Olympic gold medalist. World Time Trial Champion. Winner of countless Spring Classics and 'monuments', including Milan-San Remo, Paris-Roubaix and the Tour of Flanders. Tour de France stage winner. And now in retirement, he can add team owner to his palmares.

Fabian Cancellara is well known to cycling enthusiasts the world over and is very much beloved in his native Switzerland. He won't be directly involved in training or act as Sports Director; he says he's content to simply own the team.

As it was during his career, time is definitely on his side.

https://www.tudorwatch.com/en/ambassadors-friends-partnerships/tudor-pro-cycling-team

 

I ride a lot and would feel very silly wearing a SS sports watch in the saddle or any wrist watch for that matter. You need wrist flexibility. These guys ride with head units too so it's totally pointless, aside from Tudor getting a logo on some kit.

 

And Team QuickStep doesn't ride with strips of hardwood flooring strapped to their bikes, either.

So, what then? Omega, Rolex and Tissot should bail from sponsoring sporting events because athletes don't wear their watches during competition?

Marketing. Branding. Positioning.

 

No, I just think the riders look really silly wearing the pieces in the marketing photos that's all

 

I’ll never get over the irony of Richard Virenque advertising Festina watches post-cycling career.

 

RM was seen being worn by a few riders in last years TDF, right?
I remember Cav having one...

 

Didn't it get nicked in that burglary at Cav's home?!

 

Hah yes actually I think it did...
Perhaps the same guys that got Lando Norris' and now Charles Leclerc...


But anywho, where do I sign up for a Tudor jersey???

 

Does it really affect wrist flexibility if you wear the watch higher up your wrist? I only ride casually, but all the 4-5 iron man participants and triathletes I know wear behemoth Garmin watches during their events.

 

THIS! Wearing a watch while riding aside (I don't), the kit is really cool and I hope they make it available to the public.

 

Tudor is the official watch of second place.

 

Zing!!!

 

Only just checked out the advertising. I had to laugh… at least the camping-up in the Alpecin team adverts is tongue-in-cheek