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TUDOR Joins HERO-ERA As Official Timekeeper Of Storied Rallies
TUDOR has been appointed Official Timekeeper of HERO-ERA, the historic endurance rally platform best known for staging the Peking to Paris Motor Challenge. The 3-year partnership extends across the full HERO-ERA calendar, placing the luxury Swiss watch brand at the centre of some of the world’s most demanding long-distance motoring events.
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.
How is TUDOR’s motto aligning?
The alignment is practical. Accurate timekeeping is fundamental to rally competition, and precision has always been central to Swiss watchmaking. TUDOR’s approach combines heritage design codes with contemporary manufacturing standards, balancing tradition and technical performance. Within HERO ERA’s framework, where competitors “fight against time, not speed”, that emphasis on reliability and measurement resonates
Historic rallying also introduces a distinctive layer: the cars themselves. HERO-ERA events are often contested in vehicles manufactured before 1991, and in many cases, decades earlier. Preparation requires mechanical understanding, endurance and adaptability. Drivers and navigators manage detailed route books, maintain strict averages and monitor elapsed time closely. In this environment, resilience and practical skill define competitiveness.
Patrick Burke, Head of Partnerships at HERO-ERA, described the collaboration as a strong fit for the organisation’s ethos. In his words, endurance, reliability and resilience are central to rally success, and the presence of a recognised timekeeping brand strengthens that framework across all events.
TUDOR echoed the sentiment, noting that participation in a HERO-ERA rally demands a daring spirit, a space the brand has long associated with its identity. Since the mid-20th century, TUDOR has taken part in motorsport arenas where grit and perseverance are essential. Historic endurance rallies extend that narrative into a format where calculation and consistency are paramount.
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.
