IRVING, Texas – The American Athletic Conference and Grand Caliber have announced an extension of their original agreement for the 2023-23 college athletics season. Last year’s relationship with The American marked the first-of-its-kind sports sponsorship for the luxury watch retailer.

Notably, the extended agreement for the upcoming season calls for Grand Caliber to assume The American’s “Official Timekeeper & Luxury Watch Retailer” designation. Grand Caliber will receive key brand exposure during Conference championships and on official social and digital channels as well.

Located in the heart of Dallas’ Uptown District, Grand Caliber is the leading trusted source for selling and buying authentic new and pre-owned watches. The company was created by watch enthusiasts and watch lovers to cater to a growing cohort of affluent clients becoming interested with luxury timepieces.

“Grand Caliber is proud to announce the continuation of our partnership with the American Athletic Conference,” said Jimmy Choo, Grand Caliber’s CEO. “This is an exciting moment in the evolution of college athletics. We look forward to helping the conference and are committed to the emerging future for our two organizations.”

“We are pleased to extend our relationship with Grand Caliber,” said American Athletic Conference Commissioner Mike Aresco. “Grand Caliber is a dynamic and emerging brand that fits well with our profile. I look forward to continuing this mutually beneficial agreement and appreciate Grand Caliber’s support of our conference.”

The American’s relationship with Grand Caliber is overseen by LEARFIELD’s team representing the Conference as its dedicated sponsorship sales partner.

About The American
The American Athletic Conference (The American), a member of the NCAA, was reconstituted in 2013. With the conference office in Irving, Texas, The American is comprised of the following institutions: UCF, Cincinnati, East Carolina, Houston, Memphis, Navy (in football only), South Florida, SMU, Temple, Tulane Tulsa and Wichita State (basketball and Olympic sports). Under the leadership of Commissioner Mike Aresco, The American sponsors 22 championships – 10 for men and 12 for women; is a member of the College Football Playoff; has television partnerships with ESPN and CBS Sports; in the spring of 2019, signed a landmark television agreement with ESPN that commenced in 2020-21; and has a marketing partnership with Learfield. For more information, please visit

About Grand Caliber
Grand Caliber is a luxury watch dealer specializing in high end brands, sales, and service. Our selection of top-of-the-line watches includes brands like Rolex, Patek Philippe, Cartier and more. We have the perfect watch for every occasion. With our global network, our dedicated team can help you find the perfect watch no matter how rare, and our world-class service department can keep it running like new for years to come. Visit us today and see why Grand Caliber is the luxury watch destination.