Tudor Watch has signed a three-year deal to become the official timekeeper for HERO-ERA races.

“It is fantastic to have such a recognized brand as our official timekeeper across all our events,” commented HERO-ERA partnerships head Patrick Burke. “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.”

The Swiss watchmaker is celebrating its centennial in 2026. While a luxury brand, Tudor made its name on grittier backgrounds as the wristwatch producer for militaries like the Navy SEALs as well as divers.

It is also heavily involved in racing as a sponsor. Tudor sponsored the IMSA United SportsCar Championship from its inaugural season in 2014 to 2015, and has been a backer of the Racing Bulls F1 team since 2014. In 2025, Tudor became the official timepiece for the Dakar Rally, replacing Rebellion.

As the official timekeeper, Tudor clocks will be used to time HERO-ERA races such as he Peking to Paris Motor Challenge.

“Competing in a HERO-ERA rally takes nothing short a daring spirit. That’s exactly the sort of space Tudor is at home in,” reads a statement from the company. “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.”

Featured image credit: HERO-ERA