The Dallas Cowboys are America’s team. They joined the NFL in 1960 as an expansion team, hoping to satisfy the Texas-sized void the state had felt since the Dallas Texans folded in 1952.

The Beginning of the Dallas Cowboys

The success of the franchise is largely attributed to the Jones family. Jerry Jones purchased the team in 1989. Under their leadership, the team won an impressive three Super Bowls in seven years. Over the past three decades, they’ve grown the team into the most valuable sports franchise in the world, valued around $4 billion. They’ve done it by running the team like a family business.

In addition to building a team of key players, strategic partnerships have contributed to the Cowboys success. In 2014, they made history by becoming the first and only NFL team to secure a partnership with a luxury watch brand: Hublot.

Hublot is no stranger to partnerships in the world of sports. They’ve tapped standout athletes across an array of modalities, from Usain Bolt to Dustin Johnson and Floyd Mayweather to Dwayne Wade. However, their work with The Dallas Cowboys is their first venture in collaborating with an entire team. It is also an industry first.

The Dallas Cowboy’s Hublot Partnership

As the Cowboys Official Luxury Watch and Timekeeper, Hublot maintains a presence at the team’s AT&T stadium in Arlington and on the wrists of players and fans. Hublot clocks adorn the stadium walls as well as HD displays above the field for the pre-game countdowns at home games.

When the initial partnership launched four years ago, the brand debuted three special edition timepieces. Hublot produced these watches in limited quantities of just 50 pieces to commemorate the occasion. They are the Classic Fusion Dallas Cowboys men’s and ladies and the King Power Dallas Cowboys. Each model features the iconic Cowboys star at the five-o’clock position as a nod to the team’s five overall Super Bowl wins. And, of course, the models boast a white, silver, and blue color scheme in honor of the team’s hues.

Video Credit: Hublot YouTube Channel

A year after the partnership began, the duo released another collaborative timepiece: the Big Bang Dallas Cowboys. The model launched at the team’s AT&T stadium, which kicked off Hublot’s Big Bang Ten Year Anniversary Tour. The event took place prior to a Cowboys game. It included a pre-game charity football toss to benefit the Warrior Family Network foundation. At halftime, former safety Darren Woodson debuted the model during his induction into the Cowboys Ring of Honor. This induction commemorated his twelve seasons with the team. The model was made available to the public later that year in a limited run of 50 stainless steel pieces and just 25 rose gold. It continued to feature the signature Cowboys star at the five-o’clock position as well as options of an alligator or rubber strap in the team’s trademark blue.

Hublot Expands their NFL Presence

In 2016, Hublot announced plans to expand their partnerships within the NFL. This time with The Dallas Cowboys rivals, the New York Giants. Together, the pair designed the Aerofusion Limited New York Edition. They produced the unique skeletonized chronograph in a special run of just ten pieces in gold and 40 in titanium. It features blue and red accents in the team colors as well as a pebbled “pigskin” football-inspired strap.

Hublot’s partnership with the Giants only lasted a year. However, the team’s legendary quarterback Eli Manning continues to serve as an ambassador for the brand. However, the watchmaker’s work with the Cowboys continues to go strong. Fans of the brand and the team are eagerly awaiting the next special edition model.

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Caitlyn is the founder of Grey Ghost, a New York City-based boutique content marketing agency with a passion for artists, entrepreneurs, small businesses, and startups. She believes in quality over quantity, creative thinking, and, above all, using language as powerful tool to build lasting connections.

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