The National Hot Rod Association has partnered with the watchmaker Game Time to develop a series of NHRA Premier Watches in a new deal brokered by JRL Group.

The NHRA is recognised as one of the world’s largest motorsports sanctioning body. Since its inception in 1951, the National Hot Rod Association has been a force in the world of Drag Racing and Hot Rodding. The NHRA fields race teams with over 11,000 horsepower that reach speeds of over 300mph in just under 4 seconds.

The partnership will kick off with the NHRA Black Pioneer Series, a full line of watches that tap into the history of NHRA speed and motor culture with a vintage twist. The initial run includes models named Nitro, Vintage Pioneer, Disturbing the Peace, and NHRA ’62 Nationals, with each face styled after iconic NHRA logos and artwork.

“We are excited to work with Game Time to expand the NHRA brand into new product categories and distribution channels with uniquely designed products that capture the iconic culture of NHRA Championship Racing,” said Andrew Lieb, president of JRL Group.

The NHRA Licensing Program will continue to focus on lifestyle products such as apparel and accessories, home decor as well as items for the garage for the serious race enthusiast such as automotive accessories, automotive tools, appearance and other automotive related products.