When Thierry Prissert first moved to the United States from France, he quickly learned that football wasn’t just a sport there, it was an institution. “Every Monday, when I get to the office, everybody is talking about football,” says the Breitling U.S. President, reflecting on his 25 years in America. “It’s a virtual thing. It’s a get-together. It’s a Sunday afternoon tradition and Monday’s touchpoint.”

Now, with Breitling announced as the NFL’s first-ever official timepiece partner, the watchmaker isn’t just keeping time; it’s becoming part of that tradition. “This is so much bigger than just sport,” Prissert explains. “For me, it’s a cultural thing. American football is the essence of American culture. From Tennessee to California, from small towns to big cities, everybody talks about it. To be able to link our brand to that is amazing.”

Georges Kern, CEO, Breitling

For Breitling’s CEO Georges Kern, this inclusive atmosphere was key to the partnership. “Breitling is high-end, yes, but we’re also an approachable luxury brand. Our boutiques are open and welcoming, and our communication style is relaxed,” he says. “That’s why the NFL fits us — it speaks to families, women, CEOs, everyone. It’s mainstream and aspirational at the same time.

“We’re the first luxury company to partner with the NFL, which is surprising. The Super Bowl has over 100 million viewers, a lot of CEOs are watching, and the atmosphere in the stadium is pure family — kids, parents — a passionate cross-generational happening. It’s exactly the kind of community we want Breitling to be part of. The U.S. is our number one market, representing about a quarter of our turnover. It makes perfect sense to commit at this level. We need to show our strength — we’re not a small player anymore, we’re grown up now.”

From charity watch to League partner

The path to this historic partnership started in unlikely fashion. Two years ago, longtime Breitling friend and NFL legend Boomer Esiason suggested creating a Super Bowl-themed watch for his charity (The Boomer Esiason Foundation that supports individuals and families in the cystic fibrosis community). Prissert recalls: “I said, ‘I can make a watch to benefit your charity, no problem. But it would be good to have a link with the NFL.’ And Boomer goes, ‘I think we can work on that.’”

 

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That one-off idea grew into a licensing agreement, where Breitling created team-colored watches for select NFL franchises. They sold out quickly. “We were very successful in many communities,” Prissert says. “We could have sold many more of some team watches. It gave us an idea and begged the question: why don’t we take the next step?” 

That “next step” is what we see today: a multi-year, global partnership that makes Breitling the first official timepiece of the NFL, granting rights to all 32 teams and access to the league’s most iconic stages.

Boomer Esiason (left), American football quarterback and host of The NFL Today, and Thierry Prissert (right), U.S. President, Breitling

The distinction matters. In an era when any brand can buy stadium ad space, only a select few become true NFL partners. “When you’re a partner, it means something else,” Prissert notes. “It means having the use of the shield, being able to use images, to promote, to be more into the sport. There are only around 40 partners of the NFL. So to be in that ecosystem, for us, it’s huge.” 

Renee Anderson, the NFL’s Executive Vice President and Chief Revenue Officer, echoes that point. “We don’t just partner with anyone,” she says. “With Breitling, it wasn’t forced, it’s authentic. Their values of performance, responsibility, and integrity align with ours. That’s why we’re so excited about this next step.” 

Breitling x NFL campaign showcases how fans can stylishly wear their favorite NFL edition watch on game day

For Anderson, the collaboration is about more than branding. It’s about serving fans in new ways. “We get to feed the appetite of our fans on a luxury scale that we haven’t before,” she explains.

“Game day is about what you wear, how you express yourself. Now fans can do that with a timepiece that reflects their team and their style.”

– Renee Anderson, the NFL’s Executive Vice President and Chief Revenue Officer

Breitling NFL Team Editions: Chronomat Automatic GMT and Endurance Pro

The watches themselves speak volumes. The Chronomat Automatic GMT 40 NFL Team Editions, with precise Pantone-matched dials and subtle engraved logos on the caseback, are built for travel and passion alike. The Endurance Pro NFL Team Editions in titanium, featuring the NFL logo on the caseback, combine sport utility with fan identity. “We didn’t want these watches to be too in your face,” says Kern. “The team colors are there, but the logo sits on the back. It’s a beautiful watch first of all, with a discreet link to the teams people love.” 

Prissert delights in showing off the variety: “When you see a purple dial on a chronograph — who else would have done that? The Baltimore Ravens, the Minnesota Vikings, the LA Rams, they are all different shades of purple, and each dial is exactly Pantone-correct. That’s the beauty of it.” 

For him, these aren’t just limited runs of novelty watches. They are conversation starters, generational keepsakes, and cultural markers. “It’s about celebrating fandom,” he says. “It’s about giving fans something they can wear with pride, and one day pass on along with their love of the game.” 

Kansas City Chiefs’ tight end Travis Kelce (left) celebrates with Taylor Swift (right) after a victory against the Baltimore Ravens in the AFC championship game on 28 Jan, 2024 (Photo by Patrick Smith/Getty Images)

The NFL has always thrived on its ability to transcend sport. Its halftime shows draw music icons, its stars walk Paris Fashion Week, and its moments spill into pop culture — sometimes unexpectedly.

Last year, Taylor Swift’s relationship with Kansas City Chiefs star Travis Kelce became the most talked-about storyline of the season, fueling memes, headlines, and a spike in female viewership. 

“The NFL isn’t just a sport, it’s a lifestyle,” Anderson says. “It touches fashion, music, video games, everyday culture. Through Breitling, we can connect with fans on yet another level.” And that crossover is precisely what Breitling wants. Prissert emphasizes the brand’s American identity despite its Swiss roots: “A lot of people know Breitling as a Swiss brand. In the U.S. we’ve been here 30 years and we fit the culture — casual, cool, inclusive, and dynamic. Just like football.” 

Kern concurs, saying: “Breitling is, in many respects, an English-speaking, American-facing brand. We partner with American icons: Ford Mustang, Shelby, surfing in Hawaii — and now the NFL. It all fits. This partnership shows that Breitling has grown into a powerful brand. When I look at the top five brands, they all have a major sponsorship — golf, tennis, film. The NFL is ours.” 

The NFL is no longer just America’s game — it’s going global

Of course, the NFL is no longer just America’s game. International expansion has become central to the league’s strategy, with sold-out London fixtures, games in Berlin and Madrid, and the first-ever regular-season matches in Dublin and  São Paulo this year. 

“We have a deliberate strategy,” Anderson explains. “From flag football in schools to NFL Academies in the UK and Africa, to games in Europe and South America, it’s about growing the sport globally. And Breitling is a perfect partner to help us in those markets.” 

Breitling Endurance Pro NFL Team Edition “Buffalo Bills”

For Breitling, global rights were non-negotiable. “As a licensee, we could only sell watches in the U.S.,” Prissert says. “So my colleagues in London or Paris would call me, saying, ‘I have a Buffalo Bills fan here, can I get a watch?’ And I couldn’t help them. That had to change. Now, with this sponsorship, the watches are available worldwide. London, Paris, São Paulo — they’re in the boutiques. When we have a game in Europe, it’s going to be super cool. We’ll bring customers, host events, and introduce new people to Breitling through the NFL. It’s a win-win.” 

The multi-year partnership is just the beginning. Prissert hints at special editions for the NFL Honors, more player and coach ambassadors, and surprise launches tied to major events. “We have another watch coming this holiday season,” he teases. “It’s not the last NFL product you’ll see this year.” 

For both sides, creativity will be key. “We want to celebrate the fandom,” Prissert says. “Yes, it’s about the watches. But it’s also about experiences — tailgate parties, activations, international events. Imagine a fan getting a behind-the-scenes NFL moment because of Breitling. That’s where we’re going.” 

Breitling Chronomat Automatic GMT 40 NFL Team Edition “Minnesota Vikings”

Anderson agrees. “You can’t do 100 partnerships like this. They have to be special,” she says. “Breitling allows us to reach fans in a new way, while also elevating our brand globally. That’s what excites us most.” 

For Prissert, this announcement is more than business. It’s personal. “For me, it’s the proudest day of my career,” he says. “If you had told me a few years ago that Breitling would be an official partner of the NFL, I wouldn’t have believed you. But here we are.” 

Football has always measured itself in moments — last-second drives, overtime thrillers, Super Bowl rings. Today, it also measures itself in timepieces that keep memory, fandom, and culture alive on the wrist. In America, Sundays are for football. Now, thanks to Breitling, they’re also for watches.

Explore the complete NFL Team Editions here. 

Tech Specs: Breitling Chronomat Automatic GMT 40 NFL Team Editions

Movement: Self-winding COSC-certified Breitling Caliber 32; 42-hour power reserve
Functions: Hours and minutes; central seconds; date; GMT with 24‑hour display
Case: 40mm × 11.77mm; stainless steel; bezel with stainless steel rider tabs; team logo engraved on caseback; water-resistant to 200m
Dial: Team-specific primary Pantone color, 32 team-specific variants; secondary team color on GMT hand
Strap: Rouleaux-style steel bracelet
Price: USD 6,600

Tech Specs: Endurance Pro 44 NFL Team Editions

Movement: COSC-certified SuperQuartz Caliber 82; 3-4 years autonomy
Functions: Hours and minutes; small seconds; date; chronograph; solar compass
Case: 44mm × 12.5mm; titanium; bidirectional rotating compass bezel;  NFL Shield engraved on caseback; water-resistant to 100m
Dial: Black with team-colored inner pulsometer bezel, 32 team-specific color variations; logo on the 6 o’clock subdial
Strap: Black rubber strap with titanium folding buckle
Price: USD 4,400