Watchmaking and American football have formed a significant new alliance. This partnership is a first for the NFL, which has never before collaborated with a luxury watch brand on a global scale.
This multi-year agreement designates Breitling as the NFL’s official timepiece partner, a move that feels both surprising and perfectly logical when you consider the companies’ shared emphasis on precision and performance.
To commemorate this new relationship, the Swiss watchmaker has introduced two distinct collections. Thirty-two teams are represented across two models: the Chronomat Automatic GMT 40 and the Endurance Pro. Fans can choose a timepiece that reflects their team allegiance and personal style, whether they prefer a classic mechanical watch or a modern, high-performance sports chronograph.
Renie Anderson, the NFL’s executive vice president and chief revenue officer, views the partnership as a strategic step forward for the league. This partnership unlocks new possibilities and value for the NFL, allowing us to set a new standard for our brand,” she stated. “We look forward to integrating the bold spirit of Breitling with the power of our sport to connect with fans through meaningful, lasting products and experiences tied to some of the league’s biggest moments.“
This is not Breitling’s first interaction with the NFL. Some collectors may remember a limited-edition Chronomat made for the Baltimore Ravens in the 1990s. This new venture, however, is a comprehensive, global undertaking. Georges Kern, the CEO of Breitling, highlighted the communal aspect of the sport as a driving force behind the collections. “Partnering with the NFL is a defining moment for Breitling,” Kern explained. “The NFL brings people together: families, friends, entire communities. 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.”
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The collaboration will be visible at major NFL events, including Super Bowl LX and the annual NFL Honors ceremony, where select winners will receive custom Breitling timepieces. The partnership also supports the NFL’s international expansion, with activations planned in boutiques to coincide with the 2025 games in Brazil, Ireland, the United Kingdom, Germany, and Spain.
Now, let’s take a look at the watches themselves, beginning with the Chronomat Automatic GMT 40 NFL Team Editions. This model is aimed at fans who travel to support their team. The GMT complication allows you to track a second time zone, making it a practical tool for anyone crossing state lines or oceans for a game.
The watch is built on the versatile 40 mm stainless steel Chronomat platform. It features a solid caseback, 200 meters of water resistance, and the iconic rouleaux bracelet. This makes the watch robust enough for a tailgate party yet refined enough for a post-game celebration. The execution of the team-specific design is thoughtful. The main dial color reflects each team’s primary color. For example, the San Francisco 49ers’ distinct Montana Red is featured. The GMT hand incorporates the team’s secondary color—like Steelers Gold—and points to a subtle, tone-on-tone 24-hour scale. The caseback is engraved with the individual team’s logo to complete the tribute.
The Chronomat GMT is powered by the COSC-certified Breitling Caliber 32 automatic movement. With a 42-hour power reserve, it’s a reliable workhorse that ensures accurate timekeeping, whether you’re at home or away.
For a more contemporary and athletic look, consider the Endurance Pro NFL Team Editions from Breitling. This collection emphasizes lightweight performance and modern materials. The 44 mm case is made of titanium, which is significantly lighter than steel and ensures comfort during any activity.
The Endurance Pro is the ultimate athleisure watch. It features a thermocompensated SuperQuartz™ movement, the Breitling Caliber 82, which is COSC-certified for exceptional accuracy. The design integration for the NFL teams is distinct from that of the Chronomat. The team’s primary color is featured on the inner bezel, which includes a pulsometer scale — a useful feature for tracking your heart rate during tense overtime periods. The team’s logo is neatly placed within the six o’clock subdial, and the NFL Shield logo is etched onto the solid titanium caseback.
A bidirectional rotating bezel with a compass scale adds to its utility. The black dial provides an ideal backdrop for the team colors and luminescent hands and numerals, ensuring optimal readability in all conditions. Each Endurance Pro comes with a black rubber strap and titanium buckle that completes its sporty aesthetic.
Kyle Smith, a fashion editor at the NFL, commented on how these watches bridge the gap between sportswear and personal style. “At the NFL, precision and performance live on and off the field,” Smith said. “Partnering with Breitling and developing the NFL Team Editions allows fans to incorporate that spirit into their look with a bold, personal statement that’s unmistakably tied to their favorite team.”
By offering two distinct models, Breitling and the NFL cater to a wide range of fans and watch enthusiasts. The Chronomat GMT appeals to traditionalists who appreciate mechanical watchmaking and classic design, while the Endurance Pro is ideal for modern fans who value lightweight technology and athletic functionality. Both collections offer a sophisticated way for fans to show their loyalty, moving far beyond typical team merchandise.