Tadej Pogacar and Richard Mille: When Luxury Hits the Road in the Peloton

This season, Tadej Pogacar has amazed the world with his extraordinary performances, but here at 3bikes, another detail has also caught our attention: the luxury accessory he wears on his wrist. Far from your typical watches, it’s a Richard Mille timepiece worth several hundred thousand euros—a far cry from the collectible models of former champion Richard Virenque from the late ’90s, which were available for around a hundred euros. This jewel, just like the Swiss watchmaker’s name affixed directly to his bike’s stem, shows that cycling has entered a new era.

By Jean-François Tatard – Photos: Instagram Tadej Pogacar / DR

A Brand Placement Worth Its Weight in Gold

While the Richard Mille watch on Pogacar’s wrist may come as a surprise, the choice of the stem for such a partnership is no less original. This discreet yet ever-present spot in close-ups ensures Richard Mille prime visibility in the peloton. In a sport where every gram counts, this placement symbolizes a union of shared values: boldness, innovation, and the pursuit of excellence.

Richard Mille, no stranger to collaborating with big names in Formula 1, tennis, and track and field, is introducing a new form of product placement in cycling. The model Pogacar wears, the RM 67-02, weighs just 32 grams, thanks to a design pushed to the extreme. The watch thus embodies technological sophistication while meeting the demands of an elite athlete.

When Luxury Finds Its Place in the Peloton

In cycling, every accessory is traditionally evaluated based on its impact on performance. Luxury brands like Richard Mille, however, are striving to redefine these norms. By partnering with iconic athletes, they aim to reach a discerning audience that appreciates the values of precision and dedication—values that are also part of the DNA of fine watchmaking.

The models worn in competition are often lightweight or display versions, designed to follow the rider’s movements without hindering their performance. These watches, both luxurious and functional, illustrate an evolution in the relationship between sports and marketing.

Excellence and Research as Common Ground

This collaboration between Pogacar and Richard Mille is a unique symbiosis, in which each party finds an echo of its own values. On one hand, Pogacar—with a historic season marked by spectacular victories—embodies consistency and self-control. On the other, Richard Mille—with its years of research and development—offers watches that combine technology and lightness, created for the most demanding conditions.

In his leader’s jersey, Pogacar becomes a true showcase for the Swiss watchmaker, symbolizing the balance between sports and luxury, between performance and sophistication. Together, they set a trend in which high standards and prestige go hand in hand, whether on the summits of major stages or in the pursuit of the perfect time.

But the entry of a luxury brand like Richard Mille into cycling also shows that the sport has entered a new era, having drifted over the years—and as the budgets of the top teams and the salaries of the greatest champions have risen—away from its grassroots roots. Indeed, it is highly unlikely that the general public will ever be able to afford a Richard Mille watch. On the other hand, simply associating the brand’s name with that of Tadej Pogacar and the entire UAE Team is undoubtedly catching the eye of an entirely new category of fans and cyclists.

=> All our Mag articles