TUDOR Joins HERO-ERA As Official Timekeeper Of Storied Rallies

The Peking Rally: How did it start

The Peking to Paris rally traces its origins back to 1907, when French newspaper Le Matin posed a direct challenge: “Is there anyone who will undertake to travel this summer from Paris to Peking by automobile?” The challenge was accepted by many competitors. Prince Scipione Borghese ultimately completed the journey first, travelling across largely uncharted territory with challenging roads in a journey that took roughly eight weeks. More than a century later, the rally remains one of the most ambitious events in historic motorsport.

Today, the event is organised by HERO-ERA, widely regarded as the leading platform for historic endurance rallying. While the scale and logistics have evolved, the underlying format remains rooted in discipline and timing. These are not races defined purely by speed. Success depends on hitting precise time controls across vast distances and varied terrain.

HERO-ERA rallies and TUDOR: How are they similar

HERO-ERA rallies operate on a principle where seconds matter more than outright pace. Competitors are required to arrive at designated checkpoints at exact moments; arriving too early or too late can be penalised. The focus is consistency. Routes may cross high-altitude passes in the Andes, wet valleys in Wales, desert stretches in the Sahara and remote Arctic conditions. Some events last up to 43 days and cover many thousands of kilometres. In that context, timekeeping is not symbolic but structural.

For TUDOR, the appointment reflects a longstanding presence in motorsport. The brand has been involved in competitive racing since the 1950s, building a reputation for mechanical watches designed to perform in demanding environments. Its sporting partnerships span disciplines including cycling, rugby and Formula One, and it also serves as official timekeeper of the 2026 Dakar Rally. The collaboration with HERO-ERA marks its first formal step into the historic rallying sector.

What to expect of the HERO-ERA and TUDOR alliance?

The partnership will see TUDOR integrated across HERO-ERA’s global line-up, reinforcing the operational importance of official timing while supporting brand visibility at key checkpoints and stages. It also broadens the brand’s motorsport footprint beyond contemporary racing into a heritage-driven sector that continues to attract dedicated collectors and enthusiasts.

At its core, this collaboration connects two disciplines built around precision. HERO-ERA’s rallies test mechanical durability and human focus across continents. TUDOR’s timepieces are engineered to measure and manage those exact demands. In an environment where being “on time” determines success, the role of official timekeeper carries tangible significance.

With this appointment, TUDOR extends its motorsport involvement into one of the most enduring formats in automotive competition. Across deserts, mountain passes and remote highways, the rallies will continue to measure performance against the clock, now in collaboration with a brand whose identity is defined by keeping it.

Discover the latest TUDOR collections at Cooke & Kelvey, the heritage luxury watch retailer located at Janpath, New Delhi, and explore the brand’s legacy up close.