Luxury watchmaking and American football aren’t two worlds you’d usually put together, but 2025 has just changed that. Breitling has signed on as the official timepiece partner of the NFL – the league’s first collaboration with a luxury watch brand. It might be a bold move and while unexpected? Maybe, but it makes sense. Both names deal in precision, performance, and a loyal following that borders on obsession.
To celebrate, Breitling has gone all in, releasing two full collections tied to every single team in the league. That’s 32 variations of the Chronomat Automatic GMT 40 and 32 takes on the Endurance Pro. The result is a selection of watches that go beyond generic merchandise and into serious collector’s territory.
The Chronomat GMT 40 is the sophisticated play. Team colours dominate the dial and GMT hand, while the caseback carries each club’s logo. It’s the kind of watch that can move from airport lounges to the stands without skipping a beat, running on Breitling’s Caliber 32 with a 42-hour reserve and 200-metre water resistance.
The Endurance Pro is the fan’s daily driver. Built in titanium, it’s lightweight, bold, and built for game day. A pulsometer scale wrapped in team colours circles the bezel, while the logo anchors the dial at six o’clock. Inside, the SuperQuartz™ keeps it cutting-sharp accurate – ideal when you’re timing a workout, or just the final seconds of overtime.
What makes this partnership bigger than the watches is how Breitling is embedding itself into the NFL calendar. Super Bowl LX, NFL Honors, the international games across São Paulo, Dublin, London, Berlin, and Madrid – Breitling will be there. It’s not just about watches on wrists, it’s about positioning Swiss craft on one of the world’s loudest, most watched stages.
Breitling’s CEO Georges Kern nailed the sentiment: football isn’t just about the sport – it’s about families, friends, communities, and the rituals that carry on season after season. “It’s about the moments you share and the traditions you build over time. That’s what we wanted to reflect in these watches. It’s something you wear with pride and one day pass on, along with your love for the game.” That’s what Breitling is trying to bottle in steel and titanium: the idea of a timepiece that represents pride now and becomes something to hand down later.
The Breitling x NFL team editions drop during the 2025 season. For fans, it’s a chance to take loyalty beyond jerseys and caps, and into something that lasts. For Breitling, it’s a touchdown in a whole new arena.
