The Tour of Britain, the UK’s leading cycle race, have today unveiled Accurist as their official timekeeper for 2023 and the limited-edition Tour of Britain Origin watch.
This partnership starts a union centred around Britishness, combining as it does the country’s biggest annual free-to-watch sporting event and a generational watchmaker. Established in London in 1946, Accurist creates premium timepieces that remain true to its roots.
To celebrate becoming the official timekeeper of the Tour of Britain, Accurist has produced a limited edition watch based on their flagship Origin collection. The watch features subtle nods to the Tour of Britain and cycling as a sport, from the unique dial texture, choice of additional quick release strap and the use of colour throughout the design.
With just 100 available; these individually numbered watches will be presented to all eight stage winners as well as being available in select independent retailers and online via the Accurist website.
Oliver Archer, Accurist Brand Manager, said: “Accurist has always been at the heart of British timekeeping. From its founding in London, Accurist built a reputation for accuracy, affordability, and attention to detail.
“With the sponsorship of the speaking clock and countdown to the millennium we became a household name, setting the time of all other watches in the UK. We’re delighted to be joining forces with The Tour of Britain, and look forward to supporting this wonderful cycling event with our precision timing which is so important for all the competitors and fans.”
Accurist branding will be visible at key locations across this year’s race, which begins in Greater Manchester on Sunday 3 September, as well as on the races’ TV broadcasts.
Following its Grand Départ in Greater Manchester, the Tour of Britain will race through Wrexham, East Riding of Yorkshire, Nottinghamshire, Suffolk, Essex and South Wales, creating an unforgettable sporting spectacle that is free for all to watch.
ITV4 will continue to broadcast live flag-to-flag coverage of every stage, alongside a daily highlights show, allowing fans in the UK to watch the action unfold wherever they are. The race will be available to watch in over 100 countries worldwide via the GCN + and Discovery Plus services.
The Tour covers the length and breadth of Britain each year, bringing the world’s top riders to millions of spectators at the roadside and many more around the world on television, creating an extensive and diverse audience base for its partners. The race’s assets can be shaped towards meeting brand priorities, be that awareness, product sampling, B2B, customer rewards or acquisition strategies.
Visit tourofbritain.co.uk/partners/commercial-opportunities/ for more details on partnership opportunities for 2023.
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About Accurist
Accurist In 2022, we revitalised the Accurist brand making our 76-year watchmaking heritage and British design a key focus of who we are and what can be expected from our watches.
The re-launched core collections combine craftrnanship techniques typically reserved for Swiss timepieces together with materials attributed to premium-priced brands, such as solid stainless steel, semi-precious stones, sapphire crystal glass, and real leather, and are available at an accessible price point.
At Accurist we believe It’s About Time there was a premium, British designed watch at an affordable price.
About the Tour of Britain
Relaunched in 2004 after a five-year absence from the calendar, the Tour of Britain is British Cycling’s premier road cycling event, held annually across eight days in September.
The free-to-watch sporting spectacular features Olympic, world and Tour de France champions, and attracts a roadside audience of over 1.5m spectators. Live coverage of the race is shown daily in the UK on ITV4, in addition to around the world. The Tour of Britain is part of the UCI ProSeries, making it one of the most prestigious sporting events in the sport’s global calendar.
Follow the Tour of Britain on Twitter, Facebook and Instagram or via the event’s official website at tourofbritain.co.uk.
