Football legend Cristiano Ronaldo is set to acquire a portion of the shares of Chrono24 GmbH, an online platform for trading watches. It allows the former Manchester United and Real Madrid man to gain financial interest in the market for used luxury timepieces.

Despite not attracting the sporting headlines like he did a decade ago, the Portuguese legend is still a top name in the marketing industry. According to the reports, Ronaldo is becoming a shareholder in Chrono24 alongside private equity firms and the family investment company of Bernard Arnault, who is the chairman of LVMH. 

“It was important for us that it is a significant amount,” Co-Chief Executive Officer Tim Stracke said in an interview.

Article Continues Below
More Soccer News
image thumbnail
Boston Legacy FC unveils official logo as 2026 NWSL debut approachesJess Koffie ·
NJ/NY Gotham FC players are recognized for their Concaf W Champions Cup victory after the match against the Kansas City Current at Sports Illustrated Stadium.
NWSL introduces roster building moves to prepare for expansion teamsJordan Llanes ·
Al Nassr player Cristiano Ronaldo reacts after being substituted in a Saudi Pro League soccer match at King Abdullah Sports City.
Cristiano Ronaldo drops honest Lamine Yamal assessment ahead of first meetingQuinn Allen ·
Grizzlies forward Santi Aldama, UD Las Palmas soccer club logo, McDonald's box
Exclusive: Grizzlies’ Santi Aldama’s ‘cheat day’ plans based around UD Las Palmas soccerChris Dodson ·
FC 25 Season 8 Release Date
FC 25 Season 8 Release DateMassimo Marchiano ·
FC 25 Season Finale Update Patch Improves Passing & More
FC 25 Season Finale Update 15 Patch Improves Passing & MoreMassimo Marchiano ·

According to Deloitte, a consulting firm, the market for used watches will expand by 75% by 2030, reaching a value of 35 billion Swiss francs ($39.6 billion). Similarly, LuxeConsult, a Swiss analysis and consulting firm, predicts that revenue from pre-owned timepieces could surpass sales of new watches by 2033.

Ronaldo is among the most marketable athletes in sports history, sitting in the top 10 of the most followed people on Instagram. Moreover, he is known for his extensive and diverse collection of luxury watches worth millions of dollars. The five-time Champions League winner has been seen wearing various brands, including Rolex, as well as more extravagant timepieces from Jacob & Co., Girard-Perregaux, and Franck Muller.

Regarding the collaboration between Chrono24 and Ronaldo, Chrono24's spokesperson, Stracke, clarifies that it is not an endorsement or marketing agreement. “He gave money to us, not us giving money to him,” Stracke said.