Whether you like Shedeur Sanders or not — you’ve likely heard of him.

Being unknown doesn’t sell tickets, television commercials, streaming packages, sponsorships, jerseys, and products (such as wristwatches). With his famous first-ballot NFL Hall of Fame father, Deion Sanders, as head coach, and Shedeur as the team’s starting quarterback, the Colorado Buffaloes rose to national prominence over the past two college football seasons. Upon the arrival of the Sanders’ games at Folsom Field instantly went from empty to packed.

Following a 1-8 record in 2022, the national spotlight shined on Sanders and company in 2023 as they resurrected the Buffs’ College Football program, underscored by the arrival of ESPN College GameDay in Boulder for the first time this century.

The 2023 season did not end as good as it started, however, with a record of 4-8, wins quadrupled year-over-year. By 2024, the Buffaloes generated an impressive record of 9-4, becoming bowl-eligible for the first time in four years, and they were just one win away from making the College Football playoffs.

Thanks to the Sanders’, Travis Hunter (2024 Heisman winner/2025 #2 Overall NFL Draft pick), and numerous talented players and coaches, the Colorado Buffaloes were one of the most exciting college football teams to watch in 2024. Watch the ending of the 2024 Colorado vs Baylor game, which led to an epic overtime victory in the rain, and you’ll see why.

How did Shedeur start a celebratory trend for flexing his watch?

Sanders, the #1 highest-paid NIL athlete in college sports in 2024, first pulled out the watch flex (see video above) — a fully diamond-set stainless steel Audemars Piguet Royal Oak 15500 — on Nebraska players after they disrespectfully stepped on the Folsom Field Colorado logo during practice ahead of their 2023 matchup.

The following week, after a double overtime victory against Colorado State, in response to Colorado State head coach Jay Norvell publicly dissing Deion Sanders before the game for wearing a hat and sunglasses, his QB son took it personally and responded (see video below). “I was just waiting the whole time to put a watch on ‘em,” Sanders said in an interview after the game.

 

Photo by Getty Images, Arizona State, 2023.

Posted by:Jason

Jason is a former Fortune 100 executive who left the corporate world to found Professional Watches. He's obsessed with aesthetics, quality, and brands with staying power. View his article archive.