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Agenda-setting intelligence, analysis and advice for the global fashion community.

Watch Brands Are Piling Into Pricey Sports Deals. Are They Worth It?

Watchmakers ranging from Omega, Breitling, Rolex and TAG Heuer to indie label Norqain are investing millions in blockbuster sports deals but success is not guaranteed.
The 2026 Winter Olympics will mark Omega's 32nd participation as the official timekeeper since 1932.
The 2026 Winter Olympics will mark Omega's 32nd participation in the official timekeeper role. (Omega)

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Further Reading

Is the Storm Blowing Over for Watchmakers? Yes and No

It’s a case of winners and losers for Swiss watchmakers, as the strongest brands shoot ahead, widening the gap with their smaller rivals, writes Robin Swithinbank. Plus, Rolex’s LIV Golf tie-up and The Honourable Merchants Group’s pause.

About the author
Robin Swithinbank

Robin Swithinbank is a contributing writer at The Business of Fashion. Swithinbank is a London based journalist, editor, and speaker who specialises in luxury watches.

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