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TUDOR announces a major new partnership with Alaïa - a visionary concept revolving around action sports. This bold and enduring collaboration, which includes the Alaïa Bay, Alaïa Lodge, Alaïa Chalet and Alaïa Wake Surf, follows in the footsteps of other partnerships for which the watch brand is known.

Launched in 2015 by Adam Bonvin, Alaïa was conceived following a surfing trip to Hossegor in France. His dream: to recreate that typical surfing and action sports atmosphere at the heart of Valais, Switzerland and share the values associated with it. Several years and investments later, this new concept, which is almost unrivalled in Europe and the world, is now finally seeing the light of day with a rich and varied range of activities. A perfect fit for TUDOR's signature, #BornToDare, and a bold project that links perfectly with a bold watchmaking brand. These shared values are brought to life in various settings, with the TUDOR brand visible not only in the project's common spaces, but also on the coaches' outfits at Alaïa Bay, for example. This partnership has several aims, since the idea is also to hold event-based brand activations throughout the year that fit in with each entity's opportunities.


A TUDOR watch lives, breathes, and transports you to the microcosmos. Technical in all its components, tested down to the smallest detail with a dedication bordering on obsession. Dive into the movement. Aesthetics and performance fit for the most demanding of products, designed for endurance as much as for pleasure. Although it is the eye that judges and the heart that races, time must in no way diminish its precision mechanics. Exquisite materials, durability and strong design make each watch a unique item encapsulating outstanding expertise. In the same way that TUDOR develops and produces its uncompromising watches using the purest watchmaking tradition, the Alaïa group applies this same vision when creating its surfing equipment.

Located in the heart of Alaïa Bay, the FACTORY is a magical place where surf lovers can discover the secrets behind the board making process. A series of rooms links together the various steps in the process: from choosing the shape and colors, to sanding, all accompanied and guided by an expert craftsman known as a "shaper". An astounding place that will enchant purists and amateurs alike.


8,300 m2 pool
100m-long waves

1 wave every 10 seconds
Up to 20 surfers per pool (2 pools) during each session

Waves of up to 50 cm for beginners and up to 2 m for experts
Energy consumption of 400 kWh per hour. Consumption is equivalent to that of a 6-person cable car


In 2017, TUDOR launched a new campaign with the “Born To Dare” signature. This tagline makes reference to the brand's history, and is still true today. It tells the adventures of individuals who have achieved the extraordinary on land, on ice, in the air or underwater, with a TUDOR watch on their wrists. It also refers to the vision of Hans Wilsdorf, the founder of TUDOR, who manufactured TUDOR watches to withstand the most extreme conditions, watches made for the most daring lifestyles. It pays testament to TUDOR's unique watchmaking approach, which today plays a crucial part in its reputation. At the cutting edge of the watchmaking industry, the brand's innovations are now essential benchmarks. To give it the place that it deserves, the TUDOR “Born To Dare” spirit is supported throughout the world by first-class ambassadors, whose life achievements result directly from a daring approach to life.

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