NFL names Breitling as first-ever luxury watch partner

The National Football League (NFL) is continuing to expand its fashion reach with a new multi-year global partnership with luxury Swiss watchmaker Breitling, named as the league’s official global luxury timepiece partner.

The move marks the NFL’s first-ever collaboration with a luxury watch brand, and is being seen as a way for the league to further its ties with fashion, as well as support its international expansion plans, as the NFL will be collaborating with Breitling through activations at the brand’s boutiques around the world, including for its 2025 NFL International Games, which will take place in the UK, Brazil, Ireland, Germany and Spain.

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