Zwift has partnered with Swedish watchmaker Bravur to create a super-limited-edition watch “celebrating the love of cycling”.
The story behind the Bravur x Zwift watch is said to begin with Zwift co-founder Eric Min and Bravur founders Magnus and Johan’s shared background in bike racing.
The result is a timepiece that’s limited to just 100 numbered pieces “with sharp design details and a liberal dose of fun”.
‘Loaded with easter egg details’
Zwift says the watch is “loaded with easter egg details that nod to cycling culture”, but more specifically the indoor cycling app’s own visual language.
The 37mm dial has the Zwift logo at 12 o’clock with the in-game power-up symbol at 3. A lightning bolt at 9 o’clock signifies watts, and there’s a thumbs up at 6 o’clock and on the caseback, alongside each watch’s individual number. The central dial surface also has a ‘lava’ texture as a nod to Zwift’s lava world.
Zwift’s signature orange is used for the watch strap (two black straps are also included) and the second hand, as well as a small ‘Designed in Watopia’ logo, in a nod to the Zwift world.
A luminous ring around the dial centre is said to reference the glowing wheels of the Zwift Concept Z1 bike, which riders can unlock after riding 50,000m of elevation on the platform.
The Zwift x Bravur also ships with a brown “vegetable-tanned” leather cycling bag.
Assembled in Sweden, the £1,095 / $1,195 / €1,395 watch is crafted from stainless steel and has a depth rating of 100m. It has sapphire crystal to protect the dial and a Sellita SW200-2 automatic movement.
An unlikely collaboration?
Although this collaboration might seem unlikely, Bravur already has a collection of cycling watches, including the Grand Tour Sprinter.
Zwift also has form when it comes to collaborations. In May, Zwift teamed up with Rocket Espresso to release a limited-edition version of the company’s Mozzafiato Fast espresso machine, which was given a similar orange treatment to the new watch.
The coffee machine is slightly less exclusive than the Zwift x Bravur watch. There was 200 units available at launch.
But these collaborations ultimately feel like footnotes in the training app’s rise, with Zwift also pursuing more serious activities. Zwift bought its competitor Rouvy in April, and last week it revealed it is partnering with Canyon to launch an under-19s development team in the USA with the aim of winning the Tour de France within the next ten years.
