Super Bowl LX delivered the usual mix of spectacle, celebrity, and cultural noise — but for watch retailers, it delivered something else: a concentrated “trend signal” in a single night. When millions of viewers see the same silhouettes and materials repeated on influential wrists, clients walk into stores the next morning with screenshots, half-remembered model names, and one clear request: “Do you have this?”
This year’s wrist conversation was unusually focused. Audemars Piguet’s Royal Oak showed up as the headline, punctuated by a true high-complication flex from Patek Philippe, and finished with the evergreen reality that Rolex remains the default status watch — sometimes factory, sometimes aftermarket. (Hodinkee)
Audemars Piguet’s Super Bowl: stone dials and blue ceramic power moves
Bad Bunny’s halftime appearance triggered the night’s most shareable “what was that?” watch moment: a Royal Oak Selfwinding in yellow gold with a malachite dial. The stone dial matters as much as the logo here — malachite reads instantly on camera, it’s naturally patterned (so every dial feels one-of-one), and it signals “new” even to shoppers who already know the Royal Oak shape. (Hodinkee)
Watch outlets have reported two closely related references in circulation (a 41 mm and a 37 mm variant), which is exactly what happens when a watch becomes a viral screenshot before model numbers catch up to the conversation. The retail move is simple: sell the material story (malachite, natural variation, why stone dials are having a moment), then guide the client into what you can actually source and deliver. (Hodinkee)
Then came the collector-grade flex: Tom Brady in a Royal Oak Selfwinding Perpetual Calendar in “Bleu Nuit, Nuage 50” ceramic (ref. 26674CD). In watch terms, this is the perfect “event wrist” combination: an iconic case shape, a hard-to-make material, and a complication that serious collectors immediately recognise. (Hodinkee)
For retailers, the key selling angle is usability. AP’s newer perpetual calendar platform has been positioned around easier setting and everyday wearability — which matters because the typical shopper loves the idea of complications, but worries about living with them. If your staff can explain what a perpetual calendar actually does, and why a modern execution is more practical than older, fiddly designs, you’ll convert curiosity into a serious conversation. (audemarspiguet.com)
Jay-Z’s Patek Celestial: the rare “stop the room” complication
Jay-Z’s choice was the outlier in the best way: Patek Philippe’s Celestial (ref. 6102P-001), an astronomical watch that turns the dial into a night-sky display. On a night dominated by sports-luxury shapes, the Celestial reads like pure high horology — not just expensive, but intellectually and mechanically extreme. (Hodinkee)
This is where jewellers can win without ever having the watch in stock. A Celestial sighting creates permission for a different kind of client conversation: grand complications, the difference between “complicated” and “decorated,” and why certain watches are purchased as legacy pieces rather than fashion. If you sell timepieces alongside bridal, this is also a natural bridge to the idea of heirloom buying.
Rolex: still the default flex — and aftermarket is part of the real world
Rolex remained everywhere around the game, but one detail is worth flagging for Canadian retailers: watch-spotting reports noted a Day-Date that appears to have aftermarket diamond work (bezel and dial). (Hodinkee)
That matters because clients will ask for “the iced one” without understanding the trade-offs. Your advantage is clarity: explain the difference between factory gem-setting and aftermarket work, how it can affect servicing and warranty expectations, and why documentation and transparency protect resale value. That tone — informed, calm, non-judgmental — is how you keep the sale while keeping your reputation.
Hublot’s pavé play: King Gold + diamonds + high-visibility design
Watch-spotting coverage also pointed to Jamie Foxx in a Hublot Big Bang Unico King Gold Pavé — a watch that’s unapologetically built for cameras: warm-toned gold, aggressive case architecture, and diamonds that read instantly under stadium lighting. (Yahoo News)
Two retailer-friendly talking points come with this piece. First, the specs are easy to communicate because the brand is explicit about the diamond setting and the King Gold case construction. Second, “King Gold” gives sales staff a material story that sounds technical (because it is): Hublot positions King Gold as a proprietary alloy that includes platinum, engineered for colour and durability. (Hublot)
What Canadian jewellers and watch stores should do next?
The fastest win is merchandising: build a small “Spotted at Super Bowl LX” moment in-store and online, even if it’s one case card and a curated set of alternatives. You’re not trying to stock every unicorn reference; you’re trying to capture intent while it’s hot.
Train staff on the three answers clients actually need. What the watch is, why it’s special in plain language, and what the closest realistic option is today. With the Royal Oak, that might mean guiding clients from a vintage stone-dial reference into available dial colours, pre-owned sourcing, or a waitlist strategy. With Patek, it might mean introducing complications and offering a credible stepping-stone piece.
Finally, treat screenshots as leads. If a client shows you a wrist shot, you’ve already been handed the opening to build a file: preferred size, metal colour, budget range, and timeline. The stores that win 2026 won’t be the ones that “have everything.” They’ll be the ones who respond fastest and sound most confident when the trend wave hits.
FAQ
What watch did Bad Bunny wear at Super Bowl LX?
Audemars Piguet Royal Oak Selfwinding in yellow gold with a malachite dial (reported as a 41 mm reference, with a closely related 37 mm variant also cited). (Hodinkee)
What watch did Tom Brady wear at Super Bowl LX?
Audemars Piguet Royal Oak Selfwinding Perpetual Calendar in blue “Bleu Nuit, Nuage 50” ceramic, ref. 26674CD. (Hodinkee)
What watch did Jay-Z wear at Super Bowl LX?
Patek Philippe Celestial, ref. 6102P-001. (Hodinkee)
Why do people care about a perpetual calendar?
It automatically tracks month lengths and leap years, so it stays correct without monthly date resets (as long as it’s kept running). (audemarspiguet.com)
What is Hublot King Gold?
Hublot describes it as a proprietary gold alloy that includes platinum, developed for a richer tone and durability. (Hublot)
