WatchesSep 11, 2024
These Are the Watches Women Want, Says Chrono24WatchesSep 13, 2024
Breitling Inks Licensing Deal with the NFL
The Swiss watchmaker has created limited-edition timepieces for all 32 National Football League teams.
Breitling now has a licensing agreement with the NFL, creating watches for each of the league’s 32 teams that incorporate their colors and logos. Pictured here are the watches for the four teams in the AFC North division. Clockwise from top left, they are the Baltimore Ravens, Pittsburgh Steelers, Cincinnati Bengals, and Cleveland Browns.
New York—Breitling kicked off a new partnership earlier this month, a long-term licensing agreement to create team-specific watches for the NFL.
Breitling said the collaboration is the first and only of its kind between a Swiss watchmaker and the NFL, widely considered to be the most popular sports league in North America.
The model used for Breitling’s NFL watches is the Chronomat B01 42, a 42 mm timepiece powered by the in-house Calibre 01, a COSC-certified chronometer movement with a power reserve of about 70 hours and a five-year warranty.
Like all Chronomat models, the Breitling NFL watches are water-resistant to 200 meters and feature luminescent Super-LumiNova hands, raised rider tabs at the 15-minute marks, and a triple-register dial with integrated date at 6 o’clock.
The case is stainless steel, as is the rouleaux bracelet.
Breitling said the collaboration is the first and only of its kind between a Swiss watchmaker and the NFL, widely considered to be the most popular sports league in North America.
The model used for Breitling’s NFL watches is the Chronomat B01 42, a 42 mm timepiece powered by the in-house Calibre 01, a COSC-certified chronometer movement with a power reserve of about 70 hours and a five-year warranty.
Like all Chronomat models, the Breitling NFL watches are water-resistant to 200 meters and feature luminescent Super-LumiNova hands, raised rider tabs at the 15-minute marks, and a triple-register dial with integrated date at 6 o’clock.
The case is stainless steel, as is the rouleaux bracelet.
A closeup of the Breitling Chronomat created for one of the NFL’s most popular teams, the Pittsburgh Steelers. The dial is black and the hands are yellow, a reflection of the Steelers’ colors, while the team’s hypocycloid logo can be seen in the subdial at 9 o’clock.
The watch for the Kansas City Chiefs, the team that won the Super Bowl last season, has a red dial and yellow hands. The watches in the Breitling Chronomat NFL Collection are available with stainless steel bracelets or rubber straps, as seen here.
Breitling made a model for each NFL team but, in true Breitling style, the incorporation of each team’s aesthetic is subtle; one would not necessarily know it was an NFL watch at first glance.
The dial, second hand, and subdial hands reflect the team’s official colors—for example, black and gold for the Pittsburgh Steelers, as seen above—while a small version of the team’s logo is displayed in the 9 o’clock subdial.
Breitling is only making 104 of each team’s watch, a nod to the NFL’s 104th anniversary this year, so the words “One of 104” are engraved on the caseback, along with the NFL logo.
The watches retail for $9,200 on a stainless steel bracelet or $8,800 on a rubber strap.
While the partnership between the NFL, a quintessentially American enterprise, and a Swiss luxury watchmaker is novel, this is not Breitling’s first foray into the world of American football.
The company said retired NFL quarterback Boomer Esiason, who played in the league for 14 seasons, primarily with the Cincinnati Bengals, has been one of its brand ambassadors for more than 30 years.
In 2022, Breitling added another QB to its roster, signing Jacksonville Jaguars signal-caller Trevor Lawrence, and it created a limited-edition Chronomat for last year’s Super Bowl, Super Bowl LVIII.
Breitling’s NFL watches are being sold at Breitling boutiques, authorized retailers, and online at Breitling.com.
Editors' Picks
Sponsored by
More on Watches
The Latest
EditorsNov 06, 2026
The Spectrum Pieces I Can’t Stop Thinking AboutFrom a Betta fish brooch to a “dragon’s trove” of zircon eggs, here are seven pieces that’ve stuck with Associate Editor Lauren McLemore.
TrendsNov 06, 2026
Pat Pruitt’s DragonFly Earrings Take Flight on Election NightGroundbreaking New Mexico Governor-elect Deb Haaland wore the earrings, our Piece of the Week, when she declared victory on Tuesday.
MajorsNov 06, 2026
SNL’s Colin Jost Finds the Perfect Gift in Kay Jewelers’ Holiday AdJost goes on an epic journey, traversing rough seas and encountering a cyclops, to discover the perfect holiday gift.
Brought to you by
How Overnight Mountings’ Bridal Builder Makes Custom Engagement Ring Design Easier to SellWith customization becoming more expected in engagement ring shopping, the Bridal Builder makes the process tangible.
Supplier BulletinNov 05, 2026
Winning With GCAL 8X®: What’s Working at the CounterSponsored by GCAL by Sarine
Weekly QuizNov 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SurveysNov 05, 2026
What Retailers Should Know About Holiday Shoppers This YearFrom shrinking budgets to AI elves, here are five takeaways from holiday reports by Bain, Adobe, Mastercard, NRF, and insights from YouGov.
CollectionsNov 05, 2026
Judi Powers, Russell Jones Unleash Joy With New CollaborationThe designers combined their talents for Little Pet Portraits, hand-painted miniatures of our best friends set in a piece of jewelry.
Brought to you by
A Diamond Is Forever Launches 2026 Holiday Campaign Championing Natural DiamondsA Diamond Is Forever's holiday campaign reimagines natural diamond icons for a new generation celebrating individuality.
FinancialsNov 05, 2026
Brilliant Earth Continued to Resonate With High-Income Shoppers in Q3Its non-bridal fine jewelry remains the star of the show, recently launching new collections inspired by Elizabeth Taylor and Jane Goodall.
MajorsNov 05, 2026
Ariana Grande Stars In Swarovski’s Holiday Campaign“Joy: The Swarovski Musical” features Ariana Grande as the leading lady in scenes inspired by classic musical montages.
GradingNov 05, 2026
GIA to Offer Next-Day Holiday ServicesThe lab will bring back its complimentary next-day service for some reports starting next week.
CrimeNov 04, 2026
$250K+ in Undeclared Cartier Jewelry Seized at Philadelphia AirportA Pennsylvania woman failed to declare a ring and a bracelet, discarding the boxes and receipts to conceal the purchases, officials said.
FinancialsNov 04, 2026
Pandora’s Q3 Sales Up 7% Amid Focus on DesignNew collections and relevant marketing pushed the company forward, while Pandora’s lab-grown diamond sales continue to lag.
Events & AwardsNov 04, 2026
NYC Jewelry Week 2026 Is the Largest Edition YetThe citywide celebration, slated for Nov. 16-22, is set to host more than 175 events, including live jewelry-making demos.
MajorsNov 04, 2026
Bergdorf Goodman Names New PresidentLanessa Elrod, former president and CEO of Louis Vuitton Americas, has stepped into the role as the retailer celebrates 125 years.
AuctionsNov 03, 2026
Infinity Gauntlet Set With 170+ Carats of Colored Gemstones Up for AuctionA replica of one of the most powerful objects in the Marvel Cinematic Universe, the glove is heading to auction next month in Abu Dhabi.
IndependentsNov 03, 2026
Longtime Jewelry Marketer Arthur Klein Dies at 89Klein, who had his own marketing agency and worked for Gabriel & Co. and Trans American Diamond, is remembered as a kind man.
IndependentsNov 03, 2026
Zadok Jewelers Toasts To 50 Years With Diamond Bracelet GiveawayTo enter the giveaway, locals can purchase a featured beverage from one of eight participating restaurants in Houston and Austin, Texas.
Events & AwardsNov 03, 2026
David Yurman Gem Awards Grant Opens 2027 ApplicationsThe grant recipient will be awarded $50,000 as well as mentoring meetings with executives at David Yurman and other industry executives.
Events & AwardsNov 03, 2026
NAJA, Instappraise Name 2026 Scholarship WinnersThe winners include a non-NAJA member seeking training, a member beginning NAJA courses, and a member becoming a Certified Master Appraiser.
AuctionsNov 02, 2026
197-Carat ‘Romanov Sapphire’ Heads to Sotheby’s GenevaThe rare jewel, which has links to Russia’s Romanov dynasty, is estimated to fetch up to $2 million.
CrimeNov 02, 2026
Customs Seizes More Than 400 Fake Audemars Piguet WatchesIt is one of several seizures of counterfeit jewelry and watches by U.S. Customs and Border Protection officials in Louisville this year.
MajorsNov 02, 2026
Lawrence Bock, Caryl Capeci, Amanda Coleman-Phelps Join JA Board Jewelers of America announced the additions to its board of directors following its annual general meeting, held last week.
CollectionsNov 02, 2026
Olympian Kristi Yamaguchi, Heller Jewelers Expand ‘Always Dream’ CollectionThe jewelry collection supports Yamaguchi’s Always Dream foundation, which provides reading and educational resources to families in need.
Events & AwardsOct 30, 2026
Illuminating Carved Paraiba Pendant, Suite of Moonstones Wow at Spectrum AwardsSpectrum’s “Best of Show” honors went to a 101-carat Paraiba carved to look like Medusa that has a magnet-activated LED light.
TrendsOct 30, 2026
Edina Kiss’ Pendants Say ‘Eye’m Watching You’Our Halloween Pieces of the Week are four “Eye” pendants, each set with colorful gemstones.
MajorsOct 30, 2026
The RealReal Hires Former eBay Exec as New Chief Merchandising OfficerAlexis Hoopes expanded eBay’s “Authenticity Guarantee” program during her tenure.
