Breitling Names Official Timepiece Partner for Cowboys
The luxury watchmaker has released three limited edition models branded for the Dallas Cowboys.
Updated on Oct. 28, 2026 in Football
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Breitling has officially become the timepiece provider for the Dallas Cowboys as part of a league-wide partnership. The collaboration includes the launch of three specific watch models featuring team colors and iconic branding.
Why it matters
Breitling is leveraging the massive global reach of the Dallas Cowboys brand to expand its presence within the NFL market. The partnership highlights the luxury brand's ongoing commitment to professional sports collaborations.
The Chronomat B01 42 Dallas Cowboys Edition is limited to 104 pieces and priced up to $9,600 on a steel bracelet. Other options include the Chronomat GMT 40 at $6,900 and the Endurance Pro 44 at $4,600.
The players
Breitling
This Swiss luxury watchmaker serves as the official timepiece partner of the NFL.
Dallas Cowboys
This professional football team based in Dallas is one of the most recognizable sports franchises in the world.
The details
The new timepiece collection incorporates official team colors and the signature star branding into existing Breitling designs. The Chronomat B01 42 watch utilizes the proprietary Manufacture Caliber 01 chronograph movement, while the caseback of the models references the NFL's 104th season.
Timeline
Breitling began creating watches for all 32 NFL teams in 2025.
The watch caseback references the NFL's 104th season, which began in 2023.
The announcement was made on October 28, 2026.
Season Trajectory
This partnership reflects the NFL league-wide partnership strategy which now includes branded luxury horology for individual clubs. It positions the Dallas Cowboys as a central pillar in Breitling's broader marketing push across all 32 NFL teams.
Fans and collectors can now purchase these specific team-branded models through luxury retail channels. The limited production of 104 units for the B01 42 model suggests high scarcity for supporters seeking this specific edition.
The takeaway
Luxury partnerships like this one demonstrate how sports franchises continue to diversify their revenue beyond standard merchandise. Fans interested in high-end collectibles should act quickly given the limited production runs of these branded watches.
Further reading
For more on local sports developments, visit the Dallas Football section.
Source note: This article includes information reported by WatchPro.
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