TUDOR Steps into the Dohyo: A Partnership Born to Dare

The TUDOR-Grand Sumo partnership runs beyond just being a sponsor. Tudor and Sumo both have a passionate commitment to their traditions and have a strong work ethic committed to excellence. As sumo becomes increasingly global – with Paris 2026 right around the corner – the TUDOR Black Bay 68 will sit ringside as an amazing companion to one of the most legendary traditions in sports.

Sponsoring a marathon or Formula 1 team may seem like an obvious partnership, but there is another type of partnership that causes people to stop and wonder if it makes any sense. TUDOR has partnered with the Japan Sumo Association, which will leave everyone scratching their heads for a few minutes. You may not think the two could work together until you spend some time doing research that shows they are compatible.

You almost become convinced that this is going to be a great fit for both parties once you spend a little time confirming that they would be compatible.

A Thousand Years of Tradition, One Handshake

Sumo isn’t just a sport; that’s an important distinction, and the Japan Sumo Association would be quick to point that out. Sumo has a history dating back more than 1,500 years, as well as a deep connection to Japanese culture and Shinto religious rituals — the salt used to purify the area prior to a match is not a mere theatrical effect but rather an act of purification. The platform upon which the wrestlers compete (the dohyo) is sacred. The ceremonial attire, the intricate hairstyles and the rank of wrestlers in each training stable are not for “beautification” but have meaning for each respective group.

It takes a certain type of organisation to be invited into the world of sumo, and TUDOR have achieved that.

Recently, TUDOR, the watch manufacturer based in Geneva, entered into a partnership with the Japan Sumo Association, making TUDOR the official timekeeper of the Grand Sumo, which is the premier sumo tournament which takes place six times per year with 90 days of competition. This is a partnership based on more than just convenience, as both companies would like to believe that they share core values in common.

The Discipline Nobody Talks About If you were to ask any passerby how they would describe a sumo wrestler, you could be sure that most people would only mention the size. And rightfully so, as sumo wrestlers are some of the most incredibly fit athletes in the world, with more muscle mass than most sports have ever recorded. However, the rest of the sumo wrestler’s life cannot be defined simply by this one characteristic.

A rikishi’s (sumo wrestler) life is almost completely dedicated to their craft in a communally owned dojo (training hall), where they train every single day and are taught by a master. They eat, sleep, train, and conduct themselves in a very specific way and according to very specific traditions.

They wear their hair in a chonmage, or traditional Japanese top-knot hairstyle, even when not in the ring. They bow and give respect to their elders. They speak in a respectful manner. And they carry themselves with dignity, which has nothing to do with ego, but rather all to do with their respect for the sport, their ancestors, and those who have come before them and how they choose to represent their culture and their beliefs through their actions.

This type of commitment is not like going bungee jumping or doing a stunt in an aeroplane; it takes a different kind of commitment and is arguably more difficult. The commitment of a sumo wrestler is that of one person who fully commits their body, mind, and soul to pursuing a singular path that gives nothing back but demands everything.

TUDOR has been thinking about this kind of daring for years.

Born to Dare — But Make It Meaningful

When TUDOR launched the “Born To Dare” campaign a decade ago, it became an iconic representation of a brand that shared an adventurous spirit with explorers and sportsmen willing to live life boldly.

The campaign has continued to be reflected in individuals from deep-sea divers and polar explorers to professional rugby teams and members of different military organisations — representing that the common element between all these individuals was not the thrill of adrenaline as much as it was the commitment, preparation, and desire to place themselves in situations that would require the absolute best of themselves time and again, over extended periods of time.

Using that definition, the Grand Sumo exemplifies the ultimate “born to dare” spirit of TUDOR. Therefore, TUDOR has not had to create an association with the Grand Sumo — TUDOR simply identified an obvious connection that was already established between the two. TUDOR, which was founded by Hans Wilsdorf (the founder of Rolex) in 1926, was founded to provide mechanical excellence at a price point that more customers would be able to afford.

The creation of a product that is accessible to many at a reasonable price is not as much a trade-off or compromise as it is a discipline of doing things the right way, without excess, without pretence, and based on substance over style.

Walk into any Grand Sumo tournament and you will feel something similar. No pyrotechnics. No DJ. No flashy entrance music. Just ritual, skill, and two extraordinarily prepared human beings settling the matter in a matter of seconds.

The Watch That Belongs in the Arena TUDOR has selected its Black Bay 68 (43 mm) as the focal point of the partnership – both a tribute to TUDOR’s heritage and also a contemporary Swiss mechanical watch with technical specifications. The size of the Black Bay 68 was also carefully chosen; it has great presence on a large wrist, and there is no better place than ringside at the Grand Sumo to illustrate how out of place small, delicate watches would appear.

It also has something aesthetically pleasing about it. The aesthetic of the Black Bay line has always been about solidity; there is no fussiness; everything is solid. The way this piece looks, there is no doubt that it is meant to be worn and used; it does not have to be noisy and say, “Look at me! ”. The Black Bay line suits the world of sumo wrestling extremely well.

Going Global Without Losing Its Soul

In 2025, the Japan Sumo Association partrnership marks its 100th birthday as a formally organised entity; meanwhile, the sport of sumo has existed as a sport for 15 centuries preceding the association’s establishment. The centenary was celebrated with a unique event in London. The event in London saw unprecedented levels of attendance and served to bring thousands of new fans into the sport. The next major step in the association’s goal of being a global sport will occur in Paris in 2026, followed by even more international ventures in future years.

What is remarkable about this growth is how deliberately managed it has been. The Sumo Association has not tried to ‘dumb down’ the sport by making it faster for international audiences. The Association has not removed rituals or traditions, nor has it tried to simplify the rituals and traditions of the sport so as to make the events less daunting to foreign spectators. The Association believes that the complete experience of participating in sumo tournaments – including the rituals, the order within the tournament, and the traditions around the tournaments – is what makes the sport enjoyable for spectators.

TUDOR also is developing its global presence without compromising the company’s traditional Swiss watchmaking movements, which it has built on for several generations, and instinctively understands the rationale for doing so.

Some things take a long time to earn a reputation. That is not a liability; that is the whole point of the exercise.