Breitling Becomes NFL’s First Official Luxury Timepiece Partner

Swiss watchmaker Breitling has signed a multi-year global agreement making it the National Football League’s first official luxury timepiece partner. The deal, announced ahead of the 2025 season that begins on 4 September, grants Breitling branding rights across U.S. and international NFL events, including Super Bowl LX and games scheduled for São Paulo, London, Berlin and Madrid. To mark the alliance, Breitling unveiled two collections—Chronomat Automatic GMT NFL and Endurance Pro NFL—offered in 32 editions carrying each team’s colors and logo. The stainless-steel Chronomat GMT retails for $6,600, while the titanium Endurance Pro is priced at $4,400. The company will also present custom watches to select winners at the 2026 NFL Honors and expects in-store activations at its boutiques worldwide. Chief Executive Officer Georges Kern said the partnership deepens Breitling’s push in its largest market, where the U.S. accounts for roughly 23 percent of revenue, despite a 39 percent tariff on Swiss imports. Kern added that the NFL’s expanding global footprint aligns with Breitling’s strategy to reach new consumers in the United States and abroad.