Breitling negotiated a collaboration with all 32 teams of the NFL for a special edition Chronomat B01 42, launched at a tailgate party in New York City

Breitling, known for interesting collaborations, closed off the street in front of its boutique in New York’s meatpacking district last Thursday to throw a tailgate party to launch its Chronomat B01 NFL Collection. Breitling negotiated the deal with not one, but collectively with all 32 teams in the NFL. The collaboration is the first of its kind for a luxury Swiss watch brand.

Four pieces in the Breitling Chronomat B01 42 NFL collection. Photo by Breitling

The watches, which are themed for each team, are being sold exclusively at Breitling boutiques and authorised dealers, as well as online (where many appear to be sold out, with an option to be notified when they arrive in-store). Prices range from US$8,800 to US$9,200 (for a total of some US$30 million in sales for Breitling for this collection alone). The collaboration is described as a “long term” gambit for Breitling, which could mean further limited editions to come—a Super Bowl watch, perhaps? Don’t put it past Breitling’s ever-ambitious CEO Georges Kern.

Breitling Chronomat B01 42 NFL Detroit Lions edition, on a rubber bracelet. Photo by Breitling

The party, hosted by US Breitling president Thierry Prissert, was attended by several NFL stars. At one point Boomer Esiason, a long time Breitling ambassador and former NFL quarterback, took the stage with two-time Super Bowl champ and two-time MVP Eli Manning for an impromptu discussion about the upcoming NFL season.

Breitling Chronomat B01 42 NFL Cincinatti Bengels edition, on a rubber bracelet. Photo by Breitling

Also on hand were Giants quarterback Tommy “Cutlets” DeVito, two-time Super Bowl Champion Logan Ryan, and former Giants Running Back Tiki Barber. Also present were ESPN analyst Eric Mac Lain and New York Islanders left wing Matt Martin.Guests were treated to performances by American Rock Band and Rolling Stones opener, Des Rocks, as well as by the students of the Brooklyn United Marching Band.

Eli Manning and Boomer Esiason discuss the upcoming NFL season while Breitling NA president Thierry Prissert looks on. Photo by Breitling

Aside from the signature characteristics of the Chronomat model—raised rider tabs, triple register dial and classic rouleaux bracelet, the watches are trimmed with team logos on the 9 o’clock subdial and the NFL logo on the casebacks.

In recognition of the NFL’s 104th anniversary, each watch is limited to 104 pieces, each of which is numbered. All are 42mm in steel, and water resistant to 200 meters. They contain Breitling’s B01 column-wheel chronograph caliber with vertical clutch and 70-hour power reserve, with COSC certification.

This story was first published on Robb Report USA