The Luxury Watch Brands Behind Football's Biggest Stage
In just a matter of days, the eyes of the world will turn to New Jersey.
MetLife Stadium is set to host eight matches during the 2026 FIFA World Cup, including the tournament Final. For one month, supporters, players, media members, and global brands will gather in the Garden State as the world's most-watched sporting event takes center stage.
While the focus will naturally be on the action on the pitch, the World Cup also shines a spotlight on another global passion that has become increasingly intertwined with the beautiful game: luxury watchmaking.
Over the past two decades, football has become one of the most valuable platforms in luxury marketing. What began as a handful of sponsorships has evolved into a global network of ambassador relationships, tournament partnerships, and timepieces inspired by the sport's biggest moments.
Today, many of the world's most respected watchmakers view football as far more than a game. It is a platform that celebrates precision, performance, heritage, and excellence, values that have defined Swiss watchmaking for generations.
As supporters from around the globe prepare to arrive in New Jersey, many will be exploring more than just the matches themselves. The World Cup creates a unique opportunity to experience the region's culture, dining, shopping, and luxury destinations. For watch enthusiasts, it is also a chance to discover the brands, ambassadors, and timepieces that have become part of football's modern identity.
At W. Kodak Jewelers and TimeVallée, many of those stories can be experienced firsthand.
Football and Luxury's Perfect Partnership
Few sports offer the global reach of football.
The FIFA World Cup attracts billions of viewers and connects audiences across continents, cultures, and generations. For luxury watch brands, the tournament provides access to one of the world's largest and most diverse audiences.
Yet the relationship extends beyond visibility alone.
Football and watchmaking share many of the same values. Precision, preparation, consistency, and performance under pressure remain essential to both. A perfectly timed pass can change the outcome of a match. A perfectly engineered movement can define an exceptional timepiece.
Both industries celebrate excellence, making football a natural fit for luxury watch brands seeking to align themselves with performance at the highest level.
Hublot and Football's Modern Era
Few watch brands have embraced football more enthusiastically than Hublot.
Known for bold designs, innovative materials, and a willingness to challenge convention, the Swiss manufacturer has spent years building a strong connection to the sport through ambassador partnerships and football-inspired timepieces.
Among the most recognizable of those ambassadors is Kylian Mbappé. Known for his speed, creativity, and global influence, the French superstar embodies many of the qualities Hublot seeks to represent: innovation, confidence, and a forward-thinking mindset.
The partnership reflects a broader shift within luxury marketing. Today's athletes are more than competitors. They are global cultural figures whose influence extends across fashion, entertainment, and lifestyle. For many younger collectors, ambassadors like Mbappé provide an introduction not only to football's biggest stage, but also to the world of fine watchmaking.
David Beckham & Tudor
Long after his playing career ended, David Beckham remains one of football's most influential global figures.
His partnership with Tudor has become one of the watch industry's most recognizable ambassador relationships. The collaboration works because it feels authentic. Beckham's personal style aligns naturally with Tudor's identity, blending heritage, versatility, and timeless design.
The Black Bay collection has become one of Tudor's defining families, appreciated for its balance of vintage inspiration and contemporary reliability. Beckham's association with the brand has helped strengthen Tudor's appeal among both seasoned collectors and newcomers to the hobby.
Few partnerships better demonstrate how sport, style, and watchmaking can intersect naturally.
Erling Haaland & Breitling
As football enters a new generation, luxury brands continue to seek ambassadors who represent excellence on a global scale.
Breitling's partnership with Erling Haaland is a perfect example.
Known for precision engineering and a rich heritage rooted in aviation and chronographs, Breitling has built a reputation around performance, reliability, and technical expertise. Those qualities align naturally with Haaland, whose consistency and dominance have made him one of football's most recognizable stars.
The partnership reflects an important aspect of modern luxury marketing. The most successful collaborations do more than promote products. They connect a brand's identity with an athlete's story, creating a relationship that resonates with collectors and fans alike.
Sam Kerr & IWC Schaffhausen
Women's football has experienced extraordinary growth over the past decade, creating new opportunities for luxury brands to connect with audiences around the world.
Among the most notable partnerships is the relationship between Sam Kerr and IWC Schaffhausen.
Widely regarded as one of the game's most influential players, Kerr brings leadership, confidence, and excellence to football's global stage. Her partnership with IWC reflects a shared appreciation for performance-driven design, precision engineering, and timeless craftsmanship.
As women's football continues to grow worldwide, partnerships like these highlight the increasing influence of the sport and the athletes helping shape its future.
More Than Marketing
Luxury watch brands are no longer simply advertising around football. They have become part of the experience itself.
From stadium sponsorships and tournament partnerships to ambassador relationships and limited-edition releases, watchmakers have found unique ways to connect with the world's most popular sport. Few examples are more recognizable than Hublot's iconic substitution boards, which have become a familiar sight at some of football's biggest matches.
These partnerships work because they feel natural. Both football and watchmaking are built around precision, timing, preparation, and performance under pressure. Whether measuring the final minutes of a match or the movement of a mechanical watch, every second matters.
As football's global audience continues to grow, so does the relationship between the sport and luxury watchmaking. What began as sponsorship has evolved into something much larger: a shared appreciation for excellence, innovation, and moments that leave a lasting impression.
A Global Event for Global Brands
One of the most fascinating aspects of the FIFA World Cup is its ability to bring together people from every corner of the globe.
The same can be said for watchmaking.
The brands associated with football today represent centuries of craftsmanship, innovation, and design. Some are known for pushing boundaries through modern materials and bold aesthetics. Others have built their reputations through heritage, tradition, and technical mastery.
Together, they reflect the diversity that makes both football and watch collecting so compelling. No matter where someone comes from, there is often a brand, a story, or a timepiece that resonates with them.
That shared global appeal helps explain why the relationship between football and luxury watchmaking continues to grow with each passing tournament.
Welcome to New Jersey's Watch Destination
As supporters from around the world prepare to arrive in New Jersey, the 2026 FIFA World Cup promises to create unforgettable moments both on and off the pitch.
For watch enthusiasts, the tournament offers more than football. It offers an opportunity to discover many of the brands and timepieces that have become part of the sport's modern identity.
Located directly across from MetLife Stadium, TimeVallée, curated by W. Kodak Jewelers provides visitors with access to some of the world's most respected names in watchmaking. For those looking to further explore the region's watch culture, W. Kodak Jewelers' flagship showroom in Uptown Hoboken is just a short train ride away and has served collectors and enthusiasts for generations.
Whether you're visiting New Jersey for a group-stage match, the World Cup Final, or simply to experience the excitement surrounding football's biggest event, we invite you to discover the craftsmanship, innovation, and stories behind some of the world's finest watches.