HERO-ERA has signed TUDOR as its official timekeeper for the next three years, bringing the watchmaker’s ‘Born to Dare’ manifesto onto the world’s greatest endurance rallies.
It marks the first journey into historic rallying for TUDOR, which is also timing partner of the modern Dakar Rally.
“Competing in a HERO-ERA rally takes nothing short of a daring spirit,” the brand said. “That’s exactly the sort of space TUDOR is at home in. 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.”
HERO-ERA said it is ‘extremely excited to welcome TUDOR to the family’, with head of partnerships Patrick Burke adding that it is “Fantastic to have such a recognised brand as our official timekeeper.”
“In our world we fight against time not speed, and time can be your enemy or your friend,” he continued. “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.”
HERO-ERA’s next rally is the Novice Trial on 27 February, with the first international rally the Badawï Trail to the Last Oasis 2026 departing Jeddah on 28 March.