“TUDOR has always been fueled by a daring spirit – we call it Born To Dare” — Eric Pirson, TUDOR CEO.
Driven by an insatiable pursuit of greatness, conquering the extremes, and venturing into territories no other would dare to, TUDOR’s ‘Born To Dare’ spirit has accompanied elite athletes on racetracks, football pitches, oceans, and beyond, for decades on end. As the waves crash, engines roar, and whistles blow, a TUDOR timepiece is present to capture every pulse-pounding moment and step towards victory. Each of TUDOR’s partnerships across multiple sports disciplines exudes three common rudimentary emotions: precision, performance, and resilience.
Here’s how TUDOR’s ‘Born To Dare’ spirit is taking over the world of sports.
Pole Position with Visa Cash App RB Formula 1 Team
TUDOR boasts a history of speed. With a legacy tracing back to the ‘60s with the TUDOR Watch Racing Team all the way to the recent IMSA United Sports Car Championship, they’re no stranger to the track. In 2024, TUDOR returns to motorsport, partnering with the brand-new Visa Cash App RB Formula 1 Team with drivers Daniel Riccardo and Yuki Tsunoda.
Since 2006, Red Bulls’ Italian Formula 1 team has performed more than 350 race starts — one of the sport’s most consistent and important competitors in motorsport history. After the team’s 2020 rebrand from Scuderia Toro Rosso to Scuderia Alpha Tauri, they’re now reborn as Visa Cash App RB, with a renewed mission of conquering F1’s biggest titles. With ‘TUDOR’ boldly splashed on their striking livery, race suits, and uniforms – from management to engineering, even the drivers sport a team-exclusive version of its Master Chronometer-certified Black Bay Ceramic. Cast in a 41-millimetres of matte black ceramic, the case exudes a stunning rustic gunmetal look, which brilliantly contrasts against the F1 team’s signature blue dial. With all-white indexes dipped in X1 Super-LumiNova with classic Snowflake hands, it houses an anti-magnetic COSC + METAS Master Chronometer MT5602-U1, which runs automatic boasts a 70-hour power reserve.
TUDOR Goes Pink with Inter Miami FC
TUDOR lives and breathes audaciousness, and this infectious ‘Born To Dare’ spirit has now reached the fútbol pitch. Inter Miami CF, spearheaded by Argentine GOAT Lionel Messi and co-owned by TUDOR ambassador David Beckham, announced TUDOR as their Official Timekeeper in the summer of 2024. However, TUDOR’s ties with Inter Miami CF began even before the club was born — Beckham was presented with a Pelagos bearing an Inter Miami CF crest on the dial, which he wore to every match.
When Beckham envisioned Inter Miami FC, he intently selected pink as his club’s official hue not only because it perfectly expresses South Florida’s vibrant soul and culture but also because he dared to stand out — the very spirit that gave birth to TUDOR close to a century ago.
TUDOR brings their partnership with Inter Miami CF to life with a limited-production Black Bay Chrono draped in the club’s signature colourway: pink. Amidst a sea of green and blue dials, this BB Chrono’s pink dial injects a refreshing pinch of playfulness. This is contrasted by two black chronograph sub-dials at three and nine o’clock and a date window at six. Cased in 41 millimetres of 316L stainless steel, it boasts a fixed tachymetric steel bezel complimented by an inner anodized aluminium bezel insert and steel screw-down pushers. Inside rests a Manufacture Calibre MT5813 (COSC-certified), which is self-winding, offering a power reserve of approximately 70 hours.
Conquering The Seas with Alinghi Red Bull Racing
TUDOR’s relentless pursuit of excellence took to the seas in 2022 as they set sail with Alinghi Red Bull Racing – one of the world’s most formidable sailing teams. Anchored in speed, precision, and the will to conquer, TUDOR celebrates its partnership with Alinghi Red Bull Racing as the Official Timekeeper with two yacht racers: Pelagos FXD ‘Alinghi Red Bull Racing Edition’ and Pelagos FXD Chrono.
Ready for the rigours of the open sea, these timepieces are built as robustly as the vessel they’re inspired by. With 42-millimetre cases cast out of carbon composite and a bi-directional rotating titanium bezel, they mirror the ultra-lightweight yet strong engineering of the Alinghi Red Bull boats. Draped in RB’s iconic midnight blue and racing red colourway, the dial features classic Pelagos white block indexes and snowflake hands.
Alinghi, founded in 1994 by Swiss entrepreneur Ernesto Bertarelli, made history in 2003 as the first European team to win the prestigious America’s Cup, a title they defended successfully in 2007. Now, in partnership with Red Bull since 2022, the team aims to reclaim sailing’s most coveted prize, the 37th America’s Cup in 2024.
Making Waves – TUDOR x World Surfing League & Alaïa
TUDOR is no stranger to the extreme — and their partnership with the World Surf League’s two legendary Big Wave Season events: Nazaré Big Wave Challenge in Portugal and the Jaws Big Wave Challenge in Maui, Hawaii, was testament to their unwavering spirit of adventure, precision, and audaciousness. Throughout generations of big wave surfers, only a handful of men and women worldwide have successfully surfed the monster waves of Nazaré – the Portuguese fishing town North of Lisbon, home to the tallest surfable waves in the world. The challenge of Maui, Hawaii, is no different, with not many more daring to venture into the Jaws (Pe’ahi) – revered as the gold standard of paddle-in big-wave surfing, which features an extremely deep undersea trench dangerously close to shore.
In 2021, TUDOR took this passion for conquering waves head-on by joining forces with Alaïa Bay, Alaïa Lodge, Alaïa Chalet and Alaïa Wake Surf, Europe’s first-ever surf wave pool. Recreating the typical surfing and action sports atmosphere at the heart of Valais, Switzerland, Alaïa Bay generates waves up to 6 feet high, making it a year-round haven for surfers of all skill levels, from beginners to pros, offering a taste of the ocean’s thrill no matter the season.
Meet the TUDOR Pro Cycling Team
After the racetrack, the football pitch, and the mighty ocean, TUDOR takes its ‘Born To Dare’ spirit on two wheels with the TUDOR Pro Cycling Team. Led by Swiss cycling icon, Fabian Cancellara, winner of multiple Olympic and World Championships, the TUDOR Pro Cycling Team embodies the maison’s no-compromise attitude and a human-centric approach to cycling – a sport known for punishing physical and psychological challenges. With 16 victories and 30 podiums in the Continental category, they also raced at the ProTeam level I 2023.
Boldly adorned on the cyclists’ black jerseys is the TUDOR crest. All of the team’s equipment is based on the expertise of Swiss Cycling companies, including technical partner BMC Premium Bikes. TUDOR has also equipped each cyclist with a Pelagos FXD Chrono ‘Cycling Edition’, specially engineered for the team with weight and functionality in mind. Forged in carbon composite and measuring 43 millimetres, it houses a self-winding Manufacture Calibre MT5813 with a chronograph function and a 70-hour power reserve.
Charging Forward with All Blacks
TUDOR and the All Blacks are bound by something deeper—a shared philosophy of resilience, unyielding focus, and the constant pursuit of greatness. The All Blacks play not just for victory but for legacy, for their place in history. With an unmatched track record, including three Rugby World Cup victories (1987, 2011, and 2015), and a win rate that towers above every international team, the All Blacks truly embody TUDOR’s Born To Dare spirit. This partnership, forged in 2017, reflects the precision and grit it takes to compete and dominate at the highest levels. Every moment in rugby is critical—an inch, a second, or a heartbeat can change the outcome of a match, which is why the TUDOR’s role as the Official Timekeeper is vital. In 2019, the TUDOR Black Bay Chrono All Blacks Edition celebrated the All Blacks’ unmatched legacy, with the team’s emblem engraved on the caseback.
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