Breitling teams up with Collingwood Football Club, Ōtsuka Lōtec debuts its No. 8, TAG Heuer names new CEO
Zach BlassI am typing this on an aeroplane, heading back from Dallas to New York City in the wake of a Longines press trip in which I got a sneak peek at many of the exciting novelties the brand plans to launch this year. The bad news: I can’t show you any of it. The good news: It’s a safe bet you will like these launches once they arrive, and, in the meantime, you can look at me wearing a cowboy hat.
The other good news – beyond my trip to Dallas, I cannot discuss all that much, there were plenty of horological headlines this week.
From NFL to AFL: Breitling teams up with Collingwood Football Club
It was a massive announcement when Breitling revealed its partnership with the NFL, the league’s first-ever “Official Timepiece Partner.” But this week, Breitling Oceania was not going to let the USA have all the fun, cementing a new AFL partnership with the beloved Collingwood Magpies club. To celebrate, Breitling has launched the Superocean 44 Collingwood Limited Edition, with only 125 pieces to be made available worldwide.
“Partnering with Collingwood feels natural for us at Breitling – we share a deep appreciation for heritage, a commitment to precision, and a passion for performance. Collingwood isn’t just a football club – it’s a key part of Australian culture, with a rich history and a loyal community of supporters who bring the game to life,” Breitling Oceania Managing Director, Lars Summers said. “In collaboration with the club, we’ve designed a limited-edition Breitling x Collingwood watch to celebrate everything Collingwood represents – its legacy, its spirit, and the pride of its supporters. This watch is a way for fans to carry that connection with them and, one day, pass it down to the next generation.”
For those not so familiar with Aussie-rules Football, for a sense of scale, the Collingwood Magpies regularly draw a crowd of 80,000 spectators to their games.
Ōtsuka Lōtec debuts its No. 8
Japan as a country right now is a hot destination. You cannot go on social media without being served reels by travel influencers rating the best bites and sites to visit. But, if you needed yet another reason to plan a trip to Japan, the watchmaking of the region has never been hotter and more in-demand. Ōtsuka Lōtec has built a strong cult following in recent years, and, for better or for worse, the scale and limited access of the brand’s timepieces have resulted in a secondary market performance that has flippers salivating and chomping at the bit. And now there is a new creation, the No. 8, for everyone to drool over and figure out how they can maximise their chances of getting an order and allocation. The raffle will be held on March 23, but sadly, the Ōtsuka Lōtec shop website reveals the watch cannot be ordered and shipped outside of Japan – explaining why Ōtsuka Lōtec watches often get auctioned off for 2-3x more than their MSRP.
The No. 8 once again features a jump hour and retrograde minutes complication, but it’s distinguished by its rectangular-shaped case and first-ever pairing with a rubber strap. Ōtsuka Lōtec explains that the dial elements are inspired by the controls and faders of vintage recording studio mixing consoles, in particular, the REDD.37 used at Abbey Road Studios. The price, should you win an allocation in the raffle, is set at ¥990,000 (~US$6,300).
TAG Heuer names new CEO
Earlier today, TAG Heuer announced the appointment of its new CEO, Béatrice Goasglas, who will be taking on the role as of May 1st. Having been with the brand since 2018 when she joined as VP Digital & Client Experience, she then moved on to be Managing Director, TAG Heuer Asia Pacific, before he most recent role as President, TAG Heuer Americas. This is a major announcement as the brand has been without a CEO since January and has been leaving all of us in the industry guessing who would take the reins. This move shows the brand is committed to leveraging its biggest market, where Goasglas has her most recent experience. She now joins the growing number of female CEOs in the watch industry.
Hope you all have a wonderful weekend!
Zach and the Time+Tide Team
Watch meme of the week: not so quiet luxury
Walking down a dark alley in a metropolitan city, sure the sleeves stay down. But the minute you are at a watch meetup, everybody is cocking their arms like Henry Cavill in Mission Impossible to ensure their watch is getting seen by their fellow WIS.
Wrist shot of the week: custom Cartier
I’m cheating on the date here, as this was posted last month, but it was served in my feed this week – and it is intriguing enough for me to make an exception. Messing with, or modding Cartier’s timeless designs well is a tall order, but Laura Rikman’s miniatures on various Cartier Tank dials she has been commissioned to paint all look quite stunning.
Time+Tide Shop pick of the week: Serice Ref. 5330
Serica unveils a new monochromatic diver, the Ref. 5330, following the successful recipe of the previous divers, with a special twist. The 5530 reveals an all-new streamlined bezel with a polished grey ceramic insert alongside a subtly redesigned matte black dial. Forgoing the strict dial symmetry of the other Serica divers, the 5530 debuts a date window for the first time.
The Serica Ref. 5330 is available now for pre-order at our Time+Tide Studios in London, New York, and Melbourne. Price: US$1,990
Our favourite Time+Tide coverage of the week
Rolex Land-Dweller surprise reveal + Credor, Cartier & more — Zach’s 3-WATCH THROW DOWN
Zach drops a bombshell: a brand-new Rolex Land-Dweller 36, kept secret for a full month (four watches left the collection to make this secondary market purchase happen). Andrew was genuinely blindsided. With an Eichi II and a beautiful beige Cartier Santos-Dumont Limited Edition joining the Land-Dweller 36, can Andrew beat Zach’s heavyweight trio in a 3-Watch Throw Down? Check out the full video to find out.
Time+Tide take over British Watchmakers’ Day 2026
The biggest day in the British watch calendar, British Watchmakers’ Day 2026, took place last Saturday, and as with the previous two editions, Time+Tide was at the very heart of it. Russell has a full recap for you right here.
Letter from the founder: The Time+Tide New York Discovery Studio launch was the dawn after the darkest four-month build imaginable
Now that it’s over, Andrew will admit it. The New York build-out nearly killed us. But it didn’t. Click here to read the full, uncut letter from our founder about our latest Discovery Studio build-out.