WatchesAug 20, 2025
Oris Launches Watch Benefiting NYC Harbor Oyster RestorationWatchesSep 04, 2025
Breitling Takes Its NFL Game to the Next Level
Breitling is now the NFL’s official timepiece partner, a move that puts the brand in front of the millions of Americans who watch football.
An image from Breitling’s new campaign for its NFL watches; pictured is the Philadelphia Eagles version of the Breitling Chronomat Automatic GMT 40 NFL Team Editions watch. Breitling, which started making and selling officially licensed NFL watches last year, is now the league’s official timepiece partner. (Photo courtesy of Breitling)
New York—Last week, Breitling and the NFL shut down a side street outside the Breitling store in New York’s Meatpacking District to mark the start of the 2025 NFL season, which kicks off tonight in Philadelphia.
Like any good party, there was plenty of not-good-for-you food—sliders and fries, pizza, piles of meat from Katz’s Delicatessen, and chocolate chip-and-walnut cookies from Levain Bakery—plus some entertainment.
Breitling teased a “surprise performance” ahead of the event, and it delivered—the Dallas Cowboys cheerleaders, a Dallas institution made nationally famous by the hit Netflix show, “America’s Sweethearts,” treated the crowd to a truncated version of “Thunderstruck,” sans the jump splits.
The New York-style tailgate party, attended by NFL Commissioner Roger Goodell, former New York Giants quarterback Eli Manning, and Breitling ambassador Austin Butler, also marked the start of a deeper partnership between Breitling and the NFL.
Like any good party, there was plenty of not-good-for-you food—sliders and fries, pizza, piles of meat from Katz’s Delicatessen, and chocolate chip-and-walnut cookies from Levain Bakery—plus some entertainment.
Breitling teased a “surprise performance” ahead of the event, and it delivered—the Dallas Cowboys cheerleaders, a Dallas institution made nationally famous by the hit Netflix show, “America’s Sweethearts,” treated the crowd to a truncated version of “Thunderstruck,” sans the jump splits.
The New York-style tailgate party, attended by NFL Commissioner Roger Goodell, former New York Giants quarterback Eli Manning, and Breitling ambassador Austin Butler, also marked the start of a deeper partnership between Breitling and the NFL.
After inking a licensing deal with the league in 2024, Breitling announced on Aug. 27 that it is now the official timepiece partner of the NFL.
It is the first luxury watch brand to be an official NFL partner, joining a roster of well-known brands that are highly visible in the American football universe, names like Bud Light, Bose, Nike, Visa, and Gatorade.
The partnership gives Breitling exposure during the broadcast of NFL games and the chance to be seen at the league’s big events, including Super Bowl LX and NFL Honors, the end-of-season awards ceremony that takes place the week of the Super Bowl. Breitling will present the award winners with custom timepieces during the ceremony.
Breitling noted that the partnership also will include events at its stores overseas organized in connection with the NFL’s growing slate of international games.
This year, football games are set to take place in São Paulo, Dublin, London, Berlin, and Madrid.
Related stories will be right here …
It is the first luxury watch brand to be an official NFL partner, joining a roster of well-known brands that are highly visible in the American football universe, names like Bud Light, Bose, Nike, Visa, and Gatorade.
The partnership gives Breitling exposure during the broadcast of NFL games and the chance to be seen at the league’s big events, including Super Bowl LX and NFL Honors, the end-of-season awards ceremony that takes place the week of the Super Bowl. Breitling will present the award winners with custom timepieces during the ceremony.
Breitling noted that the partnership also will include events at its stores overseas organized in connection with the NFL’s growing slate of international games.
This year, football games are set to take place in São Paulo, Dublin, London, Berlin, and Madrid.
Breitling CEO Georges Kern called the elevated partnership a “defining moment” for the brand while Breitling U.S. President Thierry Prissert described the NFL as “an unmatched force in American culture.”
“With the NFL team-edition collections, Breitling continues to offer fans something they’ve never had before from a luxury watchmaker—timepieces that reflect their team loyalty while delivering the design, durability, and performance Breitling stands for,” Prissert said.
The Breitling Chronomat Automatic GMT 40 NFL Team Editions watch for the Miami Dolphins ($6,600)
The Pittsburgh Steelers version of the Breitling Endurance Pro NFL Team Editions watch ($4,400)
New this year, there are two NFL team-edition collections that, unlike the first NFL watches Breitling sold last year, are not limited editions.
The bolder of the two is the stainless steel Breitling Chronomat Automatic GMT 40, which features a dial awash in each team’s primary color with touches of its secondary color, as seen in the aqua blue and orange Miami Dolphins watch pictured above.
It is powered by the COSC-certified Breitling 32 caliber movement with a 42-hour power reserve.
The watch has a stainless steel bracelet and retails for $6,600.
The Endurance Pro NFL Team Editions, meanwhile, are sportier and less expensive.
They are quartz watches (the movement is Breitling’s COSC-certified SuperQuartz caliber 82) made in titanium with a rubber strap. They retail for $4,400.
The Endurance Pros have the team’s logo in the 6 o’clock subdial and incorporate its colors in a more subtle way, as seen in the Pittsburgh Steelers watch pictured above.
Both collections will be available at Breitling boutiques worldwide, authorized retailers, and on the Breitling website.
The 2025 NFL season kicks off at 8:20 p.m. Eastern tonight when the Super Bowl champion Philadelphia Eagles take on the Dallas Cowboys at Lincoln Financial Field in Philadelphia.
Editors' Picks
Sponsored by
More on Watches
The Latest
TrendsJul 31, 2026
These Pieces of the Week Are Sweet Edina Kiss’ “Popsicle” pendant and Karina Choudhrie’s “Ice Cream” charm satisfy that summer craving for a sweet piece of jewelry.
MajorsJul 31, 2026
Macy’s Iconic Red Shopping Bag Sign Torn DownThe massive billboard has been in the same spot on the department store’s Herald Square flagship store for decades.
SourcingJul 31, 2026
Gemfields’ H1 Revenue Jumps 72%The miner’s ruby and emerald auctions brought in a combined $102.9 million.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
SourcingJul 30, 2026
De Beers Sale in ‘Final, Most Challenging’ Phase, Anglo CEO SaysThe goal is for the De Beers sale to be finished by the second half of 2026, with the subsequent approvals process expected to take a year.
Weekly QuizJul 30, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Policies & IssuesJul 30, 2026
JA Heads Back to Washington as New Wave of Tariffs Takes Effect David Bonaparte, along with Tim Haake and Ronnie VanderLinden, continue to lobby for tariff exemptions for diamonds, gemstones, and pearls.
SurveysJul 30, 2026
Consumer Confidence Slips in JulySurvey respondents were concerned about the rising prices of food and groceries as well as unemployment.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
Events & AwardsJul 30, 2026
Vicenzaoro Releases 2026 Education LineupThe trade show, slated for Sept. 4-8 in Vicenza, Italy, will feature sessions on trends, AI, gemology, and manufacturing.
Events & AwardsJul 30, 2026
Hillsborough Show Moves to New Location for 2026The public shopping event featuring art, jewelry, watches, and rare collectibles, will take place in Santa Clara, California, this fall.
EditorsJul 29, 2026
Q&A: The Past and Future of Angola’s Diamond Industry Endiama Commercial Director Elton Escrivão knows people have a lot of misperceptions about Angola. He wants to change that.
MajorsJul 29, 2026
Kevin Reilly Retires After 39 Years in the Jewelry Industry Reilly has been with PGI USA for the last 20 years, leading partnership development and professional education.
FinancialsJul 29, 2026
Kering’s H1 Jewelry Sales Up 14%Boucheron reached record sales while Pomellato found success in its signature collections.
Events & AwardsJul 29, 2026
Lauren Harwell Godfrey Designs a Flag for ArkansasShe was one of more than 120 American designers who created flags for the “United Flags of Fashion” project led by CFDA and Vogue.
ColumnistsJul 28, 2026
Peter Smith: Why Your Job Postings May Be Working Against You Smith reveals the method The Retail Smiths use to help retailers and vendors write better job postings.
FinancialsJul 28, 2026
Tiffany & Co., Bulgari Lead the Way for LVMH in H1LVMH’s jewelry and watch brands outperformed the company’s other divisions in an environment the company described as “disrupted.”
CollectionsJul 28, 2026
Lionheart’s New Collection Unites Spiritual Iconography“Sacred Heart” features symbols like crosses, angel wings, the Star of David, and the evil eye as a representation of coexistence.
Events & AwardsJul 28, 2026
The Edge Funding 2 Scholarships Via 24 Karat Club SEUS The scholarships will go to early-career professionals looking to study gemology, bench work and jewelry design, or store operations.
SurveysJul 27, 2026
Jewelry Leads Luxury Market Amid Stabilization, Bain SaysBain & Company delved into the trends shaping the luxury market, the impact of AI, and more in its recent study.
SourcingJul 27, 2026
‘Rubies’ Goes on Display at Harvard MuseumThe exhibition reveals the gemology, geology, and cultural history of the iconic red gemstone.
Policies & IssuesJul 24, 2026
New Trump Tariffs: What They Mean for Jewelry The new sweeping slate of tariffs impacts 60 countries, including India, China, Thailand, Hong Kong, and the United Arab Emirates.
TrendsJul 24, 2026
Amanda’s Style File: Ode to ‘The Odyssey’From coin pendants to diamond shields, these old world-inspired jewels are the perfect accessory for an epic journey.
TrendsJul 24, 2026
Courtney Leidy’s Silk Cord Pendants Center Unexpected Pairings Our Piece of the Week pairs a checkerboard-cut amethyst with an ivy green silk cord.
PodcastsJul 23, 2026
Episode 7: Reinhold Jewelers on the Power of RelationshipsMildred Marcano Abrams and Yael Reinhold join the podcast to talk community connections, holiday plans, and preserving Reinhold’s legacy.
SourcingJul 23, 2026
De Beers’ Production Jumps 88 Percent in Q2 Production also was up in the first half of 2026 but is expected to “substantially” decrease in H2 as two key mines undergo maintenance.
CollectionsJul 23, 2026
Silvia Furmanovich’s New Collection Travels Back to the 1920s“Art Deco” fuses ancestral techniques, rare materials, and modern perspectives as a tribute to the optimism and curiosity of the movement.
IndependentsJul 23, 2026
Sissy's Log Cabin Opens Casino StoreThe jeweler’s newest store is inside Arkansas’ Saracen Casino Resort.
