Watch brands shift gears toward cycling collaborations
Tissot's Pinarello Special Edition, developed with the Italian bicycle-maker, features forged carbon from Pinarello frames, a 10 o'clock crown echoing Pinarello's Fork Flap fin, blue seconds hand, and grainy grey dial. CEO Sylvain Dolla notes two billion cyclists worldwide, calling cycling an overlooked sport with extreme engineering. Tissot has rewarded winning cyclists since the 1960s and is official timekeeper of the Tour de France, releasing a special edition in June. It was also timekeeper of the Giro D'Italia until Tudor took over in 2023; Tudor launched a limited chronograph with pink detailing. Breitling and Richard Mille sponsor cycling teams. Bremont collaborated with Rapha on the MBIII watch in 2022. Unimatic co-founder Giovanni Moro, whose brand made a tool watch with Australian cycling apparel MAPP, cites aesthetic synergies and is in talks with an unnamed Italian bicycle brand for a collaboration.
Key facts
- Tissot Pinarello Special Edition uses forged carbon from Pinarello frames.
- Watch has 10 o'clock crown echoing Pinarello's Fork Flap fin.
- Seconds hand uses same blue paint as Pinarello bikes.
- Grainy grey dial resembles tarmac.
- Sylvain Dolla: two billion cyclists worldwide.
- Tissot has rewarded winning cyclists since the 1960s.
- Tissot is official timekeeper of Tour de France.
- Tissot to release special edition for Tour de France in June.
- Tudor took over Giro D'Italia timekeeping in 2023.
- Tudor launched limited chronograph with pink detailing.
- Breitling and Richard Mille sponsor cycling teams.
- Bremont collaborated with Rapha on MBIII watch in 2022.
- Unimatic made tool watch with MAPP.
- Giovanni Moro: cycling and watches share technical challenges and aesthetics.
- Unimatic in talks with Italian bicycle brand for collaboration.
Entities
Institutions
- Tissot
- Pinarello
- Tudor
- Breitling
- Richard Mille
- Bremont
- Rapha
- Unimatic
- MAPP
Locations
- Italy
- Australia