UTMB World Series and Tudor, the Swiss luxury watch brand, have announced a three-year global collaboration. As the technical partner of the UTMB World Series, Tudor will bring its iconic “Born to Dare” spirit to the athletes engaged in their adventures.
A shared commitment to excellence and innovation
UTMB World Series tells stories of people who push their physical and mental limits. The circuit takes athletes to some of the most extreme environments on the planet, often in unpredictable conditions. Participating in one of its events is an experience that many describe as transformative, one that the circuit has long invited its community to seek under the slogan “Meet Your Extraordinary“. A spirit that naturally resonates with Tudor’s “Born to Dare” philosophy, which since 2017 has guided the brand in celebrating those who surpass their limits.
In addition to the shared values between Tudor and UTMB World Series, this partnership reflects the growing visibility and cultural relevance of trail running globally. Once considered a niche discipline, today it boasts millions of practitioners and inspires brands outside the traditional outdoor sector, attracted by the authenticity, resilience, and spirit of adventure that characterize this community.
“We are thrilled to welcome Tudor to the UTMB World Series circuit,” said Frédéric Lénart, chief executive director of UTMB Group. “Becoming a finisher of a UTMB World Series event is a deeply personal achievement, and we are proud to have Tudor alongside the runners at every stage of the journey, supporting their ambitions, in perfect harmony with the ‘Born to Dare’ spirit, to celebrate together this extraordinary milestone beyond the finish line.”
To accompany the athletes in their adventures, Tudor designs watches tailored to face the challenges of the real world. True to its commitment to the highest performance standards, it combines its historical heritage with cutting-edge innovation. Tested in extreme alpine races and polar expeditions, Tudor watches are designed for those who have the courage to step out of their comfort zone.
A partner alongside athletes, ready to dare
Thanks to this global partnership, Tudor will be present at all 67 UTMB World Series events worldwide. The collaboration will officially debut at the Trail Verbier St-Bernard by UTMB on July 10, 2026: a perfect starting point, considering the Swiss roots of the brand and its manufacture in Le Locle, where all Tudor watches are assembled and tested.
Tudor will also be featured at the HOKA UTMB Mont-Blanc, with a dedicated experience along the course, designed to support the athletes in one of the most decisive moments of the race. More details on the activation will be communicated soon.
