Dispatch: Did Tudor Just Create The Most Daring Team In Cycling?
When it comes to the current generation of professional cycling, Tudor isn’t the first Swiss maker to ride in the modern peloton — Tissot has long been the official sponsor of UCI cycling events, TAG Heuer placed first-generation Connected watches on the wrists of the BMC Factory Racing Team back in 2017, and more recently, following young Slovenian star Tadej Pogačar’s breakout win at the 2021 Tour de France, Richard Mille has pledged support (and RM-67 watches) to the UAE Team Emirates squad. And for the 2023 season, Breitling is co-sponsoring the newly christened Q36.5 Pro Cycling Team, rising from the ashes of the former Qhubeka squad. So while Tudor won’t be the only Swiss watchmaker in the pro peloton this year, they are currently the only title sponsor, and at present, seem to have the most serious ambitions to help cultivate the sport’s future.