Tour de France: Luxury watches from Tudor, Breitling, and Tissot in the race

The history of the Tour de France is inseparably linked to the development of timekeeping and the great names of the luxury watch industry. Over the years, the legendary cycling race has collaborated with renowned brands such as Longines, Breitling, Tissot, Festina, Richard Mille, TAG Heuer, and Tudor – each of which has shaped a part of the traditional “Grande Boucle” with precision and style.

Luxury Watches in the History of the Tour de France

• Longines was the official timekeeper of the Tour de France from 1951 to around 1982 and shaped the sporting precision of the race for over three decades. The brand still stands for classic elegance and reliability today.
• Breitling took over the role of official timekeeper in the 1950s and used the Tour strategically for marketing appearances to emphasize its sporting expertise.
• Tissot was the official timekeeper from 1988 to 1992 and returned to this role in 2016. The brand combines modern technology with long-standing experience in cycling.
• Festina provided the official timekeeping of the Tour from 1992 to 2016 and was also a sponsor of its own professional team from 1990 to 2001, which helped shape the era.
• Richard Mille is currently a partner of the UAE team and positions itself in cycling with striking high-end watches – but without acting as the official timekeeper of the Tour.
• TAG Heuer released a special edition for the Tour de France in 2017 and was a sponsor of the BMC Racing Team, linking the brand’s sporting dynamism with technical precision.

Famous Tour Riders with Luxury Watches: Tadej Pogačar & Julian Alaphilippe

An exciting focus is on the riders of the Tour de France, who have long become true superstars – not only athletically but also stylistically. Especially the top earners like to demonstrate their success with exclusive accessories. For example, Tadej Pogačar was even seen during the race wearing a Richard Mille on his wrist – a model worth over 340,000 euros. Julian Alaphilippe, rider of the Tudor Pro Cycling Team, is automatically associated with the Tudor brand but often appears at award ceremonies with an elegant Richard Mille RM 67-01 – clearly visible and stylishly presented. Mark Cavendish also shares this preference and is regularly seen with a Richard Mille.

Tudor Pro Cycling Team at the Tour de France 2025

The Tudor Pro Cycling Team will be prominently represented at the Tour de France for the first time this year. The team, founded by former pro Fabian Cancellara, received a wildcard and is thus officially participating in the Tour de France – a significant milestone in its development.

Tudor

Prince Date

Tudor Prince Date steel / gold automatic men's watch 74033 [2601563] Sale price2.350€

Tudor

Black Bay

Tudor Black Bay steel automatic men's watch 79230R [2601907] Sale price2.950€

Tudor

Black Bay

Tudor Black Bay chronograph steel automatic men's watch 79360N [2601864] Sale price4.150€

Tudor

Black Bay 41

Tudor Black Bay 41 steel / gold automatic men's watch 79683 LP: 6600EUR [2601628] Sale price4.350€

Tudor

Style

Tudor Style steel / gold automatic unisex 12303 [2602691] Sale price1.550€

Tudor

1926

Tudor 1926 steel automatic men's watch 91550 [2602787] Sale price1.850€

Tudor

Black Bay

Tudor Black Bay steel automatic men's watch 7941A1A0NU-0003 LP: 4610EUR [2603005] Sale price4.250€

Tudor

Black Bay

Tudor Black Bay bronze automatic men's watch 79250BA LP: 4800EUR [2600849] Sale price2.650€

The Swiss team, founded in 2022, pursues an ambitious development path towards the WorldTour. With a focus on young talents, a professional environment, and the support of the watch brand Tudor, the team brings fresh energy to the peloton. Participation in the 2025 Tour de France underlines the sporting progress and growing importance in international cycling.