Swiss watchmaker Frederique Constant has entered its first professional sports partnership as the official timekeeper and watch of the Pro Padel League. The deal marks a significant step for the brand in engaging younger audiences through the fast-growing sport of padel. A limited-edition PPL-branded watch will be released later.
The Pro Padel League (PPL), the leading professional padel circuit with 10 teams across the United States, Canada, and Mexico, revealed a multiyear partnership with Frederique Constant on January 28, 2026. This collaboration positions the Swiss luxury watchmaker, founded in 1988 and part of the Citizen Watch group since 2016, as the league's official timekeeper and watch—its inaugural venture into professional sports sponsorship.
Padel, a racquet sport blending elements of tennis and squash on an enclosed court with walls, has surged in popularity, boasting about 35 million players worldwide, though only 8% are in North America. The PPL, launched in 2023, features male and female professionals competing in doubles matches and reaches approximately 300 million households in over 100 countries via broadcasts. Previous sponsors include Adidas and Ford, and the league offers around $1 million in annual prize money, with one team franchise recently valued at $10 million.
Under the agreement, Frederique Constant will integrate into PPL events through branded match clocks, serve countdowns, and digital signage. Immersive activations will highlight the brand's Swiss heritage and artisanal craftsmanship, extending to co-branded content and retail experiences. A special limited-edition PPL watch is slated for release later in the year.
"Padel represents a modern convergence of competition, culture, and community," said Mike Dorfman, CEO of the PPL. "Frederique Constant’s craftsmanship and elegance perfectly mirror the sophistication and momentum of our sport."
Jeffrey Cohen, President of Citizen Watch America, emphasized the alignment: "This is Frederique Constant's first step into sport sponsorship, and padel felt like the right place to begin. It is a fast-growing sport that honors tradition while inspiring a new generation, much like Swiss watchmaking."
The 2026 PPL season kicks off July 9-12 in New York City with five events across North America, culminating in the City’s Cup Finals in Miami—the championship's debut there. This partnership underscores broader trends in watch brands sponsoring niche sports to connect with dynamic, younger demographics.