Winning races may have defined Fabian Cancellara’s legendary cycling career, but the Swiss icon believes the habits that create success have very little to do with standing on the podium. A two-time Olympic champion, four-time world time trial champion and winner of some of cycling’s most prestigious races—including Paris-Roubaix, the Tour of Flanders and Milano-Sanremo—Cancellara spent nearly two decades proving that consistency, preparation and mental toughness can outlast raw talent. Today, as founder and co-owner of TUDOR Pro Cycling, he’s applying those same principles to developing the next generation of riders while helping shape one of professional cycling’s fastest-growing teams.
Speaking with Gent’s Post, Cancellara reflected on leadership, the importance of embracing difficult challenges and why his partnership with Swiss watchmaker TUDOR has always been about much more than branding.
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Athlete sponsorships often revolve around visibility, but Cancellara insists his relationship with TUDOR has always been grounded in something much deeper. “For me, authenticity comes from shared values, not just shared visibility,” he says. “TUDOR doesn’t only talk about ambition, they live it.”
That philosophy became even more meaningful when TUDOR partnered with Cancellara to launch TUDOR Pro Cycling. Rather than simply lending its name to the project, the brand committed to building a long-term vision focused on developing athletes and creating a sustainable team culture. “When we created TUDOR Pro Cycling, it was never about putting a logo on a jersey,” Cancellara explains. “It was about building something meaningful together.”
For someone who spent 17 years competing at the highest level of the sport, trust and long-term commitment are qualities he values above almost everything else. They are also characteristics that helped define his own career, which stretched from his first professional victory in 2001 to winning Olympic gold in Rio de Janeiro in his final season before retirement.
The courage to dare
Few riders built a reputation for attacking races quite like Cancellara. Whether launching long-range solo breakaways or dictating the pace over Belgium’s punishing cobblestones, he earned his reputation by making bold decisions when the stakes were highest. That mentality aligns closely with TUDOR’s “Born To Dare” philosophy. “To dare is having the courage to pursue something others think is impossible,” he says. “Throughout my career, I was never afraid to attack, to make difficult decisions, or to take responsibility in the biggest races. That’s where the greatest opportunities come from.”
Today, that philosophy shapes the way he mentors younger riders. While physical talent will always matter, Cancellara believes character ultimately separates good athletes from great ones. His message to his team is simple: trust the process, embrace difficult moments and continue improving every day. “Talent is important, but character makes the difference,” he says.
Why precision matters
Cycling is often described as a game of marginal gains, where shaving even a few seconds off a performance can mean the difference between victory and defeat. It’s one reason Cancellara believes professional cycling and fine watchmaking complement one another so naturally. “Precision is obviously essential, but what fascinates me about a mechanical watch goes beyond accuracy,” he explains. “It’s the craftsmanship, the engineering, and the countless details that come together to create something reliable over many years.”
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He draws direct comparisons between preparing for elite competition and designing a luxury mechanical timepiece. In both disciplines, countless hours are invested refining details that most people will never notice. “In cycling, we spend hours refining tiny details because we know marginal gains matter,” he says. “Every component has a purpose, every decision is deliberate, and nothing feels excessive.” That understated pursuit of excellence is something he admires about TUDOR’s approach to watchmaking. “I appreciate products that perform because they are exceptionally well made, not because they need to shout about it.”
A new favourite on the wrist
Although Cancellara appreciates the entire direction of TUDOR’s latest collection, one watch has already claimed a permanent place on his wrist. “The new Black Bay Chrono 39 ‘Bumblebee’ with the yellow dial is my new favorite,” he says. “It’s the one I’ll be proudly wearing during the Tour de France.” The choice reflects the same balance he admires throughout the brand: technical performance paired with understated design rather than unnecessary excess.
Building something that lasts
For Cancellara, launching TUDOR Pro Cycling represents the next chapter of a career built on relentless improvement. Rather than chasing quick victories, he’s focused on creating an organization capable of succeeding for years to come. “We’ve worked very closely from the beginning,” he says. “Building a team isn’t only about recruiting riders or racing bikes. It is about creating a culture, defining and living values—Swiss, Human, Performance—and building an identity that people recognize and believe in.”
That experience has reinforced one lesson above all others. “What I’ve learned from TUDOR is the importance of consistency. Strong brands stay true to who they are while continuously evolving.” It’s a philosophy that mirrors his own career. Throughout an era when professional cycling underwent dramatic technological and scientific changes, Cancellara remained one of the sport’s defining figures because he adapted without losing sight of the qualities that made him successful in the first place.
Looking ahead, he hopes people see the partnership between TUDOR and TUDOR Pro Cycling as something greater than a collaboration between a luxury watchmaker and a cycling team. “There are many similarities,” he says. “In both worlds, excellence doesn’t happen by accident. It’s the result of a vision, discipline, precision, teamwork, and thousands of small decisions that the outside often doesn’t see.” Whether building a championship-calibre cycling team or crafting a mechanical timepiece, Cancellara believes the formula is ultimately the same. “It’s about a shared philosophy,” he says. “Success comes from patience, commitment, and believing in a vision even before everyone else does.”
