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Partnering with cyclist Fabian Cancellara, winner of multiple Olympic and World Championships, Swiss watchmaker TUDOR brings its founding daring spirit to the professional cycling world, charting a course that will impact many aspects of this exciting global sport.

TUDOR is going pro!

TUDOR is going pro! TUDOR and Swiss cycling legend Fabian Cancellara are joining forces to summit the top level of international cycling with a new team. TUDOR’s signature is #Borntodare, it tells the story of the watchmaking vision of the founder of the brand, Hans Wilsdorf, and how that vision was brought to life… daringly. The TUDOR Pro Cycling Team will embody this distinctly daring perspective, combining TUDOR’s no-compromise attitude and history of innovation with Cancellara’s unparalleled experience and vision. At the core of the vision is a human-centric approach to cycling, a sport known for its punishing physical and psychological challenges. TUDOR and Cancellara envision a team motivated by pushing themselves to be better every single day, facing their fears, and daring to go beyond perceived limits. Performance is the ultimate measure of success, but how you get to the finish line matters just as much as when you get there. Guided by Cancellara, The TUDOR Pro Cycling Team will develop a roster of skilled cyclists who embody these ideals, shared values, and team spirit, going well beyond the current field of known competitors.

It’s time to dare. It’s time to lead. It’s time to win.

The sleek black jerseys of The TUDOR Pro Cycling Team will be adorned with simple red TUDOR shields on front and back. The focus will be on the athletes, their pursuit of success, and the road that lies ahead of them. Likewise, the team’s equipment will be based on the expertise of Swiss cycling companies, including the team’s main technical partner, BMC premium bikes. There will be no mistaking who this team is and who they ride for.

After a sucessful first year in the Continental category, crowned with 16 victories and 30 podiums, the team is now racing at the ProTeam level during the 2023 season. This new stage in the team's development allows them to take part in the most renowned and prestigious races in the world. The TUDOR Pro Cycling Team stays true to its basic objective, and therefore the team will also have a Continental structure to identify and develop the next generation of cyclists through the TUDOR Pro Cycling Team U23 development team.


Fabian Cancellara is a renowned cyclist hailing from the Canton of Bern, Switzerland, who has two Olympic medals, four World Titles, and seven Monument Classic wins, and more to his name. As if that wasn’t enough, Cancellara has long been a leader in the world of youth cycling and is an advocate for cycling enthusiasts and the next generation of cycling pioneers through programs like the Granfondo ‘Chasing Cancellara’ series and ‘Kids on Wheels.’ While his days competing in the saddle might be over, great achievements will keep coming.

The TUDOR Pro Cycling Team likes to wear

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