A Greek-American entrepreneur has become one of the few to secure an official commercial partnership with FIFA for the 2026 World Cup. John Kanaras, 60, owner of AXIA Time, is the man behind the tournament’s official licensed watches.
Originally from the villages of Skoura and Varvitsa in Laconia, Peloponnese, Kanaras is a second-generation Greek immigrant who has turned his watchmaking venture into a global success story.
Following the end of Hublot’s 16-year partnership with FIFA, the world governing body created a new “Official Licensed Timepiece” category. AXIA Time seized the opportunity and secured the rights to produce collector’s edition watches for the 2026 World Cup in the United States, Canada, and Mexico.
The move comes as the 2026 tournament — expanded to 48 teams and 104 matches — is already the most commercially successful FIFA World Cup ever, with sponsorship revenue reaching a record $2.8 billion, up from $1.8 billion in Qatar 2022.
The FIFA Watch Collection
AXIA Time, based in New York but with Swiss-made watches, has released a collection of 14 designs representing countries with strong football heritage and the three host nations. Each country features three models:
- KOSMOS – $225
- ENOSI – $795
- ARGOS (flagship) – $1,495
All watches feature sapphire crystal and a 4-year warranty. Production is strictly limited, with special collector’s sets available. Buyers of the premium ARGOS or ENOSI models from a winning nation will receive an additional commemorative “FIFA World Champions” watch after the final.
Who is John Kanaras?
A graduate of NYU Stern School of Business and the University of Pennsylvania, Kanaras previously served as Vice President and CEO of biotechnology firm Valneva. He founded AXIA Time in 2018, focusing on custom watches for sports teams, universities, and institutions.
He chose the Greek word “Axia” (meaning value, worth, or dignity) for his brand, reflecting his strong connection to Greek culture, family, the Church, and the concept of philotimos.
Source: Proto Thena (Original Article)