ARLINGTON, Texas – The Dallas Cowboys might be considered a timeless icon in a figurative sense, but they'll quite literally have all the time they need from this point.
Cowboys executives, led by team owner/general manager Jerry Jones, announced a major new effort Monday at AT&T Stadium, as they unveiled an exclusive partnership with Swiss luxury watch brand Hublot.
"It's with great pride that we're announcing a very unique relationship with Hublot," Jones said. "This hasn't been done in the NFL – it's been wanted to be done, but it hasn't been done."
The partnership has seen Hublot come together with the Cowboys, with input from the Jones family, to create three luxury timepieces that reflect the Cowboys' status in American sports. Each timepiece will utilize the team's famous silver and blue, as well as the iconic star at five o'clock – for five Super Bowl wins.
"Hublot has a great affinity for its association with sports," Jones said. "That's what we're here tonight to recognize, is this relationship and how we can take this visibility and this relationship, joined with Hublot – a great brand – which is what the Dallas Cowboys ought to be doing."
Jones was joined for the presentation by key members of the current Cowboys organization – coach Jason Garrett, wide receiver Dez Bryant, tight end Jason Witten, running back DeMarco Murray and offensive tackle Tyron Smith. He also invited Hublot CEO Ricardo Guadalupe to speak about the partnership.
"At Hublot, the specific philosophy is always to be either unique, either the first or different in everything that we do," Guadalupe said. "The first thing is our message – Hublot represents the art of fusion in watch-making. This is something different from the other brands from the Swiss watch industry."
As Jones mentioned, Hublot is noteworthy for its involvement with sports – the company has worked with European soccer powers like Manchester United, Bayern Munich and Paris Saint-Germain. Hublot also boasts another titanic partnership that earned it worldwide visibility this summer.
"We are the official timekeeper of the FIFA World Cup," Guadalupe said, as he outlined Hublot sponsorships on the sidelines of the soccer matches in Brazil this past June.
Hublot has entered into the world of American sports before, by signing deals with the Miami Heat and Los Angeles Lakers. This is the company's first NFL deal, however, and Ricardo said one team came to mind before any others.
"We said 'We need a partnership, we need to go further here in this country.' And, of course, on top of the list came the Dallas Cowboys," he said.