Breitling And NFL Announce Luxury Timepiece Partnership

Breitling has been named the official timepiece partner of the National Football League in a landmark multi-year global agreement — the NFL’s first collaboration with a luxury watch brand. The partnership introduces two special collections, the Chronomat Automatic GMT and the Endurance Pro, each available in bespoke editions for the league’s 32 teams.

Described as a “defining moment” by Breitling CEO Georges Kern, the collaboration brings together two institutions with a legacy of performance, precision, and cultural impact. “The NFL brings people together… that’s what we wanted to reflect in these watches,” said Kern. “It’s something you wear with pride and one day pass on, along with your love for the game.”’

The partnership will be visible across key NFL calendar moments, including Super Bowl LX and NFL Honors, where Breitling will presentcustom timepieces to select award winners. Breitling will also play a role in the league’s global expansion, with activations planned across its boutiques in connection with the 2025 NFL International Games in cities including São Paulo, London, Berlin and Madrid.

Each watch in the NFL Team Edition series features individual team colours and logos, combining Breitling’s high-performance engineering with the bold identity of every NFL franchise. The collections will launch during the 2025 NFL season and be available worldwide at Breitling boutiques, authorised retailers and online.

Renie Anderson, Executive Vice President and Chief Revenue Officer of the NFL, highlighted the cultural synergy between the two brands: “This partnership unlocks new possibilities and value for the NFL… through meaningful, lasting products and tailored experiences tied to some of the league’s biggest moments.”

From the stadium to the boutique, Breitling’s move into the world of American football marks a new frontier in sport-meets-style luxury — uniting generations of fans through timepieces designed to be worn, remembered, and passed on.