NFL Star Saquon Barkley Joins H. Moser & Cie. As A 'Friend Of The Brand'

Saquon Barkley, the star running back of the Philadelphia Eagles, has been announced as the newest “Friend of the Brand” for H. Moser & Cie. As Swiss watchmakers increasingly look toward the U.S. sports market, this feels like another significant moment. Breitling kicked off the season by becoming the NFL’s official timepiece partner. Three-time Super Bowl-winning Quarterback for the Kansas City Chiefs, Patrick Mahomes, signed with Hublot. And now one of the most popular players in the league is aligning with H. Moser and the brand’s identity as an independent brand known for doing things its own way.

Barkley says this partnership wasn’t engineered—it happened naturally. It began when he wore a Moser to the 2025 Met Gala and immediately connected with the brand’s aesthetic. “I’m not really too much into the flashiness,” he told me after Sunday’s game—a win in which he scored two touchdowns—a perfect way to kick off the partnership. “I think you can literally put on a t-shirt and jeans and let the watch speak for itself.” He glanced down at his wrist and smiled. “We have the Pioneer. Something I’ve kind of fallen in love with. A watch completes the look.”

For him, it goes beyond the product. “I’m really all about relationships,” he said. “The conversations I’ve been able to have with [the Moser team] and the time we’ve spent…that really set the tone for me.” Barkley’s reputation—highly competitive but universally liked—makes him an ideal face for a brand looking to bolster its mainstream awareness in the United States. Bertrand Meylan, CEO of MELB Luxe Subsidiaries (the parent company of H. Moser & Cie.), echoed the sentiment. “We weren’t actively looking for an American football partner,” he told me. “But when we met Saquon—when we spent hours talking—it just became natural.” When asking his friends in the U.S. to gauge how fans view him, “Everybody told me: ‘Oh yeah, everybody loves him.’ He’s a good person. Close with his family. And a very rare talent. It corresponded well with the values of Moser.”

This isn’t happening in a vacuum. The NFL is increasingly global. The league now plays at least five regular-season games annually in Europe—in London and Germany—up from a single London matchup in 2007, when the International Series began. With the NFL set to stage its first game in Spain in 2025, the crossover between Swiss watchmaking and American football no longer feels surprising—it feels inevitable.

What makes this partnership particularly compelling is that Barkley isn’t just here to wear a watch—he wants to help create one. “Hopefully, to be able to create a piece that people love—that I love,” he said. “I’ve been able to do some pretty cool things in my career. Having a watch? That would be amazing.” Meylan says that’s exactly the plan. “We want what he is excited about—something truly linked to him and football,” he told me. “There are maybe things we can imagine.”

Moser’s approach to ambassadors is selective, not expansive. Barkley joins just one other major athletic partner: the Alpine F1 Team, with whom Moser launched custom “Drivers” and “Mechanics” editions this year—including a limited edition Streamliner created with Pierre Gasly a few months ago. 

Barkley summed it up simply, “I’m excited for the future. I’m excited to be part of the family.” Where it goes next—a watch, more appearances, a growing American collector base—remains to be seen. But this much is clear—I think it’s a strategic, smart move by Moser, and I’m excited to see how it plays out.

For more on H. Moser & Cie., click here.