The cycling scene is intensively discussing a trend in the professional peloton: more and more top riders are wearing luxury watches worth several hundred thousand euros during races. Mathieu van der Poel has also become the advertising face of a watch brand. The RM 67-02 Automatic Winding Extra Flat model is being traded at a price of over 300,000 euros. Van der Poel is the latest addition to a growing group of professional cyclists who have entered into a partnership with the Swiss luxury watch manufacturer. Other top riders such as Mark Cavendish, Julian Alaphilippe and Tadej Pogačar had previously caused a stir in the race with similarly valuable wristwatches. Pogačar wore a Richard Mille watch worth 340,000 euros at the 2024 Tour de France to match his yellow jersey.
Security concerns and image issues
The use of the expensive watches during the races raises questions about the safety of the riders. Critics argue that the hard timepieces could lead to additional injuries in the event of a crash. Tadej Pogačar experienced the downside of the luxury accessory during his Paris-Roubaix debut in 2025: the constant jolts on the cobbled sections led to visible abrasions and traces of blood on his wrist.
At the same time, the question arises as to the external impact. At a time when cycling is struggling to maintain a positive image, some see the extravagance on display as a problematic signal. Others argue that partnerships with luxury brands could increase the sport's appeal and financial stability.
Growing connection between luxury and cycling
The collaborations between top cyclists and luxury watch manufacturers are part of a larger trend. More and more high-priced brands are discovering cycling as a platform for their products. Mathieu van der Poel, for example, recently caused a stir with another cooperation. The rider faced criticism after announcing a partnership with the private jet provider Flying Group. His post on Instagram was met with some harsh criticism.
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More and more companies seem to be discovering cycling for themselves and want to use it as an advertising platform. The Director of Brand and Partnerships at Richard Mille, Amanda Mille, emphasised some time ago: "Mathieu van der Poel embodies the values of our brand: precision, innovation and passion." The Tudor Pro Cycling Team shows that it is not just individual riders who benefit from the sponsorship of a luxury watch manufacturer. The manufacturer acts as the eponymous team sponsor.
Division among the drivers too
Opinions on the trend also differ among the drivers. While some welcome the additional sponsorship opportunities, others take a critical view of the development. However, very few want to comment publicly on this. Van der Poel himself jokingly remarked during the 2021 Tour de France that he was the only jersey wearer without such a watch when he wore the yellow jersey and his rivals Alaphilippe and Pogačar rode in green and white.
In the meantime, the Dutchman seems to have made friends with the luxury accessory. In addition to the watch, van der Poel also attracts attention in his private life with his penchant for exclusive products. He likes to drive up to the races in a Lamborghini and attracts a lot of attention. The discussion about luxury watches in the peloton is likely to gather further momentum in the coming months. One thing is certain: Cycling is changing, and the association with luxury brands is just one aspect of this development. It remains to be seen how this trend will affect the image and future of the sport.
Leon Weidner
Working student
