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TUDOR Joins the Dakar Rally

TUDOR Joins the Dakar Rally 2025 as Official Timekeeper

The 2025 Dakar Rally is an intense race lasting over 14 days and covering thousands of kilometers through the harshest terrains of Saudi Arabia. TUDOR is now the Official Timekeeper of this legendary event.

Ask anyone in professional motorsports what the toughest race in the world is, and you're likely to hear the same answer: the Dakar Rally. Competing in it means risking everything in one of the most unforgiving environments on earth. The 2025 edition of the race will take place from January 3rd to 17th, starting in Bisha and finishing in Shubaytah, both in Saudi Arabia. But the real challenge isn’t where the race begins and ends; it’s what lies in between—or rather, what doesn’t: civilization. The route passes through the Empty Quarter, the largest sand desert in the world, an uninhabited, desolate region. Even the support trucks that assist teams through this harsh landscape have their own class to compete in. When it comes to the Dakar, nothing follows the rules of a typical race.

The race follows a “rally raid” format, meaning teams rely solely on a roadbook with a route map to navigate through vast stretches of difficult terrain, sometimes driving up to 12 hours non-stop, with special stages scattered along the way. Both the overall route and the specific timing for stages like the 48HR chrono and the Marathon stage are tracked—which is where TUDOR plays a crucial role.

TUDOR will serve as the official timekeeper of the event, making sure every second is accounted for across every stage.

In such a demanding race, timing is crucial—not just for speed, but for endurance. Alongside the main Dakar Rally, TUDOR also serves as the official timekeeper for the Dakar Classic, a parallel event held simultaneously, featuring vehicles that competed in the rally up until 2005.

The origins of the “Dakar” date back to 1977 when French motorbike racer Thierry Sabine got lost during the Abidjan-Nice Rally and ended up stranded in the Sahara Desert. After being rescued, he was struck by the harshness and unforgiving nature of the desert, inspiring him to create what would become the toughest race in the world. In 1978, the first Paris-Dakar race was held, and over time, the name evolved into the Dakar Rally.

TUDOR has a rich history in motorsport. The brand has supported winning teams since the golden era of racing, beginning with the Tudor Watch Racing Team in the late 1960s and continuing through to the IMSA TUDOR United SportsCar Championship. In 2025, TUDOR now stands as the official timekeeper for the most daring off-road race on the planet: the Dakar Rally.