SWEDISH LUXURY MEETS THE LEGENDS OF CYCLING AS BRAVUR UNVEILS ‘TEAM HERITAGE’ SERIES OF WATCHES

EMBARGO LIFTS 11:00 CET 2 APRIL 2024

Båstad, Sweden: Luxury Swedish watch brand Bravur today unveils its latest range of watches with its ‘Team Heritage’ series - a collection inspired by the style and essence of the ‘golden days’ of cycling, all hand-assembled in Båstad, Sweden.

The Team Heritage series combines sleek and modern design with a classic touch with the REN, PEU and MER models each representing an iconic cycling team from the 1950s to 80s. The model names draw inspiration from the distinctive three-letter code assigned to every team by the UCI (Union Cycliste Internationale), the governing body of cycling, each capturing the spirit of a time when style was as important as being fast on the bike.

Established in 2011 by Magnus Äppelryd and Johan Sahlin, Bravur emerged from the founders’ weekend encounters racing bicycles in the southern region of Sweden. Based in the small coastal town of Båstad, the brand crafts luxury timepieces that embody a distinctive Scandinavian design aesthetic. The Team Heritage series joins a range of existing cycling-themed timepieces also available from the brand, including the La Corsa Rosa, La Grande Boucle and La Vuelta, all part of the Grand Tour Chronograph series.

The Team Heritage series features a modern and distinctive design that pays homage to classic timepieces. Each watch offers a domed sapphire crystal to ensure increased scratch protection and an integrated sculpted crown guard. The solid metal casing, available in either natural stainless steel or black ceramic coating (excluding the MER) brings a sleek and elegant construction, whilst varying strap options in perforated leather or an FKM rubber, provide maximum comfort. The carefully considered dimensions of all three watches are intentionally tailored to suit slender wrists, making it a pleasing daily companion, on and off the bike.

Each watch comes in a hand-crafted premium leather case that can be used as a bar bag. The oversized loops allow for the bag to be fitted securely around most handlebars, perfect when bringing spare tubes or extra energy gels on longer rides.

The design of the PEU revolves around the iconic pattern of Peugeot, the renowned French team ranked as the most successful in history, with notable riders including Eddy Merckx, Robert Millar, Charly Gaul, Walter Godefroot, and Tom Simpson. With its iconic checkerboard pattern, the team has become synonymous with cycling history, and the jersey acted as the team's trademark from 1963 to 1986.

The black squares of the hour indices and the small section of a checker pattern at the 12H index, provide a strong character and maximize legibility when reading the time. The indices stand on a discreet green frame, a nod to the BP logo that appeared on the shoulder of the team jersey between 1956 to 1975. At the center of the dial, an embossed checker pattern plays with shadows and highlights. The PEU is a great all-rounder with a design inspired by a deep racing history.

The REN takes much of its design from the characteristic yellow, black and white pattern of the Renault team jersey, as worn by the likes of Bernard Hinault, Laurent Fignon and Greg Lemond. The team, which dominated the sport between 1978 to 1983, was famed for its bold jerseys that were easy to spot in the peloton and were very much in line with fashion and design trends of the time.

The lower level of the sandwich dial features the iconic team stripes, revealed partially through openings of the center and periphery connected by a spoke-like pattern, creating a ’floating’ illusion with a rich depth. A black perforated leather strap gives the REN a vintage look while integrating an optional rubber strap adds a contemporary and sporty finish.

With its unique coloured dial, featuring the distinct purple and yellow of the iconic Mercier jersey, the MER is a prominent addition to the series. The French team, founded in 1933, holds the record for the highest number of participations in Tour de France history and was known for having one of the most popular riders of the time on the team, Raymond Poulidor.

The iconic coloring, seen from the early 1950s until 1969, reinforces the varying surface structures made up of a ring with a radial brush, paired with a heavy frosted surface. The yellow accent color, found on the team jersey sleeves and collar, is represented in the chamfered chapter ring, while the hour indices are made from thick Super-LumiNova color applied to the face, making it glow brightly in the dark. The MER is exclusively available in a steel case.

Commenting on the new collection, Johan Sahlin, Co-founder of Bravur, said: “We are excited to add the new Team Heritage to our collection. While our Grand Tour series is all about performance and the thrill of racing, the Team Heritage series embodies a lifestyle ethos celebrating elegance, sophistication and individuality. At the heart of this collection lies our appreciation for cycling’s rich heritage. It is an endless source of inspiration with its timeless fashion, strong graphics, vibrant colors, and distinctive patterns. For us, the new Team Heritage collection represents a seamless progression in strengthening our position as the leading watch brand for style-conscious cyclists."

Prices for the ‘Team Heritage’ series start from $1195 USD (ex VAT), €1395 EUR (incl 25% VAT) and £1095 GBP (incl 20% VAT). All orders include free shipping worldwide.

All watches are available to purchase online from: bravurwatches.com

For more information about Bravur and the ‘Team Heritage’ series, please visit: bravurwatches.com/collections/team-heritage

Magnus Äppelryd, co-founder

+46 (0)70 67 20 744

magnus@bravurwatches.com

Bravur was founded in 2011 by Magnus Äppelryd and Johan Sahlin. A brand driven by passion, the Bravur team designs, develops and hand builds its mechanical watches to order in a small workshop in Båstad, Sweden. Creating watches to the highest of standards, the craftsmanship never compromises on the quality. Each watch is crafted in exclusive quantities, using the finest materials for all its components, and is designed to be your everyday companion built to last a lifetime.