TUDOR Watches to become Official Timekeeper of HERO-ERA

HERO-ERA, the world’s leading historic endurance rallying platform, is delighted to announce Tudor Watches as the Official Timekeeper of HERO-ERA. Tudor is one of the world’s leading luxury Swiss watch brands, and their motto, ‘Born to Dare’ perfectly matches the ethos of a motorsport platform that is the home of the Peking to Paris Motor Challenge, one of the world’s toughest and oldest motoring events for classic cars.

Indeed, Tudor have quite the history themselves, with a 100-year heritage of curating fine timepieces, and are already heavily involved in sport, with partnerships across the worlds of cycling, rugby and formula one, and as the official timekeeper for the 2026 Dakar Rally, but are now making their first forays into the historic rallying sector, with HERO-ERA.

The rallying world of HERO-ERA is a place where seconds are more important than speed, where ‘on time’ is more important than a fast time and competitors pit themselves against the timekeeper’s clock in some of the harshest and most varied environments on the planet. From the high passes of the Andes to the soaking wet valleys of Wales, and from the heat of the Sahara Desert to the unforgiving Arctic, on events that last anything up to 43 days, across many thousands of kilometres, around the world, being ‘on time’ is vital.

Accurate timekeeping is key to success, and this precision is perfectly embodied across the entire range of Tudor timepieces, with their philosophy of drawing inspiration from heritage, whilst incorporating state of the art technology. The basis of Tudor’s values closely matches HERO-ERA’s and each of these prestigious brands perfectly complements the other. HERO-ERA is extremely excited to welcome Tudor to the family.

HERO-ERA Head of Partnerships, Patrick Burke said: “It is fantastic to have such a recognised brand as our official timekeeper across all our events. In our world we fight against time not speed, and time can be your enemy or your friend. It’s all about endurance, resilience and reliability and this partnership with Tudor matches our ethos and is a fantastic proposition. We look forward to working with Tudor on all our future adventures.”

Tudor commented: “Competing in a HERO-ERA rally takes nothing short a daring spirit. That’s exactly the sort of space TUDOR is at home in. TUDOR has been involved in competitive motorsports since the ‘50s, with a long history of taking part in motoring events where grit and perseverance are imperative to success. HERO-ERA rallies are where a ‘Born To Dare’ spirit can be seen on full display."