A huge step for the American market - Breitling protects the NGL Shield with a new licensing deal

The U.S. is becoming increasingly important for Swiss watch brands, which are now focusing on American consumers more than ever. Audemars Piguet’s CEO for the Americas, Ginny Wright, recently highlighted that the U.S. is now AP’s largest market, reflecting strong demand even as global Swiss watch exports decline. Since 2021, the U.S. has overtaken China as the top destination for Swiss watches, maintaining 2.4% growth in the past year.

Swiss brands are embracing American culture in their marketing. Breitling, for instance, has partnered with the NFL, releasing exclusive Chronomat B01 watches for each of the NFL's 32 teams.

 

Photo source: Breitling

 

The collection features team logos, matching colour dials, and the NFL shield emblem—a rare mark of official endorsement. Breitling's U.S. president, Thierry Prissert, calls this Breitling’s "most significant licensing agreement" in the U.S., launching local events to give fans better access to these limited editions.

 

Photo source: Breitling

 

This strategy reflects Swiss watch brands' acknowledgement of the NFL’s deep cultural influence in the U.S., where 123 million watched the 2024 season opener.

 

Photo source: Breitling

 

Breitling’s NFL collaboration suggests more brands may soon align with American icons, signalling the U.S. market’s growing importance.