Iconic Collaborations Between Watch Brands and Sports Events

Excellence in the world of sport is often measured in time. The fine line that separates the victors and the vanquished is sometimes drawn in seconds. This high-wire undertaking is what appeals to luxury watch brands. Well-versed in the business of precision and performance, they recognise the parallel between athletic power and horological expertise, each transfixed in an endless pursuit of something greater. Ahead, we take a look at the watchmakers who have found their respective sparring partners in iconic sporting events.

BREITLING & THE NATIONAL FOOTBALL LEAGUE

The collaboration between Breitling and the National Football League (NFL) is nothing short of historic. Having dipped its toe in the water with a collaboration with the Baltimore Ravens in the 1990s, the Swiss watchmaker takes the plunge as the official timepiece partner of the NFL, making history as the league’s first luxury watch brand affiliate.

The multi-year deal signed just last year will see the brand make its appearance across major NFL events, including the Super Bowl. To commemorate the occasion, the brand has unveiled two NFL Team Edition series: the Chronomat Automatic GMT and the Endurance Pro. Each collection features 32 models that represent the league’s teams.

OMEGA & THE OLYMPIC GAMES

Omega has been a trusted teammate of the Olympic Games for nearly a century—this year is no different. Returning to the global sporting spectacle as its Official Timekeeper, a responsibility it first shouldered in 1932, the brand brings more than just prestige to the table. It deploys no less than 300 timekeepers with 130 tonnes of cutting-edge equipment!

This comprehensive operation not only ensures accurate measurements of all 116 events at the Olympic Winter Games Milano Cortina. It also sets a new standard of excellence. The same can be said about the special-edition Seamaster Diver 300M. This dedicated watch brings the Games’ unique experience with a white ceramic case and a laser-engraved frosting on its dial.

ROLEX & THE CHAMPIONSHIPS, WIMBLEDON

Rolex’s on-court relationship with The Championships, Wimbledon is one for the books. After getting into gear with the world’s oldest tennis tournament in 1978, the watchmaker deepened its commitment by taking on the role of Official Timekeeper for the four Grand Slam events: the Australian Open, Roland-Garros, Wimbledon, and the US Open.

The brand’s passion for the sport extends beyond the arena. Its family of Testimonees, which includes icons like Roger Federer and Carlos Alcaraz, further testifies to its unyielding support for and celebration of tennis excellence. This affinity for sports and human achievement traces back to Hans Wilsdorf. The brand founder was known for revolutionising the industry with his robust and reliable timepieces.

TAG HEUER & FORMULA 1

You know what they say: you never forget your first. Tag Heuer had several firsts with Formula 1 (F1): the first luxury brand to have its logo appear on an F1 car in 1969, the first to sponsor a team in 1971, and it became an official partner in 1992. Last year, the watchmaker returned to the grid just in time for the premier racing series’ 75th anniversary.

The 10-year deal reiterates the brand’s commitment to sophisticated engineering and cutting-edge technology. This will be on display both on and off the track, through trackside branding, Fan Zone and Paddock Club activations, and new product ranges. The Tag Heuer Formula 1 Chronograph x Senna is among the latest models.

TISSOT & THE TOUR DE FRANCE

No one has expressed their love for the world of cycling quite like Tissot. Bound by a commitment to precision and dedication, the brand stands as the Official Timekeeper for many prestigious cycling races under Amaury Sport Organisation, notably the Tour de France. Its presence in the renowned race goes as far back as the 1980s.

From monitoring classifications and watching out for unexpected occurrences to tracking cyclists’ ever-shifting positions and communicating their standings, Tissot plays an integral role in ensuring the success of every edition. The insights it has gained over the decades have informed a number of its creations, including the T-Race Cycling watch.

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