Luxury Watch Brands Bet Big on Sports Sponsorships

Swiss watchmakers aim to leverage sports fandom and star power to revive a cooling market

Published on Feb. 9, 2026

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In a bid to boost brand awareness and appeal to new audiences, luxury Swiss watch brands have been increasingly turning to major sports sponsorships and athlete endorsements, especially in the lucrative U.S. market. Brands like Breitling, Norqain, and Frederique Constant have signed deals with top professional sports leagues and athletes, hoping to capitalize on the emotional connection and global reach of sports. However, the costs of these sponsorships can be prohibitive, with some brands like Hublot opting out of high-profile events like the FIFA World Cup due to the exorbitant price tag. The strategy reflects the watch industry's efforts to adapt to a cooling market and find new avenues for growth.

Why it matters

Sports sponsorships have become a crucial marketing tool for luxury watch brands as they seek to boost brand awareness, connect with younger audiences, and drive sales in key markets like the United States. The high costs of these deals, however, raise questions about their long-term viability and whether the benefits outweigh the financial risks, especially for smaller brands.

The details

Over the past year, several Swiss watch brands have announced major sports sponsorship deals, including Breitling's partnerships with the NFL and Aston Martin's Formula 1 team, Norqain's deal with the NHL, and Frederique Constant's tie-up with the Pro Padel League. These partnerships can cost brands anywhere from $2 million per season for a Formula 1 team to over $100 million to become an official partner of the sport. While some brands like TAG Heuer have seen sales spikes from their sports deals, the returns are not always easily measurable. Brands are increasingly judging success on factors like brand awareness and social media engagement rather than just quarterly sales figures.

  • In August 2025, Breitling announced a deal to be the official timepiece partner of the NFL.
  • In November 2025, Norqain became the Official Luxury Sports Watch of the NHL.
  • In January 2026, Frederique Constant introduced its first sports sponsorship with the Pro Padel League.

The players

Breitling

A Swiss luxury watch brand that has signed deals with the NFL and Aston Martin's Formula 1 team.

Norqain

A Swiss watch brand that became the Official Luxury Sports Watch of the NHL.

Frederique Constant

A Swiss watch brand that partnered with the Pro Padel League, a new professional padel competition in North America.

Merrick Haydon

The founder and chief executive of the sports marketing and communications agency ThirtyThree18 in London.

Georges Kern

The chief executive of Breitling.

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What they’re saying

“Opting out of sport increasingly means opting out of future audiences. It delivers scale, emotion and cultural relevance that traditional luxury marketing increasingly can struggle to achieve on its own. For most brands, sport is now a growth accelerator, not a nice-to-have.”

— Merrick Haydon, Founder and Chief Executive, ThirtyThree18

“We live in a world where if you want to make a big impact, you have to be willing to take a big bet.”

— George Ciz, Chief Marketing Officer, TAG Heuer

“Relevance now beats reach. Brands choosing sports purely on audience size rather than narrative fit struggle to translate awareness into desire.”

— Merrick Haydon, Founder and Chief Executive, ThirtyThree18

“You never know in marketing what will work, otherwise everyone would do the same thing. Music and sports are the strongest communication platforms you can imagine, and if they're done well, they give a very good taste to the brand.”

— Georges Kern, Chief Executive, Breitling

What’s next

The watch industry will continue to closely monitor the impact and return on investment of these high-profile sports sponsorships, as brands weigh the costs against the potential benefits of increased brand awareness and engagement with new audiences.

The takeaway

Sports sponsorships have become a crucial marketing strategy for luxury watch brands seeking to revive a cooling market, but the high costs and uncertain returns mean brands must carefully evaluate which partnerships provide the best fit and long-term value for their brands.