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NFL taps Breitling for first luxury timepiece partner

Plus: Collector habits reveal the future of the luxury watch market

Author

Zihan Lyu
September 03, 2025

ClickZ Watches

Here's what's happening this week in the world of watch marketing:
- Swiss import tariffs pressure U.S. pricing and margins
- NFL taps Breitling for first luxury timepiece partner
- Seiko’s 2025 lineup signals stronger mid-tier momentum

😯Most brands will get Peak 2025 wrong…

They’ll overspend, chase platform ROAS, and miss the growth happening outside .com. The brands winning peak have already shifted using full-funnel measurement to invest earlier, plan smarter, and scale profitably across DTC and different marketplaces.

Fospha's Peak Playbook 2025 distills their strategies, benchmarks, and budget splits, built on billions of dollars of ad spend data, so you don’t make the same mistakes.

📌WEEKLY MUST-KNOWS

A 39% tariff on Swiss watch imports is squeezing U.S. price strategy just as Breitling rolls out $6,600 Chronomat GMT and $4,400 Endurance Pro NFL team editions. With the U.S. delivering roughly 23% of Breitling’s revenue, brands must assess margin protection and promo timing. The macro signal: plan for tariff scenarios while leaning on product storytelling to preserve ASPs.

IFL and Citizen drop a 300-piece, hand-painted Super Titanium model at $990 featuring UV-reactive dial elements. The piece blends cultural storytelling with wearable materials, engineered for daily use and social-friendly visuals. Signal for brands: art-driven micro-editions can unlock high-conversion drops without premium Swiss price points.

Seiko is re-releasing the I.Cinnamoroll collaboration globally after its initial sell-out, priced at $400 and limited to 2,023 pieces. Expanding beyond Japan taps proven character IP demand and opens pre-orders ahead of a November ship. Watch brands should note the flywheel: niche fandoms and accessible pricing driving repeat conversion.

⚡QUICK READS

Collector Habits Reveal The Future of The Luxury Watch Market: Vintage grails and independents surge as Gen Z treats Rolex, OMEGA, and Royal Oak as social currency, while auctions prove permanence is the new flex. (More)

The Best New Seiko Watches Of 2025 (So Far): Seiko’s 2025 cadence, materials upgrades, and price bands aid assortment planning for retailers and inform positioning against Swiss competitors. (More)

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