TIRE’D WATCH CO. Passion for Motion.
Rethinking Sustainability.

The story of Tire’d Watch Company and its distinctive Rapide began more than twenty years ago with Edward Cole's passion for movement, speed, and mechanical objects. Inspired by BMX, mountain biking, and automobiles, he set out to create a watch that reflected his own active lifestyle. From this personal vision emerged a unique timepiece, developed from the ground up to combine robust functionality with a bold and unconventional design.

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The Rapide brings together strength and refinement in a construction designed to engage more than just the eye. Its distinctive exterior, inspired by the tread pattern of a performance tyre, immediately conveys its connection to motorsport and movement. At the same time, premium components and meticulous craftsmanship elevate it well beyond the concept of a conventional outdoor watch. Its striking appearance, tactile materials, and mechanical engineering give the Rapide a truly distinctive identity.

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Powering the Rapide is a reliable ETA 2892-A2 automatic movement, protected by a robust case made from titanium and rubber. A scratch-resistant sapphire crystal, a screw-down titanium crown, and a custom-made titanium folding clasp complete the construction. Despite its bold proportions, extensive use of titanium keeps the watch surprisingly lightweight. This combination of durability, low weight, and mechanical performance makes it perfectly suited to an active lifestyle.

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A defining element of Tire’d Watch Company's philosophy is its conscious use of materials. The strap is made from recycled rubber, while the case, crown, bezel, and folding clasp are crafted from titanium. In this way, the Rapide combines technical robustness with a more responsible approach to resource use. It is designed for people seeking a high-quality mechanical alternative to conventional plastic or quartz watches without compromising durability, comfort, or distinctive design.

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The Rapide was never intended to appeal to everyone—and that is precisely what defines its character. Tire’d Watch Company is aimed at people who enjoy outdoor adventures, motorsports, cycling, engineering, and mechanical craftsmanship, and who want a watch that genuinely reflects their lifestyle. Edward Cole's original vision combines personal passion with technical substance and unmistakable design. The result is an independent interpretation of the modern sports watch: robust, mechanical, full of character, and thoughtfully engineered using carefully selected materials.