Breitling Super Chronomat watches were given as gifts by Jared, the jeweler, to Jared Goff, the standout quarterback for the Detroit Lions, and the ten linemen who kept him from being benched throughout the season.
The most upmarket branch of Signet Jewelers Ltd., Jared, developed a collaboration that appeared like a good fit for the company during the NFL season.
Jared published an advertisement in the Detroit Free Press honoring Goff, Detroit, and the supporters of the Detroit Lions just prior to the NFC championship game on January 28. The NFL had not featured the Lions in thirty-two years playoffs, and after leading the club to the NFC title game, they were defeated in a thrilling match by the San Francisco 49ers.
“At every Detroit Lions game, we noticed that fans would hold signs that read, ‘We went to Jared.’” “It was a parody of the old Jared ads with the slogan, ‘He went to Jared,’” said Claudia Cividino, Jared’s president. “Therefore, we began focusing more on the group” — including Lions quarterback Jared Goff.