When a brand like TUDOR enters cycling, rest assured it won't be for a walk in the park. The Swiss watch-making manufacturer, known for its daring approach, enters cycling to disrupt. And now, it's bringing forward the idea of "lose with pride, rather than finishing having achieved nothing". Because how riders cross the finish line matters as much as when they do it.
This philosophy, combined with the guidance of one of the sport's legends, Fabian Cancellara (2 x Olympic Gold medals, 4-time World Champion, 7-time Monument winner), is the stepping stone to a bright future for the Tudor Pro Cycling Team. BMC will support this vision and trajectory, providing the world's fastest bikes to the most promising cycling team ever seen. Tudor Pro Cycling Team is not here to be intimidated. It's here to take the bull by the horns.
A different program
It all started in 2019 with the development team. Then, at the beginning of 2023, Tudor Pro Cycling became a UCI Pro Team with 20 riders, almost half of them from Switzerland. At the program's core is a human-centric approach. TUDOR and Cancellara envision a team motivated by pushing themselves to improve daily, facing their fears, and daring to go beyond their limits. Performance is the ultimate measure of success, but the way riders race is a fundamental part of the founders' vision.
