Breitling Becomes The NFL’s First-Ever Official Timepiece Partner

In a massive move that bridges the worlds of sports and horology, Breitling has announced a multi-year global partnership with the National Football League (NFL), becoming the league’s first-ever official timepiece partner. This collaboration, unveiled just ahead of the 2025 NFL season, marks the NFL’s inaugural tie-up with a luxury watch brand and introduces team-specific editions across two iconic Breitling collections. Perhaps we could’ve seen this one coming, given the brand’s involvement with the NFL over the years, but this announcement feels different.

The agreement designates Breitling as the NFL’s global luxury timepiece partner, allowing the Swiss watchmaker to integrate its aesthetic with the league’s massive cultural footprint. Building on a history that includes a limited collaboration with the Baltimore Ravens in the 1990s, this deal expands Breitling’s reach to all 32 NFL teams. To commemorate the occasion, Breitling has launched two exclusive collections: the Chronomat Automatic GMT 40 and the Endurance Pro, each customized for every team with official colors and logos.

The Chronomat Automatic GMT 40 NFL Team Editions are designed for the jet-setting fan, featuring a dual-timezone display ideal for tracking games across continents. Priced at $6,600, these 40mm stainless steel watches boast a COSC-certified Breitling Caliber 32 movement with a 42-hour power reserve, 200 meters of water resistance, and team-specific dials—think Montana Red for the San Francisco 49ers or Midnight Green for the Philadelphia Eagles. The GMT hand highlights the team’s secondary color, while the caseback bears the engraved team logo, making it a versatile piece for tailgates or boardrooms.

Complementing this is the Endurance Pro NFL Team Editions, a lightweight titanium chronograph priced at $4,400. Powered by the SuperQuartz™ Caliber 82 for exceptional accuracy, it includes a pulsometer scale on the inner bezel in the team’s primary color, with the logo at the six o’clock subdial and the NFL shield on the caseback. At 44mm with 100 meters of water resistance, it’s built for active lifestyles, from stadium seats to workouts, and features a black rubber strap for all-day comfort.

These collections will launch worldwide during the 2025 NFL season, available at Breitling boutiques, authorized retailers, and online at Breitling.com. Breitling plans to activate the partnership at marquee events like Super Bowl LX, NFL Honors, and the 2025 International Games in cities including São Paulo, Dublin, London, Berlin, and Madrid. Custom timepieces will even be awarded to select winners at the 2026 NFL Honors, further embedding the brand in the league’s traditions.

The partnership has drawn enthusiastic praise from both sides. NFL Executive Vice President and Chief Revenue Officer Renie Anderson noted, “This partnership unlocks new possibilities and value for the NFL, allowing us to set a new standard for our brand.” She emphasized integrating Breitling’s bold spirit with the NFL’s energy to create meaningful fan experiences.

Breitling CEO Georges Kern called it a “defining moment,” stating, “The NFL brings people together: families, friends, entire communities. It’s about the moments you share and the traditions you build over time.” Thierry Prissert, President of Breitling US, added that the deal strengthens the brand’s authentic connection to American culture, offering fans unprecedented luxury items that blend team loyalty with high-end craftsmanship.

Kyle Smith, fashion editor at the NFL, highlighted the synergy: “At the NFL, precision and performance live on and off the field. Partnering with Breitling will allow fans to incorporate that spirit into their look.”

This alliance isn’t just a win for Breitling and the NFL—it’s a pivotal shift for the luxury watch sector. As the first luxury timepiece brand to secure such a comprehensive NFL deal, Breitling is setting a precedent for how high-end manufacturers can tap into mass-market sports fandom. With the U.S. accounting for about a quarter of Breitling’s turnover, this partnership bolsters its dominance in its top market amid challenges.

For the industry at large, this move highlights the growing intersection of luxury watches and professional sports. Joining brands like Rolex, with its association with tennis, or Omega, with the Olympics, that have long leveraged athletic prestige, Breitling’s NFL entry offers accessible, team-branded pieces for both fans and collectors.

Moreover, the global scope aligns with the NFL’s international expansion, enabling Breitling to host fan activations worldwide and position watches as heirlooms that foster lifelong loyalty. This fan-centric approach may push competitors to innovate in experiential marketing, blending horology with lifestyle elements like tailgate events and player ambassadorships. As the 2025 season unfolds, expect this collaboration to influence how luxury brands score big in sports culture for years to come.