The luxury Swiss watch brand becomes the Official Timing Partner of Ford RideLondon
London Marathon Events (LME) announced today a three-year partnership with TUDOR that will see the luxury Swiss watch brand become the Official Timing Partner of Ford RideLondon, the world’s greatest festival of cycling, from 2023 to 2025.
TUDOR’s partnership will begin for this year’s Ford RideLondon, taking place between Friday 26 May and Sunday 28 May, which includes the Ford RideLondon Classique, the three-day UCI Women’s World Tour race, the Ford RideLondon-Essex 100, 60 and 30-mile challenge rides and Ford RideLondon FreeCycle.
Swiss watch brand TUDOR was established in 1926 and over the course of history has become the watch choice of adventurous and daring individuals. The TUDOR collection offers high quality watches powered by exclusive mechanical Manufacture calibres with varied functions and includes lines from the iconic Black Bay, Pelagos and 1926.
The partnership with Ford RideLondon continues TUDOR’s commitment to cycling. The brand co-created the TUDOR Pro Cycling Team, a men’s professional UCI ProTeam with multiple former world time trial champion Fabian Cancellara. Cancellara completed the RideLondon 100-mile sportive in 2019.
TUDOR also announced this year that it is to be the Official Timekeeper of the Giro d’Italia and all cycling races organised by RCS Sport.
A TUDOR spokesperson said: “We are excited to be joining forces with Ford RideLondon as part of TUDOR’s extended commitment to the world of cycling. Aligning the TUDOR brand to a key cycling event in a prominent city such as London further strengthens brand visibility and allows us to continue presenting the TUDOR narrative in an exciting setting.”
Hugh Brasher, Event Director of Ford RideLondon, said: “Ford RideLondon is the world’s greatest festival of cycling and, at its heart, is our ambition to inspire more people to cycle, more often. It is fantastic to welcome TUDOR as our Official Timing Partner, a brand that shares a similar commitment to promote cycling, from the professional peloton to the every day rider.”
The Ford RideLondon Classique (Friday 26 May to Sunday 28 May) is part of the UCI Women’s World Tour and became a three-day stage race for the first time in 2022 when Dutch sprinter Lorena Wiebes (then riding for Team DSM) won all three stages and the general classification in a dominant display.
For more information on this year’s stages, which include a stunning final stage finish on The Mall in central London, click here.
The mass participation events of Ford RideLondon take place on Sunday 28 May, the same day as the final stage of the Classique. The events include Ford FreeCycle, a free event for all that takes place on largely the same roads as the final stage of the Classique, and the Ford RideLondon-Essex 100, 60 and 30-mile rides.