Is Cycling Becoming the Next Luxury Watch Sport?

Not that long ago, luxury watches were tied to water and speed - yachts, Formula 1, regattas... That’s where brands built their image of adventure and control. Now, a quieter but equally demanding arena is drawing their attention: cycling. And Tudor, of all brands, seems to be leading the charge.

 

At first, cycling feels like a strange partner for a Swiss watchmaker. It’s sweaty, unpredictable, and brutal on the body. There are no tuxedos or champagne flutes at the finish line - just some exhausted people with a 4 gram bike in funny clothes. So, why would a brand that sells to real estate agents and successful businessmen even get into this?

 

Tudor entered cycling with a clear plan. In just four years, its professional team has climbed from the sport’s fourth division to the WorldTour, earning a debut at the Tour de France this summer. This kind of rise usually doesn’t happen by accident. Fabian Cancellara - a legend of the sport and Olympic champion - helped shape the project from the ground up. Tudor didn’t buy fame; they actually built it. That alone sets the tone for what they’re trying to do.

 

Source: Velomotion.de

 

The brand’s investment goes far beyond logos on jerseys. It’s funding a training centre in Switzerland, building infrastructure, and supporting riders through every level of competition. Inside the team, there’s a clear sense that this is not just a sponsorship.

 

When Tudor brought in Julian Alaphilippe, it was a statement. He’s one of cycling’s brightest stars - a two-time World Champion, six Tour de France stage wins, a name known far beyond cycling circles. His arrival lifted the entire project. It made Tudor Pro Cycling something fans talk about, which is always a good sign. Commercial projects appear way less interesting than “fun” projects. The trick is to combine these two, which Tudor currently nails.

“I liked the project immediately,” Alaphilippe said during an interview. “It’s ambitious but grounded. You feel like everyone here wants to build something that lasts.” His tone captures what Tudor is going for — not a marketing stunt, but a genuine attempt to root the brand in a sport that values precision and teamwork as much as any factory in Geneva.

Source: Tips.gg

 

In the past, brands like Rolex or TAG Heuer found their identity in speed. Formula 1 represented high-tech, high-performance engineering. In cycling, the language shifts - it’s about rhythm, endless repetition, and the pursuit of better performance. 

 

Tudor’s watch releases reflect that mindset. The Pelagos FXD “Cycling Edition” captures the mix of toughness and detail that defines both worlds. Its case is titanium, its design stripped down for function. The brand even plays with carbon - a material that’s almost sacred in cycling - bringing it into models like the Black Bay Chrono “Carbon 25.” When Alaphilippe talks about wearing the Black Bay 54 every day, it’s believable. It fits the sport’s culture of simplicity and performance.

Source: Hodinkee

 

Tudor is doing for cycling what TAG Heuer did for Formula 1 decades ago - a sense of belonging between brand and sport. But there’s a key difference: cycling’s audience is changing. It’s growing younger, more global, and more style-conscious. Watch brands are noticing. Tadej Pogačar has been spotted wearing Richard Mille pieces worth more than his race winnings. Mathieu van der Poel, Remco Evenepoel, and other stars are attracting the kind of mainstream attention that used to belong to footballers or drivers.

Source: Tudor

 

The difference is that cycling feels more authentic. There’s still mud, there’s still effort, there’s still pain. It’s the perfect backdrop for a brand like Tudor, which has built its reputation on honest steel tool watches. You can see how the brand’s “Born to Dare” motto fits this partnership naturally. There’s a shared value system at work.

The question now is whether cycling will reach the level of prestige enjoyed by Formula 1 or yachting in luxury marketing. The potential is there. The sport is visually rich, international, and emotional. The riders are accessible yet heroic, the equipment is technically fascinating, and the drama unfolds live in real landscapes rather than on engineered circuits.

 

If brands like Tudor, IWC, and Richard Mille continue to push, cycling could very well become the next great stage for luxury watches. 

 

The luxury watch world is often accused of being too static - obsessed with relic traditions and weird details. Cycling brings air into that room. It introduces energy, youth, and motion. 

 

Cycling is a paradise for brands looking to evolve. Tudor saw that early and acted decisively. Other brands will follow. Mark my words.