As I spoke with people throughout the weekend, including riders, staff, and Tudor team members, one thing became clear: this is not a vanity sponsorship. Tudor is investing seriously in cycling’s future, including a new state-of-the-art training facility in Switzerland slated to open in 2026. That kind of long-term commitment mirrors what the brand is doing back home in watchmaking. Think: building infrastructure, growing talent, and betting on the value of precision.
“The vision was always to construct something solid,” says Larry Warbasse, one of the team’s most experienced riders. “They use what they call the ‘house model’—you start with the foundation, build the structure, then the roof. For us, that meant assembling the right staff and infrastructure before bringing in big riders. It’s been step by step, and that’s why it’s working.”