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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.
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