Tadej Pogacar dominates season with new Richard Mille partnership

Swiss‑born Slovenian cyclist Tadej Pogacar has been confirmed as a brand ambassador for luxury watchmaker Richard Mille. The partnership highlights Pogacar’s record of four Tour de France victories, a 2024 Triple Crown (Giro d’Italia, Tour de France and World Championship title) and numerous classic wins, and introduces the RM 67‑02 Automatic Extra Flat watch designed for elite athletes.

Belgian national coach Serge Pauwels, speaking ahead of the World Championships in Montreal, acknowledged Pogacar’s overwhelming form and outlined possible tactics to challenge him, including using fellow Belgian Remco Evenepoel’s aerodynamic strengths to force Pogacar to expend extra energy on long climbs. Pauwels admits the race will be difficult, but stresses the need for a strategic plan to upset the dominant Slovene rider.