The Dallas Cowboys may have lost on Sunday, but Hublot’s partnership with the NFL team scored. The luxury watchmaker introduced Dallas Cowboys versions of its signature Big Bang watch at AT&T Stadium, presenting the first numbered one to Darren Woodson as he was inducted into the team’s Ring of Honor.

“It’s two years that we have been with the Cowboys, and the first two [watch] editions were very successful,” noted Ricardo Guadalupe, Hublot’s chief executive officer. “This is the 10th anniversary of our iconic collection, the Big Bang, which is really our main pillar in our collection of watches, so we said we should do Big Bang Dallas Cowboys.”

Hublot is producing 25 of the hefty timepieces in 18-karat red gold for $38,200 and 50 in stainless steel for $19,400. Both feature blue bands made of rubber and alligator.

The Cowboys link is all about introducing the Swiss brand to a bigger audience.

“We have decided to focus on American football, and we are going to announce a big new team at the end of the year,” Guadalupe added.

Hublot previously produced limited-edition watches for two NBA teams but has discontinued the collaboration because Tissot became the NBA’s official timekeeper a few weeks ago, he explained.

Sunday marked Guadalupe’s first experience at a Cowboys game, and he was captivated by the nonstop hoopla in the stadium.

“I’m really impressed with the show that the Americans know how to do,” he said. “I come from Europe, and we have a lot to learn from that.”

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