Tudor has announced its latest sporting partnership with the Japan Sumo Association, and it feels like a BIG deal!
Tudor has announced a new partnership with the Japan Sumo Association, aligning the brand with one of Japan’s oldest and most culturally significant sporting traditions: Grand Sumo. The collaboration marks another expansion of Tudor’s sporting presence globally, while also reinforcing the brand’s “Born To Dare” philosophy through a sport built on discipline, heritage, and resilience.
On paper, Swiss watchmaking and sumo wrestling might seem like an unusual pairing. It did to me at first glance. However, the connection makes more sense the deeper you look into it. Hear me out. Grand Sumo is steeped in over 1,500 years of history and tradition, yet continues to evolve for modern audiences while staying true to its roots. That balance between heritage and progression is something Tudor has leaned heavily into over the past several years with both its watches and brand direction.
Sumo Is A Growing Sport
When you look at Sumo in Japan, it is a massive sport. On television, NHK broadcasts regularly deliver strong mainstream reach, with final-day ratings typically in the 15–20% range nationally and peaking above that during especially competitive title races, translating into many millions of viewers in real terms. And with the tournaments, live tickets are constantly sold out. Streaming platforms like ABEMA have also reported strong year-on-year growth, particularly among younger audiences, signalling a gradual broadening of its fan base beyond its traditionally older demographic.
Outside of Japan, Sumo’s international profile has continued to grow recently, particularly following the success of the Japan Sumo Association’s London tournament in 2025. With Paris now set to host future events from 2026 onwards, the sport is beginning to find a broader global audience while remaining uniquely Japanese at its core.
For Tudor, though, Japan has become an increasingly important market. While the brand only officially entered Japan in 2018, its growth there has been rapid, supported by strong enthusiast demand and expanding retail presence. The opening of the Shibuya boutique in Tokyo in 2023 further cemented the brand’s investment in the region and showed just how important the Japanese market has become for Tudor moving forward.
Tradition And Brand Alignment
With this announcement, the Le Locle draws parallels between the life of a Rikishi, a professional sumo wrestler, and the mentality behind its watchmaking philosophy. Sumo wrestlers dedicate themselves to years of demanding training and strict discipline inside their stables, with progression earned through consistency and perseverance rather than shortcuts. It’s a narrative Tudor clearly sees as aligning with its own approach to modern tool watches.
Having recently visited Tudor’s manufacture in Le Locle, I can say that the brand prides itself on its manufacturing process, within itself, as well as Kenissi. The blend of traditional watchmaking and modern manufacturing techniques and processes to make the best watch, and when it comes to watches, Tudor still punches well above its price point.
And what is on the Rikishi’s wrist? The Black Bay 68, which was released at Watches & Wonders 2025. The 43mm dive watch is a fitting companion to the world of Grand Sumo. With its larger proportions and stronger wrist presence, the Black Bay 68 reflects the physicality and presence associated with the sport itself, while continuing Tudor’s recent move towards larger sizing options within the Black Bay collection.
What We Think
In a broader sense, the partnership continues Tudor’s strategy of aligning itself with sports and pursuits centred around endurance, precision, and performance. Over the past few years, the brand has expanded its partnerships across motorsport, sailing, surfing, cycling, and aviation, building on Tudor’s association with active sports and lifestyles and crafting watches for those who engage in or love watching these pursuits. It really promotes that Tudor watches are for everyday life.
This will also help Tudor to keep making inroads into a market that is still quite young for the brand by tapping into a culturally relevant sport. It may not be as popular as Baseball – Japan’s number 1 sport, but it is right up there. So, this gives Tudor a massive advantage in tapping into an audience, and a sport that has clear space from a watch perspective. A smart move by Tudor.