Time Is Money
NFL enters the luxury market as Swiss watchmaker links up with Cowboys
Perhaps most recently known for its FIFA World Cup partnership, Hublot also has linked up with such U.S. sports teams as the Miami Heat and Los Angeles Lakers. But as of this week, the Swiss luxury watch company has stepped into the wonderful world of the NFL, announcing a partnership with America’s team, the Dallas Cowboys.
Jerry Jones, along with his daughter and Cowboys executive vice president and chief brand officer Charlotte Jones Anderson, welcomed Hublot CEO Ricardo Guadalupe to AT&T Stadium Monday night to make the partnership official.
After meeting multiple times with the Joneses, including a Jones family trip to Switzerland to visit the Hublot factory, Guadalupe knew it was a good fit.
The Dallas Cowboys Hublot watches also come with a custom box modeled after AT&T Stadium.
“The Dallas Cowboys are an American institution; they are the world’s favorite football team,” Guadalupe said. “At Hublot, we strive to be first, be different and be unique.
“We have a long-standing history with the world of professional sports,” he says. “We were the first luxury brand to enter the game of football (soccer) as well as NBA with the Miami Heat, and we are thrilled to become the first luxury brand to ever partner with an American football team.”
Jerry Jones has long considered himself a pioneer in the NFL. He sees this luxury partnership as no exception.
“It shows that as much as we love the sports, as much as we love the contact, as much as we love would love to win a Super Bowl, that we also appreciate the association with a great company or a great idea or a great product, and that is what this is all about,” he said.
The launch event also featured a few on-field favorites — including tight end Jason Witten, running back DeMarco Murray, offensive tackle Tyron Smith, wide receiver Dez Bryant and head coach Jason Garrett — who were tasked with unveiling the special timepiece collection designed together by Hublot and the Jones family.
The three timepieces include a 45mm Classic Fusion in titanium ($18,300), a 42mm women’s version in titanium and ceramic ($20,000), and a 48mm King Power in ceramic ($25,200). Each face features silver and blue Cowboys colors and a signature star at 5 o’clock to commemorate the team’s five Super Bowl wins. The watches also come with a custom box modeled after AT&T Stadium. There will only be 50 made of each model.
Hublot is taking deposits now at its NorthPark boutique; for Cowboys fans in Houston, Hublot has a Galleria outpost. However, the timepieces won’t be able to come home with you until Thanksgiving. There will also be a pop-up shop at Cowboys home games showing off the luxury line of watches.