Champions of Time: Five Brands with a Special Sports Connect

All eyes are, naturally, trained on the ongoing Paris Olympics right now, where Omega is performing its role of Official Timekeeper—and rather excellently—for the 31st time in history. Omega’s association with the Games has a rich, storied history, but it is certainly not the only watch brand with a special connection to sports. GMT India takes a look at five other brands that share indelible connections with the world of sports.

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TAG Heuer

With a foundation strongly rooted in precision, cutting-edge technology, and high performance, TAG Heuer seamlessly fits into the motorsports universe. From being an integral part of the legendary Monaco Grand Prix to forming the TAG Heuer Porsche Formula E racing team, the brand has remained indispensable to the racing world over the decades. In celebration of its fabled association with motorsports, TAG Heuer often crafts watches that honour the special association, such as the Carrera Chronograph x Porsche 963 (a limited edition inspired by the exceptional Porsche 963 Hypercar) and Monaco Chronograph in deep blue, both unveiled earlier this year. Sized at 44 mm, the former is a bold, openworked iteration of the iconic Carrera. The latter’s square contours and skeletonised dial make it stand out immediately while the blue lends a distinctive contemporary touch. 

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Hublot

If you’ve ever watched a football match, it’s likely you’ve noticed Hublot’s timekeeping and referee boards. The brand joined the world of football in 2006 alongside the Swiss national team, but its significance across footballing events over the years has witnessed a meteoric rise. Hublot continues to be a crucial part of every major football competition alongside partnerships with FIFA and UEFA. It also serves as the Official Timekeeper and Official Watch of prestigious clubs like Juventus and AFC Ajax. To celebrate its close ties with the UEFA Euro Cup, Hublot introduced the 44 mm limited-edition Big Bang E Gen3 UEFA Euro 2024™ watch; the campaign featured brand ambassador and footballing star Kylian Mbappé wearing it. The three limited-edition watches—two special Big Bang Unicos and a Classic Fusion—unveiled earlier this year to honour its association with the Argentine Football Association (AFA) were stunning too. 

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Rolex

Be it the ubiquitous brand logo set against the green at Wimbledon or spotting the latest references on the world’s most accomplished tennis stars, Rolex has been inextricably linked to tennis for over 40 years now. The brand’s founding values—a perpetual quest for excellence, technical precision, unwavering effort, respect for tradition, and pushing beyond personal limits—align perfectly with the central tenets of the sport. Rolex now partners the four Grand Slam® tournaments, all major events in the men’s and women’s games, and other leading international team contests. Plus, Rolex Testimonees who belong to the tennis world include icons like Roger Federer and Carlos Alcaraz, who won his fourth Grand Slam® title at Wimbledon this year. When he lifted the trophy, he flaunted the same Rolex Daytona that he wore while accepting the title last year. 

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Tissot

Tissot’s tryst with cycling became more official in the 1980s when Tissot first took on the role of Official Timekeeper of the Tour de France. A highly demanding task, it requires the brand to meticulously monitor classifications, and keep an eye out for unexpected events like falls, breakdowns, or penalties. In honour of this association with Tour de France and La Vuelta a España (a prestigious multi-stage bicycling race in Spain), Tissot added two new references to its sports special edition lineup: the PR100 Tour de France and the PR100 La Vuelta a España. Sleek and minimalist, the two special editions sport durable and resistant cases crafted from stainless steel, ensuring that they retain their appeal even under strenuous conditions.

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Victorinox

Victorinox is no stranger to diving, as evidenced by the success of its INOX lineup and the Dive Pro watches. Ensconced in striking waterproof cases, featuring practical, reliable functions, and technical expertise, the robust watches double up as ideal diving accessories. The latest Dive Pro watches, sized at 43 mm, make for excellent additions to the brand’s repertoire of diving watches. Wearers have the option to choose between steel- and titanium-cased references, and quartz or automatic movements.