That’s it. It’s over. After a strange few months, the 2020/21 season has come to a stunningly normal conclusion. If Tom Brady keeps this up, he’ll be in the market for extra fingers before we know it. With his seventh ring and fifth Super Bowl MVP award in the bag, there is not much left to be said about a career that could be broken in half, viewed sideways, with one eye closed, while standing on your head and still be worthy of a first-ballot induction to the Hall of Fame. Instead, we’re turning our attention toward one of the most worn watches of the event. The new Breitling Chronomat.

In all honesty, I am still bitter about the whole 2020/21 season. As a die-hard Broncos fan since the John Elway days, this season, and the past few, have been a bit of a wash-out. Super Bowl 50 was the last Broncos NFL championship win with Peyton Manning as the quarterback. While I’m no fan of Brady (having shared a conference with his dominant Patriots for the past 20 years), even I cannot deny Brady’s prowess and dedication to his craft.

His jump to Tampa Bay this offseason was a gamble that paid off in the most unbelievable of ways. With his old buddy Rob Gronkowski back in the fold and troubled all-star Antonio Brown suiting up in the red and pewter, the Buccs are stacked. Terrifyingly for the rest of the NFL, Brady’s promised to be back again next year. But enough about the future of the NFL, what were the guys covering the game wearing on their wrists?

James Brown NFL Today CBS Super Bowl LV Breitling Chronomat

Breitling Chronomat out in force

Veteran NFL spokesperson, James Brown, was wearing the new Breitling Chronomat. From the screen grabs of the live pregame show, I could ascertain that James had the Rouleaux bracelet version in stainless steel. This was confirmed when the Instgram account for Breitling_USA posted an image of the whole CBS team wearing a version of the Chronomat including; Phil Simms, Bill Cowher, Boomer Esiason, and Nate Burleson

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It leads me to believe that all the presenters were given this new Breitling as a promotional stunt for the Chronomat. Further digging unearthed the fact that both James Brown and Boomer Esiason have longstanding sponsorship deals at least with the USA arm of Breitling. However, James Brown was seen at an NYC Breitling Boutique collecting his Chronomat, so it is unclear if this was a purchase or just a collection. They certainly made the watch clear to see with rolled-up sleeves during the show.

I was also made aware the NFL Fox News team was also wearing the new Chronomat, but I’ve yet to find the images of this. In the UK, I watch the NFL live via the Sky Sports dedicated channel. We get to see some of the American coverage, with the local UK team led by Neil Reynolds also providing analysis on the game.

What does this mean for Breitling?

The Super Bowl is about as lucrative as it gets for sponsorship deals, targeted advertising, and expensive television commercials. Air-time comes with a premium. Even still, significant brands gladly delve into deep pockets to reach the widest audience. The other possible live sports events contenders for brand marketing is the UEFA Champion’s League and the Olympics. But from my perspective, there has to be a higher expenditure for the Super Bowl. The average cost of a 30-second TV slot is $5.5 million. And that doesn’t include the cost of the ad itself…

Breitling certainly got its money’s worth. Whenever the presenters gesticulated with their hands while analyzing the game, the watch was clearly displayed. While they may not openly discuss the Chronomat they are wearing or segue into a sponsored segment, the features of the watch are clear to see. Any budding patron who takes an interest in the watch would be able to Google the details and find the exact timepiece. Perhaps, it may even lead them to the pages of Fratello (fingers crossed). The Breitling Chronomat underwent a redesign for 2020. The revamp saw the famous bullet bracelet return and the date at 6 o’clock. The in-house manufacture B01 movement powers all the chronographs in a 42mm stainless steel, two-tone, or full red gold case.

In any case, it was a great win for the Buccaneers amongst a home crowd with restrictions to 25,000 attendees including health-care workers.

Did you notice any other watches during the game? Maybe the coaching staff or otherwise? Let us know in the comments below.