Tudor returns to motorsport

Swiss watch company Tudor is joining the brand-new Visa Cash App RB Formula One team as an official partner.

Having established a long legacy of competing on the racetrack, Tudor has supported winning teams during the golden era of motorsport, starting with the Tudor Watch Racing Team in the late 1960s, all the way to the recent IMSA Tudor United Sportscar Championship.

“Tudor has always been fuelled by a daring spirit, a consistent will to do things differently

Driving the cars are proven race winner Daniel Ricciardo and youngster Yuki Tsunoda. The team has undergone a radical shake-up, not just in terms of the striking livery which features Tudor branding, as do the drivers’ race suits, but across all departments, from management to engineering, as the brand sets out on a new adventure aimed at making it a Formula 1 frontrunner.

“Tudor has always been fuelled by a daring spirit, a consistent will to do things differently,” Tudor CEO Eric Pirson said.

“And this spirit – we call it ‘Born to Dare’ – is exactly what Visa Cash App RB is demonstrating heading into the 2024 F1 season. We’re beyond thrilled to return to motorsport with a partner that’s ready to take on the challenge,” he added.

“We are delighted to welcome Tudor to our team. They have a long history in motorsport, dating back to the 1960s when they first got involved in sports car racing, as well as historic racing and rallying,” Peter Bayer, CEO of Visa Cash App RB Formula One Team, said.

“Now, the Swiss watch company has seized the opportunity to move up to the very pinnacle of motorsport, joining us, as we tackle the 2024 Formula 1 World Championship with our new Visa Cash App RB identity.

“Our team will be challenging the status quo in Formula 1 with a strong identity, unique style and uncompromising quality – just like Tudor watches.”

Tudor has supported winning teams during the golden era of motorsport.