BREITLING is now the official timepiece partner of the NFL

Swiss luxury watchmaker Breitling has signed a multi-year global partnership with the National Football League, becoming the NFL’s first official timepiece partner.  The deal marks the league’s inaugural collaboration with a luxury watch brand and will see Breitling activate across major NFL events, including Super Bowl LX, NFL Honors, and the 2025 International Games.

To launch the partnership, Breitling has introduced two NFL team-edition collections: the Chronomat Automatic GMT and the Endurance Pro. Each line features 32 models, designed with official team colors and logos, and will be available worldwide during the 2025 NFL season at Breitling boutiques, authorized retailers, and online. As part of this partnership, Breitling will also present custom timepieces for select winners at the 2026 NFL Honors.

“Partnering with the NFL is a defining moment for Breitling,” said Georges Kern, CEO of Breitling. “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.”

The partnership was unveiled in New York City with a tailgate-style event in the Meatpacking District, where guests included Breitling brand ambassador Austin Butler, NFL commissioner Roger Goodell, Eli Manning, Chanel Iman, Olivia Ponton, and NBC Sports’ Maria Taylor.

“This partnership unlocks new possibilities and value for the NFL, allowing us to set a new standard for our brand,” added Renie Anderson, executive vice president and chief revenue officer for the NFL.  “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 tailored experiences tied to some of the league’s biggest moments.”

Breitling x NFL