REDAZIONE| ROME, 13 FEBRUARY 2026
International stars and dream watches: when the Super Bowl becomes a style showcase.
At Super Bowl LX at Levi’s Stadium, the glamour wasn’t limited to the field: while the Seattle Seahawks and New England Patriots were making sports history, another show unfolded in the front rows and exclusive parties—the one of high-end watches worn by global stars. These timepieces, more than mere accessories, have become symbols of identity, status, and pop culture, amplifying the visibility of top brands far beyond the circles of dedicated collectors.
At the center of attention was Tom Brady, the American football legend, who wore a rare Audemars Piguet Royal Oak Perpetual Calendar in blue ceramic, valued at approximately €200,000. With its case, bracelet, and dial all in matching tones, this masterpiece of haute horlogerie was photographed and shared on social media, transforming a collectible watch into a global style icon.
On the halftime show stage, global phenomenon Bad Bunny opted for another interpretation of the famous Royal Oak: an Oak Selfwinding in 18-carat yellow gold with a malachite dial, estimated around €60,000. This choice not only enhanced his live look but also demonstrated how luxury watches can engage with the language of music and contemporary fashion.
But it wasn’t a single-brand event: other iconic brands were also present at parties and VIP stages. Legendary rapper Jay-Z was spotted with a Patek Philippe Grand Complications in platinum, estimated around €350,000, with a dial mapping moon phases and stars—a demonstration of technical and cultural sophistication unique in its kind.
On the sports watch scene, Roger Federer went for a Rolex Land Dweller, while Rob Lowe chose a bold Audemars Piguet Chrono Black Ceramic.
Alongside these dream pieces, some guests made more narratively interesting choices: rapper Travis Scott, for example, played with a vintage Casio Calculator Watch, showing that even a humble object can become a style icon thanks to the personality wearing it.
At an event that blends sports, entertainment, and global culture, the watches on VIP wrists are not just timepieces: they are statement pieces telling stories of success, personality, and aspiration. From classic to contemporary, Swiss craftsmanship to pop nostalgia, Super Bowl 2026 reaffirmed that luxury is not just an aesthetic factor but a visual narrative shared worldwide.