This is the very first time a luxury brand partners with an American football team, but Hublot CEO Ricardo Guadalupe says it was a logical addition to the Hublot family. “Collaborating with an iconic team like the Dallas Cowboys felt like a natural addition to our ever-growing platform of unique and exciting partnerships across the world,” said Guadalupe. To celebrate the new partnership, Hublot launched three custom, limited-edition Dallas Cowboys-branded timepieces—two Classic Fusion and One King Power—inspired by the team’s blue and silver. Only 50 numbered pieces of each model will be produced. The watches feature the famed Cowboy star at 5 o’clock to pay homage to the Cowboys´ five Super Bowl wins, while the women’s piece boasts a star set in diamonds.