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Jerry: Cowboys are the ‘glitz and glamour of the NFL’

08/26/2014 1:52 PM

08/26/2014 1:53 PM

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.”


Charean Williams has covered the NFL for 21 seasons. She's a Hall of Fame voter, a past president of the Pro Football Writers of America and a proud Aggie. Follow her on Twitter at @NFLCharean


Clarence E. Hill Jr. has been the Dallas Cowboys beat writer since 1997. He's battle tested with one playoff win, six coaches, countless scandals, controversies and unfullfilled expectations. Follow him on Twitter at @clarencehilljr


Drew Davison joined the Star-Telegram as a correspondent in 2007, primarily covering high schools along with helping out with Rangers, Cowboys and colleges coverage. He became one of the Rangers beat writers in July 2011, and also assists with coverage of Texas Motor Speedway and the Cowboys during the offseason. Davison graduated from the University of Kansas and had internships at The Kansas City Star and Follow him on Twitter at @drewdavison


Jimmy Burch is the college sports and golf writer/columnist for the Star-Telegram. He also covers the Dallas Cowboys and other Dallas-Fort Worth pro sports. Follow him on Twitter at @Jimmy_Burch


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