Tudor Teams Up with HERO-ERA for Historic Rally Timekeeping

Swiss watchmaker Tudor has been named the official timekeeper for HERO-ERA, the world's leading organizer of historic motoring rallies. The partnership puts Tudor's timepieces at the center of some of the planet's most demanding vintage car competitions.

Precision Under Pressure

HERO-ERA rallies aren't about raw speed—they're about hitting precise time targets across brutal terrain. Competitors drive classic cars (many pre-1991, some far older) through environments ranging from Andean mountain passes to the Sahara Desert, from Welsh valleys to Arctic conditions. Events can stretch up to 43 days and cover thousands of kilometers.

In this world, being seconds off schedule can make or break a rally. Accurate timekeeping is everything.

The Peking to Paris Connection

HERO-ERA's flagship event is the legendary Peking to Paris Rally, first run in 1907 when French newspaper Le Matinposed the challenge: "Is there anyone who will undertake to travel this summer from Paris to Peking by automobile?" Prince Scipione Borghese won that inaugural race, reaching Paris after roughly 8 weeks of driving across largely unmapped territory with minimal paved roads.

Today's version covers 14,800 kilometers over 37 days. It's widely considered the world's most adventurous motor race.

Why Tudor Fits

Tudor built its reputation on tough, reliable watches made for extreme conditions—exactly what HERO-ERA competitors face. The brand's "Born To Dare" philosophy, launched in 2017, celebrates individuals who push boundaries in harsh environments, from underwater to Arctic expeditions.

Founded in 1946 by Rolex creator Hans Wilsdorf, Tudor was designed to deliver Rolex-level quality at accessible prices. The brand has historically equipped adventurers tackling land, air, water, and ice challenges.