance, it just looks like a solid everyday Breitling. Up close, the team colour dial and logo engraving make it clear who you’re backing. It’s subtle, which feels unusual in the world of sports merch.
Endurance Pro NFL Editions
44mm titanium case
Super-light, COSC-certified quartz movement
1/10th second chronograph
Pulsation scale (for when the game gets stressful)
Rubber strap
NFL logo on the back
100m water resistance
€4,000
This one’s the opposite: bold, lightweight, and in your face. It’s made for game day, tailgates, and anyone who wants their wrist to show their team allegiance louder than their jersey.
The Business Play πΌ
Beyond the hype, this deal is smart for two reasons:
Brand visibility. Omega has the Olympics, Rolex has tennis and golf, TAG Heuer has Formula 1. Breitling now has the NFL. It plants their flag in the biggest American sport and guarantees constant airtime in the U.S. market.
Timing. The U.S. is leading global watch demand while China slows down. Even with the new 39% import tariffs making Swiss watches pricier stateside, Breitling is doubling down. Kern even shipped extra stock to U.S. retailers before the tariffs hit. Risky? Maybe. But it also shows confidence.
The Cultural Angle π
For die-hard watch fans, collabs like this can feel gimmicky. A serious mechanical watch branded with a football team logo? Easy to hate. But look past the knee-jerk reaction, and there’s something interesting here.
At the same time, this is clearly about lifestyle branding. These watches are less about the purity of horology and more about the intersection of sports culture and luxury. And whether that excites you or makes you cringe says a lot about what kind of watch fan you are.
The Positives β
Accessibility for fans. At least compared to Rolex or AP, a €4k–€6k Breitling is actually attainable for a good portion of NFL fans.
Subtle design. Team logos on the caseback rather than the dial make the Chronomat wearable beyond game day.
Boldness. The Endurance Pro makes no apologies. It’s loud, sporty, and fun.
The Negatives β
Potentially gimmicky. If you’re not into football, these editions don’t really offer much beyond a colour swap and engraving.
Quartz stigma. Some watch fans will immediately dismiss the Endurance Pro because of the movement, even if it’s practical.
Market risk. With tariffs and shifting U.S. tastes, Breitling is taking a gamble on how many fans will actually buy into this crossover.
Final Take π
This release is about Breitling betting big on identity, lifestyle, and American culture. Football fans now have the chance to support their team in stainless steel or titanium on their wrist – not just on a jersey or a cap.
Is this move going to win over hardcore collectors? Maybe not. But will it connect with a new audience that sees watches less as sacred objects and more as lifestyle statements? Almost certainly.
Breitling just made football watches a thing. And whether you love it or hate it, that’s something no other Swiss brand can say.
