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
IndependentsApr 01, 2025
Bergman Jewelers in Omaha Closing After 137 YearsThe independent jeweler first opened its doors in 1888.
MajorsApr 01, 2025
QVC Group to Cut 900 Jobs in the U.S.The layoffs come amid the TV shopping channel’s efforts to restructure and focus on live shopping through social media.
Events & AwardsApr 01, 2025
U.S. Antique Shows Adds Fall Show in FloridaThe debut event will take place in Miami’s Coconut Grove neighborhood this fall.
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They DeserveBench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.
Events & AwardsApr 01, 2025
TJS to Host Discussion on Jewelry Industry’s Labor ShortageThe roundtable will take place May 17 ahead of the trade show’s welcome dinner.
Weekly QuizMar 27, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsApr 01, 2025
Monica Rich Kosann Says ‘Good Grief’ in Peanuts Jewelry CollectionThe “Peanuts x Monica Rich Kosann” collection features the comic strip’s classic vocabulary across 10 bracelet designs.
Recorded WebinarsMar 31, 2025
Watch: What Do We Mean When We Say ‘Recycled’ Gold?Three industry experts dive into the complexities of the material often marketed as an “ethical” alternative for metal in jewelry.
Brought to you by
Natural Diamonds Should Mean MoreNatural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.
TrendsMar 31, 2025
Amanda’s Style File: Dripping in DiamondsDiamonds are not only one of the most prominent gemstones, but the birthstone for those born in April.
MajorsMar 31, 2025
Lashbrook Expands Into Luxury Golf Gifts With AcquisitionThe Utah-based company known for making wedding bands has acquired Doubloon Golf.
CrimeMar 28, 2025
2 Suspects Arrested in $1.7M Smash-and-Grab Robbery of NY Jewelry StoreAuthorities said the robbers fled with jewelry and 70 Rolex watches, later taking pictures of themselves posing with big stacks of cash.
SourcingMar 28, 2025
19th-Century Jade Book Now Available in EnglishLotus Gemology founder Richard W. Hughes has translated Heinrich Fischer’s 1880 book “Nephrit und Jadeit” from its original German.
CollectionsMar 28, 2025
Piece of the Week: Löf’s ‘The Valentine’ RingThe ring's design features contrasting lines influenced by work from architecture-inspired photographer Nikola Olic.
SurveysMar 27, 2025
Consumer Confidence Falls in March Amid ‘Gloomy’ OutlookThe Conference Board’s index fell as consumers continued to worry about the impact of tariffs, the labor market, and the price of eggs.
AuctionsMar 27, 2025
300-Year-Old Ring Linked to Witch Trial Judge Goes Unsold at Auction However, two medieval jewels surpassed estimates at Noonans Mayfair’s recent jewelry auction in London.
SourcingMar 27, 2025
Susan Jacques, Gaetano Cavalieri to Headline 2025 ICA Congress The Congress is scheduled to take place May 19-22 in Brasilia, Brazil.
IndependentsMar 26, 2025
Bailey’s Fine Jewelry Acquires Fellow NC Independent JewelerThe family-owned retailer is the new owner of Morrison Smith Jewelers in Charlotte, North Carolina.
WatchesMar 26, 2025
Bulova Celebrates 150th Anniversary With Art Deco WatchesThe “150 Art Deco” collection features a Miss America timepiece and a pocket watch from the brand’s Archive Series.
MajorsMar 26, 2025
QVC Group Appoints New PresidentAlex Wellen, formerly CEO and president of MotorTrend Group, has taken on the role.
Events & AwardsMar 26, 2025
Jewelers of America Announces New Funding Initiative The Impact Initiative is part of the nonprofit association’s new three-year strategic plan.
AuctionsMar 25, 2025
Christie’s To Auction 35-Carat Sapphire, 13-Carat RubyThe ruby and the sapphire, which Christie’s calls a “once-in-a-generation masterpiece,” are part of the upcoming Hong Kong jewelry auction.
CrimeMar 25, 2025
Tiffany & Co. Earrings Swallowed Following Grab-and-Run Theft RecoveredThe two pairs of earrings, snatched from a Tiffany & Co. store in Orlando, Florida, are valued at a combined $769,500.
ColumnistsMar 25, 2025
The Smart Lab: Using Short-Form Videos to Sell More JewelryThe time to start experimenting with video content is now, writes columnist Emmanuel Raheb.
CollectionsMar 24, 2025
Pomellato’s Latest ‘Nudo’ Collections Revamp its Classic DesignFrom striking high jewelry to miniature fine jewelry, the new chapter continues to highlight gemstones featuring its signature 57-facet cut.
MajorsMar 24, 2025
4 Top Executives to Depart Signet Jewelers Amid TurnaroundThe jewelry giant is reducing its senior leadership by 30 percent as part of its new turnaround strategy.
WatchesMar 24, 2025
Sotheby's Now Offers Watch Repair ServicesThe auction house's partnership with online watch servicing platform WatchCheck makes repairs convenient and accessible, it said.
FinancialsMar 21, 2025
Swarovski Says Its Lab-Grown Diamond Sales Doubled in 2024The company also noted record sales in the United States and a strong performance in its jewelry category.
