Swedish watchmaker Bravur and indoor fitness platform Zwift have collaborated to launch a limited-edition timepiece. Aiming to celebrate cycling culture, the watch is limited to 100 individually numbered pieces, with no reissue planned for the product.
The new premium Bravur x Zwift watch builds on a recent collaboration with Italian espresso machine manufacturer Rocket Espresso. Zwift’s recent collaborations with Rocket Espresso and Bravur appear to reveal a shift in its brand strategy, moving towards lifestyle. By stepping out of the virtual world and onto kitchen counters and wrists, the company is embedding itself into the physical, everyday subculture of cycling.
Neither of these partnerships is a mass-market play. By limiting the Bravur watch to just 100 individually numbered pieces and keeping the Rocket Espresso machine as a premium, limited run, Zwift looks to be creating an aura of exclusivity.
The Bravur x Zwift watch ships with two black and orange straps on an 18mm lug width. Pre-orders for the product opened on June 16, 2026, with delivery scheduled to begin in June/July 2026. The timepiece is priced at £1,099.95 including VAT in the UK, €1,395 including VAT in European markets, and US$1,195 excluding tax in the US. It is available across all international markets via the watchmaker’s website.
Each timepiece is delivered in a brown vegetable-tanned leather cycling bag, which is reminiscent of the bags used in the monuments and tours of cycling’s international races.
The new watch incorporates references to the indoor cycling platform within its 37mm lacquer and sapphire dial. Key design details on the black dial include the Zwift logo positioned at 12:00, alongside a feather power-up index that references the in-game icon that makes riders lighter and faster uphill. A lightning bolt icon is also featured to signify watts and power output.
The central surface of the dial features a lava texture modelled after Zwift’s volcanic world, which is framed by an outer, snailed hour track. A luminous ring around the dial centre references the glowing wheels of the platform’s Concept Z1 bike, an item earned after riding a cumulative 50,000m of elevation.
An orange seconds hand runs in Zwift’s signature company colourway, while a racing track minute scale on the rehaut (inner ring) references the finish line through a castellated pattern, consistent with Bravur’s Grand Tour series.
The watch case is crafted from 316L stainless steel and features a screw-down crown with a depth rating of 100m. The hour indices at 3, 6, 9, and 12 are drawn from the fitness platform’s visual identity and are filled with Super-LumiNova pigment.
The timepiece is powered by a Sellita SW200-2 automatic movement. Each unit is assembled by hand in Båstad, Sweden, combining a Swiss movement with Swedish assembly.
The caseback is inscribed with the Zwift pattern, the watch’s individual number, and a ‘Ride On’ thumbs-up graphic, which represents the greeting used between riders on the platform. The dial also features a small orange logo referencing ‘Designed in Watopia’, a nod to the platform’s primary virtual riding world.
www.bravurwatches.com
www.zwift.com
