FIFA surprises everyone with an unknown watch brand for the 2026 World Cup

Read the original article in Le Nouveau Reveil.

A few months before the 2026 World Cup, an unexpected choice shook the world of sports watches: FIFA entrusted the creation and marketing of its official watches to Axia Time, a brand previously little known, even among dedicated enthusiasts. While past editions of the tournament were associated with major historic brands, Axia Time, based in New Jersey (USA), emerges from obscurity with an ambitious project combining watchmaking innovation, fan-oriented design, and an event-focused spirit.

Despite its low media profile, Axia Time did not appear out of nowhere. Founded less than ten years ago, the company gradually gained recognition for its licensed sports and cultural watches, combining reliable mechanics with contemporary aesthetics. It has worked on several limited collections for cultural and sports events in the United States, often incorporating modern materials and designs inspired by the theme or identity of the event.

This first collaboration with FIFA represents a qualitative and international leap, giving the brand global visibility and the opportunity to demonstrate the full extent of its watchmaking expertise.

A collection designed for fans and collectors

The FIFA World Cup 2026 watches by Axia Time were designed to represent each participating nation, with variations reflecting the colors and symbols of the teams. Each timepiece features a robust and sporty structure, with a polished and brushed 42 mm stainless steel case, offering comfortable wear for all wrist types. The unidirectional rotating bezel follows diving and timing codes while integrating aesthetic touches reminiscent of football.

The dial is clear and colorful: variations in blue, red, or green depending on the version, with applied indices and hands treated with Super-LumiNova, ensuring optimal visibility in all conditions, from the stadium to daily use. A discreet date window completes the composition without compromising the visual purity of the piece.

At the heart of these watches beats a reliable Swiss automatic movement, displaying hours, minutes, seconds, and date, with a power reserve of approximately 40 hours. Components were selected for durability, and the watch offers water resistance up to 100 m, sufficient for accompanying its owners in daily sports or water activities.

The strap varies by version: stainless steel with a secure folding clasp for the classic editions, and soft silicone stamped with FIFA colors and logo for the sportier versions. Every detail, from the scratch-resistant sapphire glass to the carefully finished case and rotor, reflects a balance of technical precision, aesthetics, and symbolism.

A discreet but ambitious brand

Axia Time is not a historic house like the major Swiss brands, but its approach is clear: combine mechanical quality, thoughtful design, and accessible positioning, even in an officially licensed FIFA product. The collection is produced in limited editions for each model, reinforcing the collector and exclusive aspect of these watches. The average price is estimated between €400 and €650, allowing football fans to own an official item without compromising on watchmaking quality.

By entrusting its official watches to an emerging brand, FIFA paves the way for a new approach to licensed products: less focused on prestigious names, more on innovation, design, and value for fans. Axia Time, still unknown to many, now positions itself on the global stage as a brand capable of delivering technically reliable and visually appealing timepieces while embodying the spirit of the event.

According to Axia Time’s official statement, this project marks a key milestone in the company’s history, reflecting the desire to create watches that are both reliable instruments and objects of emotion and collection for fans worldwide.