‘America’s Team’ now has a Swiss watch

Dallas--Hublot is adding another sport to its list of athletically inclined partnerships, one that is a billion-dollar business in America: football. 

The LVMH-owned Swiss luxury brand is now the official timekeeper for the Dallas Cowboys and, as a result, will have its name on the VIP parking entrance to the Cowboys’ stadium, AT&T Stadium, and clocks on the walls throughout the venue. 

In addition, a Hublot clock will appear on the stadium’s Jumbotron, one of the world’s largest high-definition screens, for pre-game countdowns when the team is at home. 

Hublot also has relationships with the Miami Heat, Los Angeles Lakers and Bayern Munich.

To mark the new partnership, Hublot held a launch party Monday in Dallas. On hand were Cowboys owner and General Manager Jerry Jones plus a number of players, who are now “friends” of the brand: tight end Jason Witten, running back DeMarco Murray, offensive tackle Tyron Smith and wide receiver Dez Bryant, as well as Head Coach Jason Garrett. 

Guests who attended the event were able to pre-order the limited-edition watches Hublot created for the partnership, all done in Cowboys silver and blue with the team’s star logo at 5 o’clock, a nod to how many times the franchise has won the Super Bowl. 

There is a 45 mm Classic Fusion men’s watch, a 42 mm Classic Fusion for women with diamonds on the bezel and on the star logo, and a 48 mm King Power. All were created in a limited edition of 50. 

Hublot will sell the Cowboys-inspired watches in the Dallas area only, at its boutique and a new pop-up store in the Cowboys’ Owner’s Lounge in the stadium. The watches will be available in stores by Thanksgiving, the brand said. 

Football is the most popular sport in America, besting basketball, hockey and baseball, with NFL games averaging 25 million viewers each weekend and evening games consistently leading the ratings for primetime television viewing. The 2014 season will kick off Sept. 4, with the Super Bowl champion Seattle Seahawks facing the Green Bay Packers. 

The Cowboys, dubbed “America’s team” by some, are one of the NFL’s more popular franchises. 

They have won five Super Bowls in their 54-year history. Only one team, the Pittsburgh Steelers, has won more. The Cowboys and the Steelers are tied with the most appearances in Super Bowl history at eight each.