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

Opinions of Shedeur Sanders don’t matter as much as the massive attention he generates because marketing-wise, it’s better to be loved or hated than to be in the middle. 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, 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’ — overnight — games at Folsom Field 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 and 2nd overall pick in the 2025 NFL Draft), 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?

Shedeur may have a famous father who helped him get to where he’s at, but as the number 1-ranked NIL athlete in college sports in 2024 (which he earned), it’s clear he has the money to buy luxury watches on his own.

Sanders first pulled out the watch flex, with a stainless steel Audemars Piguet Royal Oak 15500 (set with aftermarket diamonds), 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 statements from Colorado State head coach Jay Norvell before the game — who publicly dissed Deion Sanders for wearing a hat and sunglasses — his QB son took it personally. “I was just waiting the whole time to put a watch on ‘em,” Sanders said in an interview after the game.

And now people — especially from younger generations — mimic the celebratory watch flex gesture, with or without the watch. The rest is history.

 

Photo by Getty Images, Arizona State, 2023.

Posted by:Jason Pitsch

Jason is a writer and photographer who founded Professional Watches to share his passion for watches.