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.

Accurist branding will also 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.

Photo: visit the Accurist website to pre-register your interest in the limited-edition Tour of Britain watch


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. ”

About the Tour of Britain 2023

This year’s Tour of Britain will begin in Greater Manchester on Sunday 3 September and culminate eight stages later in South Wales (Sunday 10 September).

ITV4 will continue to broadcast live flag-to-flag coverage of every stage, as well as a nightly highlights show, allowing fans in the UK to watch the action unfold wherever they are. International coverage will be available in over 100 countries via Discovery Player and GCN+.

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.

Click here for more details on partnership opportunities for 2023.