Super Bowl LX: NFL and Breitling in the Spotlight of the Sporting World

The Super Bowl LX is one of the largest individual sporting events in the world: More than 130 million viewers watch the final live around the globe. When the Seattle Seahawks and the New England Patriots face off, attention is not only on the action on the field but also on the brands accompanying this global spectacle. Since 2025, Breitling has been the first renowned Swiss luxury watchmaker to become an official partner of the NFL and is therefore prominently present at this year’s Super Bowl.

Super Bowl as a sporting event of superlatives

When on February 8, 2026, the Seattle Seahawks and the New England Patriots face each other at Levi’s Stadium in Santa Clara, California, and millions of fans worldwide cheer in front of their television screens, the sports year reaches its emotional peak. The extraordinary event with its fascinating blend of top-level sport and entertainment is considered by many people to be the undisputed highlight of the year.

Photo: Breitling 

Given that the NFL is regarded as the highest-grossing sports league in the world, it is hardly surprising that the luxury watch segment is also prominently represented. With Breitling, a traditional Swiss brand is part of this environment. Since 2025, the company has cooperated with the NFL and developed its own collections for each team, which are met with great enthusiasm by both players and fans.

The Breitling Chronomat Automatic GMT 40 NFL Team Editions differ mainly by their individually designed dials and distinctive identifying features depending on the team. The Chronomat B01 42 NFL Seattle Seahawks Edition impresses with a dark blue dial, complemented by the characteristic Seahawks green in the hands. The Chronomat B01 42 NFL New England Patriots Edition, on the other hand, relies on a deep blue with white hands, consistently reflecting the team colors.

Particularly expressive is the Super Chronomat B01 Chronograph 44 NFL San Francisco 49ers with its case made of 18-carat red gold, a red dial, and red-gold hands. Other teams also set strong visual accents, such as the Broncos in orange, the Dolphins in fresh mint green, or the Lions with a bright blue shade that immediately catches the eye.

NFL stars as lovers of luxury watches

Luxury watches of various brands have long been a fixed part of public appearances by NFL players. Especially off the field and in private settings, the stars like to show which timepieces adorn their wrists. The individual preferences could hardly be more different, but one brand stands out particularly: Rolex enjoys an exceptionally high popularity among NFL professionals.

Photo: Hublot

• Patrick Mahomes: The quarterback of the Kansas City Chiefs is one of the most popular faces in the league and is considered a style icon beyond the field. Since 2025, Mahomes has been a brand ambassador for Hublot and presents, among other things, the Big Bang 20th Anniversary King Gold Ceramic. Privately, however, he has repeatedly been seen with classic Rolex models, including the Yacht Master 40, the striking Daytona Rainbow, and the GMT Master II Batman.
• Tom Brady: The most successful quarterback in NFL history has been a passionate watch lover for many years. As a brand ambassador for IWC, he brought models such as the Big Pilot, Top Gun, or Spitfire into the spotlight. Away from official appearances, the GOAT was also seen with a Rolex Milgauss or an Audemars Piguet Royal Oak.
• Aaron Rodgers: Brady’s longtime rival opts for understated elegance. Especially the Nautilus and the Calatrava from Patek Philippe accompanied him at numerous public appearances and provided stylish accents.
• Travis Kelce: The congenial partner of Patrick Mahomes has been increasingly in the public eye since his relationship with Taylor Swift. A striking Rolex Day Date was among the most noticeable companions on his wrist.
• Odell Beckham Jr.: OBJ has been one of the most dazzling personalities in the NFL for years. He caused a stir, among other things, with a Richard Mille RM11 03 McLaren, which impressively underscores his penchant for extravagant watches.
• Dak Prescott: The quarterback of the Dallas Cowboys, on the other hand, appeared classic and style-conscious. A Rolex Datejust 41 completed his confident appearance off the field.

Sporty watches at ZEITAUKTION

In keeping with the event, ZEITAUKTION offers a versatile selection of iconic and sporty watches. How about:

• Rolex Sky-Dweller 18k (0.750) Gold Automatic
• Audemars Piguet Royal Oak "Bumble Bee" Chronograph
• Rolex Submariner Date Steel / Gold Oyster Perpetual
• Panerai Submersible Carbotech Automatic
• Girard Perregaux Laureato Chronograph Titanium Automatic
• Zenith Defy El Primero Chronograph Ceramic