In partnering with an NFL team, Swiss watchmaker Hublot needed to find the right match. With some of their watches retailing for more than $300,000, it wasn’t going to mesh well with blue-collar teams such as Pittsburgh or Cleveland.
But they found the perfect fit with the Dallas Cowboys and owner Jerry Jones made no doubt about that in announcing the partnership on Monday night.
“We’re the glitz and glamour of the NFL,” Jones said. “The Cowboys are into trying to associate with the very finest in terms of other areas of disciplines. As much as we love the sport, as much as we love the contact, as much as we love to want to win a Super Bowl, we also appreciate the association with a great company or a great idea or a great product. That’s what this commitment is all about.”
Jones went on to describe a conversation he had with Tex Schramm about the Cowboys and how they were meant to be perceived.
“Schramm told me, ‘Let Houston have the checkered table clothes and sawdust floors. Cowboys do not mean getting on a horse and riding. They mean the glitz and glamour of Dallas,’” Jones recalled. “That’s what we want to be. And obviously we want to show how to kick their you-know-what with glitz and glamour.”
Hublot is designing three luxury Cowboys watches that range in price from $18,300 to $25,200, according to Forbes, and each will have a star at five o’clock to represent the team’s five Super Bowl titles.
Jones’ ‘glitz and glamour’ comment created a stir and coach Jason Garrett even had to address it during his news conference on Tuesday.
“Maybe that’s a reference to the organization and the history and the deal that they made with Hublot,” Garrett said. “Certainly our football team is based on having the right kind of guys who love to play football and go out there and work hard each and every day and try to have the kind of demeanor, attitude, body language of a tough-minded football team. That’s what we’re trying to build here.
“Business decisions are different than what we’re trying to accomplish with our football team.”