From trainers to luxury watches: Zwift's new adventure with Bravur

Zwift seems determined to conquer more than just indoor training sessions. Just a few weeks ago, it surprised the cycling community with  an exclusive coffee machine developed in collaboration with Rocket Espresso, and now the virtual platform is stepping out of its usual territory to present a product designed for the most passionate cycling enthusiasts: a limited edition mechanical watch created in collaboration with the Swedish brand Bravur.

First a coffee machine and now a watch: Zwift continues to target cyclists' favorite whims

The new piece will be limited to only 100 numbered units and brings some of the most recognizable elements of the Zwift experience into the world of watchmaking. The result is a watch intended for both collectors and platform users who want to take a piece of Watopia beyond the screen.

The collaboration makes sense when looking at the history of both companies. Zwift was born from the passion of its founder, Eric Min, for cycling and the need to find a more entertaining way to train indoors. Meanwhile, Bravur has been building a strong identity linked to cycling for years, driven by its founders Magnus and Johan, former racers who transformed their hobby into a watch brand specializing in designs inspired by two wheels.

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The watch adopts a clearly recognizable aesthetic for any regular Zwift user. On a black 37-millimeter dial, the platform's logo appears at twelve o'clock, accompanied by several details that directly reference the virtual universe of Watopia. Among them, the feather icon, one of the most popular power-ups in the game, and the lightning symbol that represents power measured in watts.

One of the most striking elements is the luminescent ring that surrounds the center of the dial. Its design is inspired by the characteristic illuminated wheels of the Concept Z1, the futuristic bike that many users have pursued for years, accumulating elevation within the platform to unlock it.

The nod continues in the second hand, finished in Zwift's characteristic orange color, and also on the back of the case, where the well-known message “Ride On” is engraved, which has become the most common greeting within the user community for years.

Beyond the aesthetic details, Bravur has opted for specifications typical of quality mechanical watchmaking. The case is made of 316L stainless steel, features a sapphire crystal, and offers a water resistance of up to 100 meters. Inside, it houses a Swiss automatic movement Sellita SW200-2, one of the most recognized and used calibers in independent watchmaking.

Each unit will be assembled in Bastad, Sweden, following Bravur's usual philosophy, which combines Swiss movements with locally developed design and finishes. The watch will also be delivered with two interchangeable straps in black and orange and an exclusive vegetable-tanned leather cyclist bag inspired by the great classics and stage races.

The pre-sale will begin on June 16, 2026 and the first deliveries are expected between late June and July. The price set for this special edition is 1,395 euros.

With this new collaboration, Zwift continues to expand its presence beyond virtual training. First, it was a premium coffee machine developed with Rocket Espresso, and now a collectible mechanical watch. Two very different products, but united by the same idea: to connect with some of the hobbies that cyclists most often share when they get off the bike.