Tak-tick: Watch Industry & Sports Partnerships
How could it be any other way? Of course, the upcoming World Cup is also making waves in the world of watches.
Hublot, Norqain, Gerald Charles, Tudor, Hublot, Kylian Mbappé
But unlike in previous tournaments in South Africa (2010), Brazil (2014), Canada (2015), Russia (2018), France (2019), Qatar (2022), and Australia & New Zealand (2023), Hublot will not serve as the official timekeeper for the 2026 FIFA World Cup in the United States, Mexico, and Canada.
Whether this should be interpreted as a sociopolitical statement remains to be seen. Stepping in for Hublot is KMU Axia Time, a largely unknown U.S. company founded in 2018 that specializes in personalized and officially licensed Swiss watches. The watches are designed in the U.S. and manufactured in Switzerland. As reported by the Swiss business newspaper Handelszeitung, 14 of the 48 participating World Cup teams will be provided with “run-of-the-mill models” by Axia.
Switzerland, home of FIFA, is not among them. That’s where Norqain comes in for the Nati—the Swiss national team. And the LVMH brand Hublot, which is known to “love soccer,” is also participating in the World Cup—with Mexico.
But soccer isn’t the only attractive partner for the watch industry; tennis and even sumo are also part of the marketing strategy.
And just recently, the Grand Slam champion at Roland Garros in Paris posed with his trophy and three different watches from the same brand. We’re talking about Alexander Zverev and Jacob & Co., known for their extravagant luxury creations.
During the match itself, the world No. 3 in the ATP rankings wore the “Epic X Skeleton Black Titanium.” On the podium, the “Epic X Ceramic”—limited to 101 pieces—adorned Zverev’s wrist as he accepted the “Coupe des Mousquetaires.” For the official winner’s photos, the German tennis star ultimately chose the “Caviar Tourbillon Yellow Sapphires” with a sapphire-set dial. jacobandco.com
Runner-up Flavio Cobolli also has a penchant for the extravagant and wore Bianchet’s “UltraFino Tonneau” during the Roland Garros final. The flying tourbillon is characterized by exceptional shock resistance. The independent Swiss brand is delighted to welcome the current No. 10 in the world rankings as its new brand ambassador. bianchet.com
Hublot and the Mexican National Team
Hublot is unveiling more than ten limited-edition models designed specifically for the Mexican market—including models inspired by iconic symbols such as the “Día de Muertos”—to coincide with the 2026 World Cup.
The highlight is the “Classic Fusion Chronograph SNM Titanium,” a limited edition of 100 pieces crafted from polished and satin-finished titanium, featuring a green dial and a green strap. Each timepiece bears the logo of the Mexican national team on both the dial and the case back. A seconds hand with red accents stands out against the green dial, creating a striking visual contrast.
To further highlight Mexican identity, the strap was crafted from green cactus material. In addition, Javier Aguirre, head coach of the Mexican national team (SNM), will wear this special edition Hublot watch starting immediately at all games and official appearances. hublot.com
Case: Titanium, 42 x 11.9 mm Water resistance: 5 bar Movement: HUB1153, automatic winding Power reserve: 48 hours Functions: Hours, minutes, seconds, date, chronograph Dial: Green Strap: Green cactus material, black rubber Special feature: Limited to 100 pieces MSRP: 11,900 CHF
“Mexico is a key market for Hublot—not only because of its deep love for soccer, but also because of its identity, creativity, and energy. This partnership with the Mexican national team is a celebration of this shared passion and the ‘Art of Fusion’ that defines our Maison,” explained Julien Tornare, CEO of Hublot.
Norqain and the “Nati”
Norqain and the Swiss national soccer team, “Nati,” are jointly presenting the official licensed product: the “Adventure Chrono Swiss Football National Team Limited Edition.” The chronograph, limited to 260 pieces, was developed in close collaboration with players from the national team.
Back in November 2025, Norqain founder and CEO Ben Küffer and the brand’s design team met with several national team players, including Granit Xhaka, Manuel Akanji, Gregor Kobel, Breel Embolo, and Ricardo Rodriguez, as part of a players’ council meeting to discuss design ideas and gather direct feedback from the players.
As a result, many details of the chronograph evoke a soccer stadium and the atmosphere there. For example, the structure of the dial is inspired by the geometry of the playing field. The 30-beat pulseometer scale, in turn, evokes the intense moments and adrenaline rushes during a game. One of the watch’s most striking design elements is the small seconds sub-dial at 9 o’clock, shaped like a soccer ball.
As a symbol of the partnership and the team’s successful qualification for the upcoming tournament, the watches will be presented to the players in the presence of the entire national team. Each watch features a custom-engraved Norqain plaque bearing the player’s jersey number and name. norqain.com
Case: Stainless steel, 41 x 15 mm Water resistance: 10 bar Movement: Caliber N19 (based on Sellita SW500), automatic winding Power reserve: 62 hours Functions: Hours, minutes, seconds, date, chronograph, pulsometer scale Dial: Green, red altitude ring Strap: Stainless steel or rubber Special feature: Limited to 260 pieces; the “26” in the date display is replaced by a Swiss flag MSRP: 5,200 €
Pierluigi Tami, Director of the Swiss National Teams, comments: “What makes this watch special is the authentic way it reflects the team and the emotions surrounding Swiss soccer. From the fans in the stands to the intensity on the field, it captures the energy, passion, and many moments we experience together as a team. We wear it with pride and, of course, hope that it will bring us some luck as we continue on our journey.”
Gerald Charles and the Tennis Family
Gerald Charles continues to expand his ties to the world of professional tennis and welcomes internationally renowned WTA star Daria Kasatkina and Spanish talent Daniel Mérida to his growing, international tennis family.
Daria Kasatkina, currently one of the world’s top players, broke into the top 10 of the WTA world rankings at just 21 years old. She is admired for her tactical versatility, her powerful topspin, and her mental toughness on the court. By her side is Daniel Mérida—known for his powerful forehand and strong serve—who represents a new generation of tennis talent, bringing fresh energy, ambition, and determination to the sport. geraldcharles.com
Daria Kasatkina is wearing the “Mini Maestro,” while Daniel Mérida is playing in the “Maestro GC Sport Tennis White.”
Case: Titanium, diamonds on the bezel, 29 x 31 x 7.2 mm Water resistance: 5 bar Movement: GCQ1000, quartz Functions: Hours, minutes Dial: Light blue, Clous de Paris, diamond hour markers Strap: Rubber
Case: Titanium, 39 x 41.7 x 8.7 mm Water resistance: 10 bar Movement: GCA2001, automatic Power reserve: 50 hours Functions: Hours, minutes, seconds, date Dial: White with gradient Strap: Velcro strap with hook-and-loop closure
Daria and Daniel are joining the existing Gerald-Charles team—which already includes top athletes such as Alex de Minaur and Andrea Vavassori.
The latter triumphed in mixed doubles at the 2026 French Open at Roland Garros. Together with Sara Errani, the Italian duo successfully defended their title, winning the final against Gabriela Dabrowski and Evan King. Andrea Vavassori also reached the semifinals in men’s doubles with his partner Simone Bolelli. The No. 4 player in the ATP doubles world rankings was accompanied by the “Maestro 3.0 Chronograph Clay” by Gerald Charles.
Case: Stainless steel, 39 x 41.7 x 11.5 mm Water resistance: 10 bar Movement: Caliber 3.0, automatic winding Power reserve: 50 hours Functions: Hours, minutes, seconds, chronograph Dial: Brown with gradient, grained Special feature: Limited to 250 pieces, 5G shock resistance Strap: Velcro strap with hook-and-loop closure
Tudor and Japan’s National Sport
Deeply rooted in 1,500 years of history, sumo wrestling is a proud Japanese martial tradition. Tudor is now a new partner of the Japan Sumo Association, which is dedicated to preserving and promoting its traditions worldwide. Following the success of the 2025 London Grand Sumo Tournament, the next one will take place on June 13–14, 2026, in Paris.
Sumo wrestlers are a breed apart. Their bodies, among the most muscular in the world, are the result of extreme, repetitive daily training. Embracing the sumo tradition means committing to a life of daring. A perfect match for Tudor’s motto, “Born to Dare.”
And since large, sturdy wrists look especially good with large watches, Tudor recommends the “Black Bay 68,” with a 43-millimeter diameter, for the Grand Sumo arena. tudorwatch.com
Case: Stainless steel, 43 x 13.6 mm Water resistance: 20 bar Movement: Caliber MT5601-U, automatic winding Power reserve: 70 hours Functions: Hours, minutes, seconds Dial: Silver-colored, sunburst finish Strap: Stainless steel Special feature: METAS certification MSRP: €4,940
Hublot and soccer icon Kylian Mbappé
Hublot hosted an exclusive event in Madrid to launch its new limited-edition timepiece, the “Big Bang Reloaded.” The watch was created in collaboration with Kylian Mbappé, brand ambassador for the LVMH brand. The event drew numerous prominent figures from the world of sports—including Iker Casillas, Guti, and Miguel Torres—as well as friends of the brand and well-known public figures such as Paula Echevarría, Mónica Cruz, Juan Bentancourt, Iván Sánchez, Ricardo Gómez, and international stars such as Esha Gupta, Ludwika Paleta, and Andy Zurita.
Kylian Mbappé has been a Hublot ambassador since 2018 and said of the first limited-edition watch released as part of this partnership: “This limited edition is the culmination of an eight-year partnership with Hublot. The number 10 is my jersey number, but it also stands for what I want to embody: excellence and responsibility. ‘Trust Yourself’ isn’t just a slogan—it’s a mindset. It drives me forward, and it’s something I want to pass on to the next generation.” hublot.com
Case: Ceramic, 44 x 14.5 mm Water resistance: 10 bar Movement: HUB 1280 UNICO, automatic winding Power reserve: 72 hours Functions: Hours, minutes, seconds, chronograph, date Dial: Matte gray, skeletonized Strap: Velcro strap Special feature: Limited to 200 pieces MSRP: €29,400
