Tour de France • Orelo

Ten thousandths of a second: Tissot and the Tour de France

Since 1988, Tissot has been the Official Timekeeper of the Tour de France. It's not just a brand sponsorship. It's the brand that determines who wins. An analysis of 38 years of partnership and the new PR 100 Tour de France 2026.

July 2, 2026
Pulse

The yellow of the Tour: Tudor is the only watch brand that not only sponsors cycling, but races in it

The 2026 Tour de France starts on July 4. Tudor is not the official timekeeper of the race — Tissot has that role. What Tudor does is different, and more ambitious: he sends a team to pedal.

June 30, 2026
Pulse